Name: Argie G. Catambacan (3-164)
Company Case: Las Vegas: What’s not Happening in Vegas
Questions for Discussion.
1. Given all the changes in the branding strategy for Las Vegas over the years, has
the Vegas brand had a consistent meaning to consumers? Is this a benefit or a
detriment to the city as it moves forward?
Although the positioning of the Vegas brand has changed from time to time,
the town has and will probably never entirely lose its “Sin City” label. Tourism is
Vegas’ biggest industry, and the reason behind that is because Vegas is
essentially an adult playground and an excellent way for adults to escape from the
real world. What attracts new customers and makes old customers return to Vegas
is a certain degree of “naughtiness” in the Vegas experience. When Las Vegas
was trying to expand and attract families to come to Vegas, they realized that the
