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136-424: Although "Azipod" is a registered brand name , it is sometimes used as a generic trademark for podded propulsion units manufactured by other companies. In the conventional azimuth thrusters such as Z-drive and L-drive thrusters, the propeller is driven by an electric motor or a diesel engine inside the ship's hull. The propeller is coupled to the prime mover with shafts and bevel gears that allow rotating

272-736: A museum ship , still gets underway several times a year for six-hour "Living History Cruises" that take the ship through Baltimore Harbor, down the Patapsco River , and into the Chesapeake Bay, and she is also the largest cruise ship operating under the American flag on the United States East Coast. Currently the three largest cruise line holding companies and operators in the world are Carnival Corporation & plc, Royal Caribbean Group and Norwegian Cruise Line Holdings . As an industry,

408-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

544-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

680-510: A 9% better fuel efficiency than the conventional propulsion system when it was first installed in the 1990s. In the meantime, improvements to the conventional designs have shrunk the gap to 6–8%, but on the other hand the hydrodynamic flow around the Azipod has been improved by fin retrofits and a dynamic computer optimization of the respective operating angles of the pods in multipod installations, thereby yielding overall efficiency improvements now in

816-458: A North American clientele added every year since 2001, as well as others servicing European clientele until the COVID-19 pandemic in 2020 saw the entire industry all but shut down. The average age of a cruise ship in 2024 is 17.5 years. Operators of cruise ships are known as cruise lines, which are companies that sell cruises to the public. Cruise lines have a dual character; they are partly in

952-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

1088-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

1224-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

1360-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

1496-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

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1632-508: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

1768-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

1904-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

2040-417: A combined capacity of 664,602 passengers. Cruising has become a major part of the tourism industry, with an estimated market of $ 29.4 billion per year, and over 19 million passengers carried worldwide annually as of 2011 . The industry's rapid growth saw nine or more newly built ships catering to a North American clientele added every year since 2001, as well as others servicing European clientele until

2176-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

2312-448: A crew deck with a swimming pool and hot tubs. The International Labour Organization 's 2006 Maritime Labour Convention is also known as the "Seafarers' Bill of Rights". Most cruise lines since the 2000s have to some extent priced the cruising experience à la carte , as passenger spending aboard generates significantly more than ticket sales. The passenger's ticket includes the stateroom accommodation, room service, unlimited meals in

2448-531: A day, making it the second largest concentration of Olympic accommodation behind the Olympic Village. This hosting solution has been used since then in Games held in coastal cities, such as at Sydney 2000 , Athens 2004 , London 2012 , Sochi 2014 , Rio 2016 and was going to be used at Tokyo 2020 . Cruise ships have been used to accommodate displaced persons during hurricanes. For example, on 1 September 2005,

2584-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

2720-451: A diverse range of ethnically themed restaurants aboard each ship. Ships also feature numerous bars and nightclubs for passenger entertainment; the majority of cruise lines do not include alcoholic beverages in their fares and passengers are expected to pay for drinks as they consume them. Most cruise lines also prohibit passengers from bringing aboard and consuming their own beverages, including alcohol, while aboard. Alcohol purchased duty-free

2856-427: A few hundred passengers". After 1980, they offered increasing amenities. As of 2010, city-sized ships have dozens of amenities. There have been nine or more new cruise ships added every year since 2001, including the 11 members of the aforementioned Vista class, and all at 100,000  GT or greater. The only actual ocean liner to be completed in recent years has been Cunard Line's Queen Mary 2 in 2004. Following

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2992-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

3128-493: A high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with

3264-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

3400-520: A perimeter accessible only by passengers and not by locals. Ports of call have often oriented their own businesses and facilities towards meeting the needs of visiting cruise ships. In one case, Icy Strait Point in Alaska, the entire destination was created explicitly and solely for cruise ship visitors. On "cruises to nowhere" or "nowhere voyages", some cruise ships make two- to three-night round trips without visiting any ports of call. Travel to and from

3536-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

3672-501: A reputation as "party ships" for younger travelers, but have become large, modern, yet still profitable, as well as Holland America Line and Cunard Line, whose ships cultivate an image of classic elegance. In 2004, Carnival had merged Cunard's headquarters with that of Princess Cruises in Santa Clarita, California so that administrative, financial and technology services could be combined, ending Cunard's history where it had operated as

