Brand equity of Las Vegas versus Biloxi, Mississippi

1 c. Discuss the brand equity of Las Vegas versus that of another Top 3 gaming destination-Biloxi, Mississippi.  

Brand equity is the value of the brand to the owners (destination) and value of brand for the visitors. Brand loyalty is one aspect of brand equity, which increases the brand value and since people associated with a brand effective customer targeting strategies increase the brand equity (Yoo & Singh, 2016). Las Vegas has better brand loyalty than Biloxi, Mississippi as it is well known by even out of state visitors, and the marketing initiatives have focused on the location’s uniqueness.  Las Vegas has a wider variety of entertainment services, there is a larger customer base even as the location is more expensive is diverse gaming and tourism industries. The success of Las Vegas is also based on attracting customers and loyalty cards and marketing initiatives have improved brand awareness. Even young adults are attracted Las Vegas because there is greater brand awareness, and as the strip attracts these customers (Green, 2016).  Similarly, bra...