Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. The nature of the hotel industry today
3. Why brand?
4. Key objectives
5. Objective one
6. What is a successful brand?
7. Effective product/service
8. Hotel products and services are easy to imitate
9. A distinctive identity
10. Added values
11. Brand personality and positioning
12. Objective two
13. Building blocks of a brand
14. Case study: Four Seasons
15. Case study: Westin Hotels and Resorts
16. Case study: Country Inns and Suites
17. Objective three
18. Hotel brand strategies
19. Brand architecture
20. Which architecture?
21. Expansion by price points
22. Brand specialization by product class
23. Branding in the hotel industry
24. Brand specialization
25. Brand proliferation
26. Summary

Topics Covered

• Why brand?
• What is a successful brand?
• A distinctive identity
• Brand personality and positioning
• Building blocks of a brand
• Hotel brand strategies
• Brand architecture
• Expansion by price points
• Brand specialization by class
• Branding in a hotel industry
• Brand specialization
• Brand proliferation

Links

Series:

• Branding and Product Specialization in Hotels

Categories:

• Marketing & Sales

Bite-size Case Studies:

• How Westin Hotels and Four Seasons leveraged symbolic values to build their brands

Talk Citation

Publication History

• Published on May 14, 2009