• View the Talks
• 40 min
  1. Brand essentials - why brands are so important in hotel marketing

  • Mr. David Bowie
• 24 min
  2. The dynamics of the hotel customer

  • Ms. Pamela Carvell
• 48 min
  3. Market segmentation: a vital component of hotel marketing

  • Mr. Martin Evans
• 34 min
  4. Keep it simple

  • Mr. Rob Baldry
• 29 min
  5. The evolution of the sales cycle

  • Mr. Vito Curalli
• Archived Lectures *These may not cover the latest advances in the field
• 61 min
  6. Outstanding hospitality marketing for the 'noughties'

  • Mr. Ashley de Safrin
• 38 min
  7. Digital versus traditional marketing for hotels

  • Ms. Susan Briggs

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Multiplicity of brand theory
3. Multiplicity of hotel brands
4. Outline
5. Products and brands
6. Brands history
7. Brand definitions
8. The customers' perspective
9. The hotel company perspective
10. Origin of leading hotel brands
11. Corporate hotel branding
12. Scale of major players (1)
13. Scale of major players (2)
14. Who owns which brand?
15. A typology of hotel brand names (1)
16. A typology of hotel brand names (2)
17. Brand concepts
18. Example of brand concept
19. Brand standards
20. Brand congruence
21. Harder and softer hotel brands
22. Features of harder and softer brands
23. Brand awareness
24. Brand image
25. Hotel guest surveys
26. Types of brand loyalty
27. Hotel brand loyalty
28. Frequent guest programmes (FGP)
29. Brand architecture
30. House of brands strategy
31. Endorsed brand strategy
32. Sub brand strategy
33. Branded house strategy
34. Brand essentials
35. References

Topics Covered

• What are the brand essentials?
• Products and brands
• Origin of leading hotel brands
• Corporate hotel branding
• Brand concepts
• Brand standards
• Brand congruence
• Brand awareness and image
• Types of brand loyalty
• Frequent guest programs
• Brand architecture

Links

Series:

• Marketing Hotels

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on April 16, 2009