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29 min
1. Why branded hotels can outperform non-branded competitors- Mr. Robert Milburn
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36 min
2. How to connect the brand to the customer- Dr. Richard Michon
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36 min
3. Product specialization: how different brands compete- Dr. Maureen Brookes
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32 min
4. Performance measurement of branded hotels- Mr. Charles Suddaby
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36 min
5. The effects on sales when franchising a hotel- Mr. Vito Curalli
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23 min
6. Selecting the right branded management company- Mr. David Larone
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42 min
7. The case of a single brand corporation- Dr. Gabor Forgacs
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36 min
8. Hot new lifestyle hotel brands: best practices- Mr. Joel Rosen
Printable Handouts
Navigable Slide Index
- Introduction
- Speaker's research
- Branding failures
- Cosmetic branding
- Hospitality
- Example - McDonald's Ray Kroc
- Example - Disney's total customer experience
- Talk outline
- Marketing myopia
- Differentiation
- Augmented product
- Additional benefits to differentiation
- Marketing the intangible
- Branding a service
- Fuzziness to tangibility
- Example - the business class
- Example - McDonald's hamburger
- Example - McDonald's fastfood services
- Positioning or branding
- Positioning is war
- Positioning: delivering on promises
- The value map
- Branding and the mind (1)
- Example - basket of attributes
- Perceptual biases
- Branding and the mind (2)
- Drawers of the mind
- Mental structures
- Positioning process - 2 conditions
- Steps in the positioning process
- Literature review
- Customer clustering
- Qualitative research
- Sinful behavior
- Generate statements
- Competitive benchmark
- Looking at survey results
- Extracting main dimensions
- Perceptual mapping - prestige/ global
- Perceptual mapping - prestige/ service
- Decision and implementation
- Strategic thrusts (1)
- Strategic thrusts (2)
- Where do you want to be?
- Make it happen
- Wrap up
Topics Covered
- From differentiation to positioning to branding
- Branding of tangible products and intangible services
- Branding and the promise made to customers
- The brand in the customer's mind
- Brand positioning process
- Differentiated value proposition
- Implementation is the key
- Leadership and corporate culture
Talk Citation
Michon, R. (2009, May 14). How to connect the brand to the customer [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 16, 2024, from https://hstalks.com/bm/1237/.Export Citation (RIS)
Publication History
How to connect the brand to the customer
Published on May 14, 2009
36 min