3808-663: A series of fires burned on the island. Most cruise ships sail the Caribbean or the Mediterranean. Others operate elsewhere in places like Alaska , the South Pacific, the Baltic Sea and New England . A cruise ship that is moving from one of these regions to another will commonly operate a repositioning cruise while doing so. Expedition cruise lines, which usually operate small ships, visit certain more specialized destinations such as

3944-558: A standalone company (subsidiary) regardless of parent ownership. However, Cunard did regain some independence in 2009 when its headquarters were moved to Carnival House in Southampton. The common practice in the cruise industry in listing cruise ship transfers and orders is to list the smaller operating company, not the larger holding corporation, as the recipient cruise line of the sale, transfer, or new order. In other words, Carnival Cruise Line and Holland America Line, for example, are

4080-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

4216-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

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4352-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

4488-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

4624-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

4760-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

4896-477: Is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business , marketing , and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders . Brand names are sometimes distinguished from generic or store brands . The practice of branding—in

5032-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

5168-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

5304-427: Is defined for the ship, often suits and ties or even tuxedos for men, and formal dresses for women. The menu is more upscale than usual. Besides the dining room, modern cruise ships often contain one or more casual buffet-style eateries, which may be open 24 hours and with menus that vary throughout the day to provide meals ranging from breakfast to late-night snacks. In recent years, cruise lines have started to include

5440-421: Is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached

5576-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

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5712-472: Is sealed and returned to passengers when they disembark. There is often a central galley responsible for serving all major restaurants aboard the ship, though specialty restaurants may have their own separate galleys. As with any vessel, adequate provisioning is crucial, especially on a cruise ship serving several thousand meals at each seating. For example, a quasi "military operation" is required to load and unload 3,600 passengers and eight tons of food at

5848-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

5984-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

6120-431: The COVID-19 pandemic in 2020 saw the entire industry all but shut down. The average age of a cruise ship in 2024 is 17.5 years. The construction market for cruise ships is dominated by three European companies and one Asian company. Operators of cruise ships are known as cruise lines. Cruise ships are organized much like floating hotels, with a complete hospitality staff in addition to the usual ship's crew. Traditionally,

6256-472: The French Line 's SS  France (1961), and Cunard Line 's RMS Queen Elizabeth 2 (1969) were designed to serve the dual purposes of ocean liner during the northern hemisphere summer months and cruise ship in the winter, incorporating doors and baffles that could be open or closed to divide classes or open the ship to one class, wherein all passengers received roughly the same quality berthing and most of

6392-550: The Oasis -class ships is the split, atrium structure, made possible by the hull's extraordinary width, with the 6-deck high Central Park and Boardwalk outdoor areas running down the middle of the ship and verandas on all decks. In two short decades (1988–2009), the largest class cruise ships have grown a third longer (268 to 364.75 m, 879 ft 3 in to 1,196 ft 8 in), doubled their widths (32.2 to 65.7 m, 105 ft 8 in to 215 ft 7 in), nearly tripled

6528-761: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

6664-729: The South Pacific , and the Baltic Sea . Large cruise ships have been identified as one of the major causes of overtourism . Italy, a traditional focus of the Grand Tour , offered an early cruise experience on the Francesco I , flying the flag of the Kingdom of the Two Sicilies . Built in 1831, the Francesco I sailed from Naples in early June 1833, preceded by an advertising campaign. Nobles, authorities, and royal princes from all over Europe boarded

6800-418: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

6936-478: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

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7072-602: The "megaships" of Carnival and Royal Caribbean—designed such that virtually all of their suites are balconies. Several specialty lines offer "expedition cruising" or only operate small ships, visiting certain destinations such as the Arctic and Antarctica, or the Galápagos Islands . John W. Brown , which formerly operated as part of the United States Merchant Marine during World War II before being converted to

7208-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

7344-488: The 1960s, intercontinental travelers switched from ships to planes, sending the ocean liner trade into a terminal decline. Certain characteristics of older ocean liners made them unsuitable for cruising duties, such as high fuel consumption, deep draught preventing them from entering shallow ports, and cabins (often windowless) designed to maximize passenger numbers rather than comfort. In the late 1950s and 1960s, ships such as Holland America Line 's SS  Rotterdam (1959),

7480-432: The 1990s led to many cruise lines being bought by much larger holding companies and continue to operate as "brands" or subsidiaries of the holding company. Brands continue to be maintained partly because of the expectation of repeat customer loyalty, and also to offer different levels of quality and service. For instance, Carnival Corporation & plc owns both Carnival Cruise Line , whose former image were vessels that had

