The Evolution Of The Carnival Brand

Describes how Carnival Cruise Lines have researched their potential market in order to widen and update the appeal of their brand, and the changes they have introduced in consequence.

The Evolution Of The Carnival Brand

Bob DickinsonCarnival Cruise Lines

“A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well.”

Jeff Bezos, Founder of Amazon.com

More than a decade ago, we at Carnival Cruise Lines set out to change our reputation. We were already a leader in the cruise industry, but our image and some aspects of our product were dated and needed a contemporary shift in order to continue to build the brand and remain in a leadership position for the future.

We already had...

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