Traditionally, a brand is thought to evoke in the minds of customers, a certain personality, presence and product or service. A brand can be defined as a name, sign, symbol or design, or a combination of these, referred to the products of an organization to identify and distinguish from those of competitors.
This is also referred to as a logo for use in promotion of the product. The brand mark is the element of the brand identity, consisting of the design or symbol. The brand name refers to the words, as the name Nike, the brand and brand represented by the swoosh symbol.
Many hotel brands have become household names like Hilton and Holiday Inn. The following characteristics associated with a successful brand that are: name, symbol or both are known, it is unique and can not be copied by competitors, is a reflection of the consumer self-image, it represents the intangibilities of the product, it informs and influences a consumer at the point of consumption, it forms the basis for all marketing activities.
In developing a brand of the objectives should be thought out. It is important to point out the features, such as brand quality, value for money, emotional attraction and status attached.
BRANDS
Kotler (2006), the following characteristics for the design of a brand name: appropriate metaphors, easy name to pronounce and remember, with distinctive color and design support, use words that the nature of the product and enhancing the benefits of, registered in the countries who wants to operate and easy to translate a foreign language.
When the car manufacturer General Motors introduced the Chevy Nova in South America, was apparently not aware that "no va means" it will not 'go in Spanish. Once they realized they quickly changed the name to a considerable financial cost and damage the company's brand image.
Research confirms how much the name in particular, but also the logo and design styles of different brands, may affect the perception of supply by them (Holloway, 2004).
Once a name is chosen should remain protected until the product reaches the end of his life. The costs of changing signage, merchandise and supplies can run into millions of pounds in a large hotel chain also because of the somewhat intangible nature of hospitality products that can not be sampled in advance, the buyer can have enhanced security by means of a famous and popular brand product.
A brand derives its value from the perception consumers. The expectations created by the consumer brand name will continue evaluation of the actual performance impact, as demonstrated in person perception (Darley & Gross, 1983). Brands attract customers by developing a perception of good quality and value (Kotler, 2004). Marketers would do well to invest heavily in creating testing and product names.
CASE STUDY – FIRE MALMAISON
Branding is a topic of great importance in the global hotel industry. In the U.S. more than 70 percent brand of hotels in Canada, brand penetration is around 40 percent. Generally in Europe, only about 20-25 percent of room capacity is stigmatized by an integrated chain.
The Malmaison brand is named after a castle on the outskirts of Paris (the original home of Napoleon Bonaparte and his lover, Josephine), which is richly decorated and a 18th century style icon. Two hundred years later, in 1994, Malmaison Hotel British industrial revolution by opening its first hotel in Edinburgh and gifts of the birth of affordable luxury.
The brand was born from the idea that there is a need for better value mid-market alternatives to luxury hotels. But affordability does not have to compromise style Malmaison has consistently proved something. The original vision stemmed from an understanding of business travelers and their needs, and the emerging existence of a growing group of critical, upward-mobile customers who wanted more
than the mid-market brands sold.
Malmaison has always regarded as a lifestyle brand, marries his emphasis on getting the basics right with extensive hospitality, to a degree that few other hotel brands can match. As one of the first 'lifestyle hotels' on the market, Malmaison strives to stay ahead of its main competitors by
product and never lose sight of its target audience – mostly mid-thirty something business travelers.
The MWB Group, which owns Hotel du Vin and Malmaison, have traded as two separate entities, keeping the brand and mystic essences of both companies completely separate. Malmaison Liverpool has 'added value' (Doyle, 2002) to its brand by introducing the Toffee Suite, named for Everton Football Club, there is also the Head Suite for fans of their rivals, Liverpool. Brand Image Creation was in other ways as a guest reports: "Feel great, feel free," advises one next to some attractive lotions in the bathroom, advising us to "take the toilet." They are all free ".
This is all designed to inspire brand loyalty by creating what hoteliers hope will be a distinctive experience for guests. Malmaison is the hotel of choice for British holidaymakers and business travelers, the British Hotel Guest Survey 2008. The Malmaison name does not appear to have had a negative impact on the brand, this may be due to the images associated with the name the French and the translation of various brand associations. Imagery of the brand suggests a contemporary, innovative, stylish and design-conscious brand that is reflective of the product. These brand attributes are successfully deployed to the equity of the brand and develop a strong image in the minds of its target market.
Darren has been a hospitality manager for over 12 years, working for several 4-5 star international and privately owned hotel companies in the UK, West Indies and Australia. Darren is currently completing a final MA dissertation in Hospitality and Tourism Management Development at Liverpool JMU.
reflective paint for motorcycles? stickers?
I looked at the online shops of motorcycle and automobile paint shops and online, but still can not find reflective paint (like they do in stop signs). Any ideas?
Check your other question. The crystal sphere clear spray coating is like a stop sign.
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