International Marketing Development of Hospitality New Branding Image on the Hotel Sector
by
Table of Contents
Chapter 1: Introduction1
Background1
Aim and objectives of the Study2
Research Questions2
Significance of the Study2
Chapter 2: Literatures Review4
Branding4
The importance of branding to marketing strategy5
Services Branding7
Implications of Services Characteristics9
Services Branding Strategies11
Manage the Evidence11
Create Strong Organisational Associations12
Internalize the Brand13
Distinctiveness14
How branding concepts reflect on organisations' international development15
Rebranding16
Types of Rebranding Strategy17
Drivers of Rebranding18
Rebranding & Performance18
Rebranding and its effects on hotel operators and customers19
Product Marketing Mix20
Service Marketing Mix21
References23
Chapter 1: Introduction
Background
Marketing is one of the most important aspects of hospitality industry. It has influences on the whole structure of an organisation. A good marketing strategy will become a helping hand on rising sales and winning customer. It is also an aid of expending and developing market (Bowie and Buttle, 2008). For the most successful hospitality companies, especially for large hotel chains, international development has already become one of their main objectives in every year's annual plans. And all these organisations think highly of the progresses in this aspect.
There are many components should be considered when making an organisation's strategic marketing plan, which includes the current situation, strength and opportunity, strategy, and budgets and controls (Ataman, Heerde, and Mela, 2010). Branding is a major factor across the whole plan. A good brand will not only deliver clear massages to people, but also motivate their behaviours and create brand awareness, even loyalty. Therefore, branding will be specified as the main target in the research (Wilson, 2011).
In recent years, many major hospitality companies started to launch some new brands or re-launch some existing brands in order to developing their markets, so that they could attracted more customers with different consumption levels. For example, in the year of 2011, Accor was to rebrand its economy hotels. The current economy brands, Etap Hotel and All Seasons, were going to be grouped around a single Ibis “megabrand”, which includes Ibis Budget (Etap) and Ibis Styles (All Seasons). This decision was aimed to help lowering the operation cost and attract more customers (Accor Annual Report 2011). It happens that there was another case in 2009, Intercontinental Hotels Group rebranded Holiday Inn for the similar reasons. However, the effects of rebranding are far more than that above. It will be a reestablishment of the brand equity in order to give customers a more recognisable branding image and lead them to make a decision, so rebranding is also an assistance of international marketing development.
Aim and objectives of the Study
In order to make a good dissertation, the aim and objectives of the research must be set out in advance. The aim of this research is to identify and analysis new branding image by large hotel chains. In order to achieve this goal, the following objectives should be worked out:
The importance of branding to marketing strategy,
How branding concepts reflect on organisations' international development,
Rebranding and its effects on hotel operators in the hotel and customers.
Research Questions
What is the importance of branding to marketing strategy?
How branding concepts reflect on organisations' international development?