Travelmania Inc. is a new Internet based travel agency specializing in customized exotic and adventure travel. The company has limited resources and very low level of awareness in the market. Even within the exotic and adventure travel market, it has to deal with competition from the major online travel companies and needs to create a comprehensive differentiation and branding strategy.

1. What segmentation variables would you use to segment the market, and which segment would you focus on?
2. What should be the key concept at the center of the company's brand identity? Describe what should cross the customer's mind when they come across the Travelmania brand name.