7616-468: The 1990s, the vast majority of ships capable of operating in ice without icebreaker escort have been fitted with Azipod propulsion system. The first three Azipod units were of so-called "pushing" type in which the propeller is mounted behind the gondola. In the subsequent installations, ABB adopted the more efficient "pulling" configuration similar to propeller-driven airplanes. The world's first cruise ship fitted with Azipod propulsion units, Elation ,

7752-510: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

7888-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

8024-468: The Azipod unit rotate 360 degrees about the vertical axis. Because Azipod units utilize fixed-pitch propellers, power is always fed through a variable-frequency drive or cycloconverter that allows speed and direction control of the propulsion motors. The pod's propeller usually faces forward because in this pulling (or tractor) configuration the propeller is more efficient due to operation in undisturbed flow. Because it can rotate around its mount axis,

8160-524: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

8296-553: The U.S. Federal Emergency Management Agency (FEMA) contracted three Carnival Cruise Lines vessels ( Carnival Fantasy , the former Carnival Holiday , and the Carnival Sensation ) to house Hurricane Katrina evacuees. In 2017, cruise ships were used to help transport residents from some Caribbean islands destroyed by Hurricane Irma , as well as Puerto Rico residents displaced by Hurricane Maria . The cruise ships have also been used for evacuations. In 2010, in response to

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8432-486: The addition of a casino and other entertainment amenities, the crossing was advertised as a vacation in itself. The 1977–1986 television series The Love Boat helped to popularize the concept as a romantic opportunity for couples. Industry experts credit the series with increasing interest in the cruise industry, especially for those that weren't newlyweds or senior citizens, and for the resulting demand to spur investment in new ships instead of conversions. The influence

8568-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

8704-515: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

8840-869: The base fare on Regent Seven Seas ships includes most alcoholic beverages on board ship and most shore excursions in ports of call, as well as all gratuities that would normally be paid to hotel staff on the ship. The fare may also include a one-night hotel stay before boarding, and the air fare to and from the cruise's origin and destination ports. Many cruise lines have loyalty programs . Using these and by booking inexpensive tickets, some people have found it cheaper to live continuously on cruise ships instead of on land. Cruise ships and former liners sometimes find use in applications other than those for which they were built. Due to slower speed and reduced seaworthiness, as well as being largely introduced after several major wars, cruise ships have also been used as troop transport vessels. By contrast, ocean liners were often seen as

8976-652: The beginning and end of each cruise, for the Royal Princess . Modern cruise ships typically have aboard some or all of the following facilities: Some ships have bowling alleys, ice skating rinks, rock climbing walls, sky-diving simulators, miniature golf courses, video arcades, ziplines, surfing simulators, water slides, basketball courts, tennis courts, chain restaurants, ropes obstacle courses, and even roller coasters. Crew are usually hired on three to eleven month contracts which may then be renewed as mutually agreed, depending on service ratings from passengers as well as

9112-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

9248-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

9384-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

9520-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

9656-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has

9792-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

9928-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

10064-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

10200-428: The company's group insurance plan. The direct salary is low by North American standards, though restaurant staff have considerable earning potential from passenger tips. Crew members do not have any expenses while on board, because food and accommodation, medical care, and transportation for most employees, are included. Bard College at Simon's Rock professor Francisca Oyogoa states that "Crewing agencies often exploit

10336-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

10472-706: The cruise lines from this common industry practice point of view; whereas Carnival Corporation & plc and Royal Caribbean Group , for example, can be considered holding corporations of cruise lines. This industry practice of using the smaller operating company, not the larger holding corporation, is also followed in the list of cruise lines and in member-based reviews of cruise lines. Some cruise lines have specialties; for example, Saga Cruises only allows passengers over 50 years old aboard their ships, and Star Clippers and formerly Windjammer Barefoot Cruises and Windstar Cruises only operate tall ships . Regent Seven Seas Cruises operates medium-sized vessels—smaller than

10608-473: The cruise ship business has been volatile. The ships are large capital investments with high operating costs. A persistent decrease in bookings can put a company in financial jeopardy. Cruise lines have sold, renovated, or renamed their ships to keep up with travel trends. Cruise lines operate their ships almost constantly. If the maintenance is unscheduled, it can result, potentially, in thousands of dissatisfied customers. A wave of failures and consolidations in

10744-472: The cruise ship, which sailed in just over three months to Taormina , Catania , Syracuse , Malta , Corfu , Patras , Delphi , Zante , Athens , Smyrna and Constantinople , providing passengers with excursions and guided tours. P&O first introduced passenger-cruising services in 1844, advertising sea tours to destinations such as Gibraltar , Malta and Athens, sailing from Southampton . The forerunner of modern cruise holidays , these voyages were

