Las Vegas Case analysis 1- Given all the changes in the branding strategy, has the Vegas brand had a consistent meaning to consumers? Is this benefit or a detriment as the city moves forward?

Ans: yes there is a consistent meaning. Although the positioning of the Vegas brand has changed, Vegas will never lose the ‘’ sin city ‘’ label. Important aspects of the core brand are consistent; old and new customers attest to a Vegas experience that includes a degree of naughtiness. Different customers have been targeted through city histories and this came from there strong branding strategy, which is:

a) Las Vegas as a powerful brand name has a Brand Equity: knowing that the brand name has an effect on the customers’ response to the product or its marketing.

b) Las Vegas has positioned its brand in target customers minds through: Brand positioning: by associating its name with a desirable benefit and experience to its customers (being naughtier). Brand name: when the name Vegas get mentioned it means ‘’ sin city ‘’ , luxury vacation and wholesome entertainment to its customers. Brand development:
Product Category Existing: Line Extention : extending the brand name to new forms, colors, and sizes. | Brand Extension: extending brand name to new product categories: | New: Multibrands: | New Brands |

Its benefits since the city have a broad pool of potential customers that have a similar understanding of what Vegas means, when being targeted in marketing campaigns.
It might be a determent: when trying to target families once again, since the family experience branding is the one that differs the most from the common consistent meaning of the brand.

Marketing researchers have shown that through hard economic times, the customers want to