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It might be helpful to think about
building a successful hotel brand
in the same way
that one would build a hotel.
In order to build a hotel
that will last,
a strong foundation must be created.
The same holds true for a hotel brand
where the foundation comprises
of functional features or elements
that we discussed earlier
such as location
and food and beverage facilities.
Each will provide a strong foundation
when they provide target markets
with the functional benefits
they demand.
The next layer in the hotel brand
should incorporate those elements
that provide emotional benefits
to the target market.
Some consumers crave
a pampering experience,
others, a home away
from home experience,
and others seek the emotional benefits
of status or self-esteem
associated with certain hotel brands.
The symbolic benefits are then added
to these other elements.
There has been
a grand proportion of hotel consumers
who place value
on environmental sustainability
and therefore seek brands
that add value to the purchase
by meeting this symbolic need
through their organizational practices
and reputation.
Once these three elements
have been built into the brand,
the personality and positioning
must be defined.
The personality as we saw earlier
is where the human traits
are incorporated
and then the brand is positioned
in the marketplace
in relation to competitive brands.
When we add all these layers
or ingredients together,
the brand essence is defined.
Brand essence is a combination
of the benefits provided
and therefore the values of the brand
and its personality.
It reflects the complexity of the brand
and how all other component parts
are built into it.
But it can often be communicated
to consumers in a simple way
such as commitment to excellence
or your every need catered for.
Even if brands evolve to match changing
functional and emotional needs
for target customers,
the brand essence
should be made constant.