10880-405: The cyclical nature of the cruise line operator. Most staff work 77-hour work weeks for 10 months continuously followed by two months of vacation. There are no paid vacations or pensions for service, non-management crew, depending on the level of the position and the type of the contract. Non-service and management crew members get paid vacation, medical, retirement options, and can participate in

11016-465: The desperation of potential employees." Living arrangements vary by cruise line, but mostly by shipboard position. In general two employees share a cabin with a shower, commode and a desk with a television set, while senior officers are assigned single cabins. There is a set of facilities for the crew separate from that for passengers, such as mess rooms and bars, recreation rooms, prayer rooms/mosques, and fitness center, with some larger ships even having

11152-448: The encouraging experiences from the prototype installation, the development of the Azipod concept continued and the next units were retrofitted on two Finnish oil tankers, Uikku and Lunni , in 1993 and 1994, respectively. Nearly eight times as powerful as the prototype, the 11.4   MW Azipod units considerably increased the icegoing ability of the vessels that were already built with independent icebreaking capability in mind. Since

11288-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

11424-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

11560-422: The first "mega-cruise ship". The main exception was Cunard's Queen Elizabeth 2 : although being put on more cruises, she maintained the regular transatlantic crossing tradition throughout the year, but with a stronger focus on leisure passengers, catering to a niche market of those who appreciated the several days at sea. International celebrities were hired to perform acts on board, along with cabarets , and with

11696-470: The first icebreakers with alternating current propulsion motors and cycloconverters . The development of the prototype started in 1989 and the first unit was ready for installation in the following year. The 1.5   MW unit, dubbed "Azipod" (short for azimuthing electric podded drive) was installed on the 1979-built Finnish fairway support vessel Seili at Hietalahti shipyard in Helsinki , Finland. After

11832-424: The first of their kind. P&O Cruises is the world's oldest cruise line . The company later introduced round trips to destinations such as Alexandria and Constantinople. It underwent a period of rapid expansion in the latter half of the 19th century, commissioning larger and more luxurious ships to serve the steadily expanding market. Notable ships of the era include SS  Ravenna built in 1880, which became

11968-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

12104-519: The first ship built with a total steel superstructure, and SS  Valetta built in 1889. The cruise of Augusta Victoria in the Mediterranean and the Near East from 22 January to 22 March 1891, with 241 passengers including Albert Ballin and wife themselves, is often stated to have been the first ever cruise. Christian Wilhelm Allers published an illustrated account of it as Backschisch . The first vessel built exclusively for luxury cruising

12240-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

12376-554: The full-size unit by its permanent magnet synchronous motor which is directly cooled by sea water. For drilling vessels, it is also available in "pushing" configuration and can be fitted with a nozzle to increase bollard pull thrust in stationkeeping applications. Unlike the full-sized Azipod units which are assembled in Finland, the Compact Azipod units are manufactured in China. During

12512-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

12648-398: The initial years in service, some widely publicised cruise ship service disruptions with the bigger Azipod V design have occurred. The latest design, the Azipod X, incorporates these improvements, with a view to a service interval of five years, and features bearings that can be taken apart and repaired from inside the pod while the ship is harbored normally. Brand name A brand

12784-589: The late-19th century, Albert Ballin, director of the Hamburg-America Line, was the first to send his transatlantic ships out on long southern cruises during the worst of the North Atlantic winter seasons. Other companies followed suit. Some of them built specialized ships designed for easy transformation between summer crossings and winter cruising. In 1897 three luxury liners, all European-owned, offered transportation between Europe and North America. In 1906

12920-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

13056-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

13192-744: The main dining room (or main restaurant) and buffet, access to shows, and use of pool and gym facilities, while there is a daily gratuity charge to cover housekeeping and waiter service. However, there are extra charges for alcohol and soft drinks, official cruise photos, Internet and wi-fi access, and specialty restaurants. Cruise lines earn significantly from selling onshore excursions offered by local contractors; keeping 50% or more of what passengers spend for these tours. In addition, cruise ships earn significant commissions on sales from onshore stores that are promoted on board as "preferred" (as much as 40% of gross sales). Facilitating this practice are modern cruise terminals with establishments of duty-free shops inside

13328-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

13464-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

13600-501: The mass cruising market. They also were the first series of cruise ships to include a multi-story lobby with a glass elevator and had a single deck devoted entirely to cabins with private balconies, instead of oceanview cabins. Other cruise lines soon launched ships with similar attributes, such as the Fantasy class , leading up to the Panamax -type Vista class , designed such that two-thirds of

