Hotel Management Marketing – Branding and Brand Strategy for your Hotels Properties

What is a Brand? A brand is a distinctive sign. Historically, cattle ranchers branded their stock so that they (and others) can identify their animals. The sign or symbol is very distinctive, so there can be no mistake as to the ownership of the cattle. Although there are some exceptions to this analogy, the same premise is applicable to products and services destined for the market. Although your brand has a distinctive physical presence, the essence of a brand is “born and raised” in the minds of customers and potential customers.

The elements of a brand include:
• The visual images you provide
• The messages you deliver
• Customers’ opinion of you in comparison with your competition

The creative aspects of a brand include:
• Brand name. Brand names are important because a name conveys a visual image. The brand name determines how a consumer will interpret a product’s benefits, features, and attributes.
• Logo. A product’s logo is also important. Visual perception is an important influence on consumer behavior. Choose colors, fonts and other visual elements that convey an appropriate meaning that will influence attitudes, emotions or behavior.
Brand Strategy
Brand strategy is designed to transmit the essence of your product or service. An effective brand strategy helps you communicate effectively with your target audience.
Brand Equity
Successful branding creates “brand equity” Brand equity is how much worth consumers assign to your brand. It is an important measure of your brand’s level of positioning in comparison to your competitors.
Product Positioning
Product positioning refers to how well a brand is remembered and recognized in comparison with other brands. Product positions are not instantaneous. They usually develop and progress over a period of years.
Competitive Positioning
Competitive positioning refers to the way a consumer thinks of a given brand in comparison to competing brands.
Upscale Positioning
An example of upscale positioning is a colorful, full-page ad in a popular magazine, such as GQ, which appeals to a select, exclusive segment of the market.
Mass Market Positioning
An example of mass market positioning is an ad in a popular magazine such as Better Homes and Gardens, that has an appeal to a general audience,

According to the formal definition provided by the AMA (American Marketing Association), a brand is a “”name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

Your brand is important. It signifies the total identity of your business and its products and services. Your brand exists in the routine interactions you have with your clientele. It is the promise you bring and the impression you leave.

Posted by California hotel management company Hotel Managers Group

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