Tourism in the post-pandemic era: transformation of marketing approaches

Abstract

The article explores branding as a strategic resource for enhancing enterprise competitiveness. It reviews
theoretical approaches to brand management and its role in building long-term competitive advantages. Based on
a case study, the research demonstrates that systematic brand management contributes to market recognition,
customer loyalty, and corporate reputation strengthening. The findings confirm that branding can be considered
an intangible asset that creates value and sustainability for businesses. The practical relevance of the study lies in its
applicability for developing strategies in domestic enterprises