13736-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity

13872-569: The modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there

14008-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

14144-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

14280-549: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

14416-583: The number had increased to seven. The British Inman Line owned City of Paris , the Cunard Line had Campania and Lucania . The White Star Line owned Majestic and Teutonic . La Lorraine and La Savoie sailed for the French Compagnie Générale Transatlantique . Modern cruise ships tend to have less hull strength, speed, and agility compared to ocean liners. With the advent of large passenger jet aircraft in

14552-401: The oceanview staterooms have balconies. As the veranda suites were particularly lucrative for cruise lines, something which was lacking in older ocean liners, recent cruise ships have been designed to maximize such amenities and have been described as "balcony-laden floating condominiums". Until 1975–1980, cruises offered shuffleboard , deck chairs, "drinks with umbrellas and little else for

14688-421: The original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw

14824-408: The pod can apply its thrust in any direction. Azimuth thrusters allow ships to be more maneuverable and enable them to travel backward nearly as efficiently as they can travel forward. In order for the full capabilities of podded propulsion units to be realized in commercial service, shiphandling training on simulators and manned models is required for the crew. The podded design typically achieved

14960-539: The port of departure is usually the passengers' responsibility, although purchasing a transfer pass from the cruise line for the trip between the airport and cruise terminal will guarantee that the ship will not leave until the passenger is aboard. Similarly, if the passenger books a shore excursion with the cruise line and the tour runs late, the ship is obliged to remain until the passenger returns. Luxury cruise lines such as Regent Seven Seas Cruises and Crystal Cruises market their fares as "all-inclusive". For example,

15096-657: The practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

15232-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

15368-563: The pride of their country and used to rival liners of other nations, and have been requisitioned during both World Wars and the Falklands War to transport soldiers and serve as hospital ships . During the 1992 Summer Olympics , eleven cruise ships docked at the Port of Barcelona for an average of 18 days, served as floating hotels to help accommodate the large influx of visitors to the Games. They were available to sponsors and hosted 11,000 guests

15504-513: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

15640-732: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Cruise ship Cruise ships are large passenger ships used mainly for vacationing . Unlike ocean liners , which are used for transport, cruise ships typically embark on round-trip voyages to various ports of call, where passengers may go on tours known as "shore excursions". Modern cruise ships tend to have less hull strength, speed, and agility compared to ocean liners. However, they have added amenities to cater to water tourists , with recent vessels being described as "balcony-laden floating condominiums". As of November 2022 there were 302 cruise ships operating worldwide, with

15776-420: The propeller about a vertical axis. This type of propulsion system has a long tradition throughout the 1990s and today such propulsion units are produced by a number of companies around the world. In the Azipod unit, the electric motor is mounted inside the propulsion unit and the propeller is connected directly to the motor shaft. Electric power for the propulsion motor is conducted through slip rings that let

15912-529: The range of 18%. In 1987, the Finnish National Board of Navigation made a co-operation proposal to the electrical equipment company Strömberg (later ABB ) and the Finnish shipbuilder Wärtsilä Marine for the development of a new type of electric propulsion unit. Prior to this, the companies had been working together for decades in the field of diesel-electric propulsion systems and in the 1980s produced

16048-496: The refit, the vessel's icebreaking performance was considerably increased and she was also found out to be capable of breaking ice astern (backwards). This discovery of a new operating mode eventually led to the development of the double acting ship concept in the early 1990s. When Seili was refitted with new propulsion system in the 2000s, the prototype unit was donated to Forum Marinum and put on display in Turku , Finland. Following

16184-568: The retirement of her running mate Queen Elizabeth 2 in November 2008, Queen Mary 2 is the only liner operating on scheduled transatlantic service, though she also sees significant service on cruise routes. Queen Mary 2 was for a time the largest passenger ship before being surpassed by Royal Caribbean International 's Freedom -class vessels in 2006. The Freedom -class ships were in turn overtaken by RCI's own Oasis -class vessels which entered service in 2009 and 2010. A distinctive feature of

16320-580: The same facilities. (Passengers in cabins in certain grades on the Queen Elizabeth 2 had access only to certain dining rooms). Ocean liner services almost ceased in the 1970s and 1980s. The Rotterdam was put on permanent cruise service in 1968, while the France (at the time the largest passenger vessel in the world) was mothballed in 1974, sold to Norwegian Cruise Line in 1979, and after major renovations relaunched as SS  Norway in 1980, thus becoming

