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?

What is rebranding and ...