Publicação
Brand identity planning model of Hotel Miramonti
| Resumo: | The present project's purpose is to create a branding strategy for Hotel Miramonti, for it to transmit a clear, coherent, and cohesive identity. The branding strategy proposition process starts by analyzing the internal and external factors within the context of the hotel (competitors, consumers, getting the director’s perspective and comparing it to the staff’s perspective to understand what can be actually feasible to do); then proposing a strategy. The project proposal addresses the steps suggested by David Aaker: the three perspectives of the hotel, the identity structure, the value proposition, and the brand position. The expected result of implementing this strategy’s proposal should be providing the hotel with a clear brand positioning, thus giving the hotel the right tools to have consistent communication (internally and externally) and, consequently, generating a clear and cohesive image, allowing the development of a brand-customer relationship. |
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| Autores principais: | Viana, Ana Isabel Pinheiro |
| Assunto: | Branding strategy Perspectives of the hotel The identity structure The value proposition The brand position |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Português de Administração de Marketing |
| Idioma: | inglês |
| Origem: | Instituto Português de Administração de Marketing |
| Resumo: | The present project's purpose is to create a branding strategy for Hotel Miramonti, for it to transmit a clear, coherent, and cohesive identity. The branding strategy proposition process starts by analyzing the internal and external factors within the context of the hotel (competitors, consumers, getting the director’s perspective and comparing it to the staff’s perspective to understand what can be actually feasible to do); then proposing a strategy. The project proposal addresses the steps suggested by David Aaker: the three perspectives of the hotel, the identity structure, the value proposition, and the brand position. The expected result of implementing this strategy’s proposal should be providing the hotel with a clear brand positioning, thus giving the hotel the right tools to have consistent communication (internally and externally) and, consequently, generating a clear and cohesive image, allowing the development of a brand-customer relationship. |
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