16456-560: The ship's events (such as shows and performances) for the late diners, but this problem is usually fixed by having a shorter version of the event take place before late dinner. Cunard Line ships maintain the class tradition of ocean liners and have separate dining rooms for different types of suites, while Celebrity Cruises and Princess Cruises have a standard dining room and "upgrade" specialty restaurants that require pre-booking and cover charges. Many cruises schedule one or more "formal dining" nights. Guests dress "formally", however, that

16592-542: The ships' restaurants organize two dinner services per day, early dining and late dining, and passengers are allocated a set dining time for the entire cruise; a recent trend is to allow diners to dine whenever they want. Besides the dining room, modern cruise ships often contain one or more casual buffet-style eateries. Most cruise ships sail the Caribbean or the Mediterranean . Others operate elsewhere in places like Alaska ,

16728-401: The ships' restaurants organize two dinner services per day, early dining and late dining, and passengers are allocated a set dining time for the entire cruise; a recent trend is to allow diners to dine whenever they want. Having two dinner times allows the ship to have enough time and space to accommodate all of its guests. Having two different dinner services can cause some conflicts with some of

16864-472: The shutdown of UK airspace due to the eruption of Iceland's Eyjafjallajökull volcano, the newly completed Celebrity Eclipse was used to rescue 2,000 British tourists stranded in Spain as an act of goodwill by the owners. The ship departed from Southampton for Bilbao on 21 April, and returned on 23 April. A cruise ship was kept on standby in case inhabitants of Kangaroo Island required evacuation in 2020 after

17000-550: The symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In

17136-442: The title of the largest cruise ship in the world at the time of delivery. Another further development of the original electric podded propulsion concept is the Compact Azipod, a smaller Azipod unit introduced in the early 2000s. It is intended for smaller ships such as research vessels and yachts as well as dynamically positioned drilling rigs that may utilize up to eight such propulsors. The smaller Azipod Compact differs from

17272-419: The total number of cabins on all of the world's cruise ships amount to less than 2% of the world's hotel rooms. Cruise ships are organized much like floating hotels, with a complete hospitality staff in addition to the usual ship's crew. It is not uncommon for the most luxurious ships to have more crew and staff than passengers. Dining on almost all cruise ships is included in the cruise price. Traditionally,

17408-582: The total passenger count (2,744 to 7,600), and more than tripled in volume (73,000 to 248,000 GT). Also, the "megaships" went from a single deck with verandas to all decks with verandas. As of November 2022 there were 302 cruise ships operating worldwide, with a combined capacity of 664,602 passengers. Cruising has become a major part of the tourism industry, with an estimated market of $ 29.4 billion per year, and over 19 million passengers carried worldwide annually as of 2011 . The industry's rapid growth saw nine or more newly built ships catering to

17544-451: The transportation business, and partly in the leisure entertainment business, a duality that carries down into the ships themselves, which have both a crew headed by the ship's captain, and a hospitality staff headed by the equivalent of a hotel manager . Among cruise lines, some are direct descendants of the traditional passenger shipping lines (such as Cunard), while others were founded from the 1960s specifically for cruising. Historically,

17680-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

17816-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

17952-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

18088-654: Was Prinzessin Victoria Luise of the German Empire, designed by Albert Ballin, general manager of the Hamburg-America Line . The ship was completed in 1900. The practice of luxury cruising made steady inroads into the more established market for transatlantic crossings . In the competition for passengers, ocean liners – Titanic being the most famous example – added luxuries such as fine dining , luxury services , and staterooms with finer appointments. In

18224-625: Was delivered by Kværner Masa-Yards Helsinki shipyard in the spring of 1998. Even though the Azipod was initially developed for icebreaking vessels, cruise ships have become the largest group of ships by type to be fitted with Azipod propulsion system since the 1990s and the success of the electric podded propulsion units has paved the way for competitors such as the Rolls-Royce Mermaid. Among the vessels fitted with Azipod units are Royal Caribbean International 's Voyager - , Freedom - , Oasis - and Icon -class cruise ships, each of which held

18360-489: Was particularly notable for Princess Cruises , a line that partnered with the series and received a great deal of attention as a result. Contemporary cruise ships built in the late 1980s and later, such as the Sovereign class which broke the size record held for decades by Norway , showed characteristics of size once reserved for ocean liners. The Sovereign -class ships were the first "megaships" to be built specifically for

18496-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

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