The consumer’s awareness and associations lead to perceived quality, inferred attributes, and eventually brand loyalty. This perspective is labelled as customer-based brand equity. A strong brand provides a series of benefits to a service firm, such as greater customer loyalty and higher resiliency to endure crisis situations, higher profit margins, more favourable customer response to price change, and licensing and brand extension opportunities.
Successful brands provide consumers with a variety of functional and emotional benefits that positively influence their perceptions and subsequent behaviour related to that brand. It has been shown that such brands can be important intangible company assets with a demonstrable financial value.
A distinctive brand personality can create a set of unique and favourable associations in consumer memory and thus enhance brand equity. Coca-Cola calculates that only about 4 per cent of its value can be attributed to its plants, machinery and locations. The real value is in its intangible assets, and first among these is its brand.
Hilton Hotels have used branding to widen their market share by introducing new brands, such as Doubletree, Embassy Suites, Hampton Inn and Conrad when existing markets have become saturated. This has allowed each different brand to establish its own position within the market. The endorsed brand strategy puts a well-established name on a cluster of products or services. By endorsing a range of products, the lead brand can lend its good name and image to the entire brand family. Marriott estimated that adding the Marriott name to Fairfield nn increased occupancy rates by 15 percent.
Hotel organizations have successfully franchised their brands, whereby the owning company allows others to sell the product using their model and specifications in exchange for royalties. Intercontinental Hotels group has successfully franchised Crowne Plaza Hotels, which enabled the rapid expansion of the brand.
There are some doubters as to the effectiveness of hotel branding. It has been argued that the plethora of hotel brands and branding strategies may lead to confusion amongst consumers. The UK market is now becoming saturated with many low budget chain brands such as premier inn which are ideally suited at the moment to survive the current economic recession.
There national advertising campaign with a well known celebrity has also clearly targeted its audience as a quality budget brand that has the potential to steal many customers from the more luxury brands. The most salient factor is price at the moment. However Premier inn brand does portray quality at a low price. Consumers may also possibly receive other benefits in its advertising such as comfortable and fun due to its advertising imagery.
CASE STUDY – MALMAISON BRAND
Hotels traditionally have focused on describing their services and facilities. Malmaison focuses its marketing on the experience of ‘mal life’ and eats, drinks, sleeps philosophy, which again creates certain images and expectations, known as emotional branding.
Loyal customers may attach more importance to the perceived image of the brand andassociations as a reflection of themselves rather than the hotel services. A testament to the power of customer-based brand equity. Malmaison has more recently enjoyed a more publicised brand image due to the increasing number of celebrities frequenting the brand in various cities, and the increasing trend to publicise celebrities in the media. Exposure to this publicity strengthens the brand within their market, and may also expose it to others.
The brand also helps to motivate team members to really deliver, because working for a well-known, and liked brand is much better than working for one that isn’t. The growth of the hotel market in Europe will be driven by branding and franchising.As the brand continues to grow as more Malmaison properties open, consistent quality may be one of the biggest challenges facing the brand.
Continued success and growth of the brand must be carefully managed by constantly monitoring and adapting to the environment of its target market. The product must continually revise its added values and remain innovative to differentiate itself from its competitors, particularly as the market expands or becomes saturated. The brand’s imagery must continue to adapt and appeal to the target market’s values and associations. Malmaison must continue to deliver a consistent product in order to be the first choice in the consumer’s mind, as inconsistency can very quickly damage years of a positive image. There can be no doubt that brands play a crucial part in obtaining a competitive advantage. It is fair to say that the brand can be one of the most valuable assets a company can own. It is also, perhaps, the most vulnerable asset as well.
avtomaty-vulcandeluxe
ama-networx
davidhammerstein
campusjaeger
kellerisd
intent
futurescopes
locust
profiwm
atlas
pobiak
irapuatodigital
pulsar360
webnode
deambulations-nomades
siteground365
qcarriers
landingfolio
andymillar
theexpertta
thelalit
newyeezys
watersort
lavieenrose
res-pad
ufosightingsdaily
2020-film
ivermectineq
ccil
sabteahval
connectinprivate
sevitec
navyarmyccu
norwoodscale
zjks
thedailybanter
hns-net
satelmail
stackscale
ingram
channelcrawler
turnpikeinfo
1talking
life-
tatcenter
smnovella
feathercarbon
tpg
coupo
bankia
lagacetacofrade
rexam
sekoutcha
souschef
pressindex
petruscoseye
icdsoft
sasapost
seasonaltrip
legacy-scans
zoofiction
atomy123
sber
ufa108
zilog
nxtgenhosting
sollet
carolinashealthcare
adelaidemetro
buildwithrise
propmix
fourwheeltrends
10lowkey
lexus
spotpetins
klein-putz
bancopopular
vstbar
25431010
dnhost
adnet
imnuke
kalbi
c-rings
sparesbox
salonsdirect
top10deals
thistle
ferroviedellostato
hivemc
sildenafilutabs
glastonburyus
customneon
vetlogic
elexpres
darknet-drugstore
lovindublin
expertwebworld
indiaph24
armorall
appsiscore
casebook
ccgp-beijing
businessgrouphealth
kinometro
bittycdn
stuckonstyle
interbroad
poptopic
thevillages
testamericainc
zoviraxacyclovir
palisek
belisoft
iknow
innovetpet
asialadies
profi-real
igoal24
jobaline
galileo
sixpol
banker
d-n-s
ario
rapbasement
drkoncerthuset
kamadojoe
animesaturn
flightsaviour
oneleadertraining
inshaker
msmartlife
ruyo
gamepark
ieu
scholarships365
softwareonlinereview
charthop
p3healthpartners
brateisa
fajiao
yalta-net
luxresorts
movieposters
myontc
delo
321
koreawaterjet
onlinecialis20mgwithnorx
cruip
nikrunmotor
rplnd8
gobcantabria
time4writing
enelsrv
serverbr8
ebsh
thecargonepal
seapowermagazine
tong-aaa
polityka
theconsciousplantkitchen
chevyhardcore
meetimgz
metalorfe
reali
registrarcorp
gonglue
readinghorizons
gzzlzc
ideafinder
pipette
tyumbit
robertlerner
congchung7
ciso
trke
ujs
vdsid
gamestop
packersproshop
ceramicartsnetwork
impsat
imma
appstrackers
paint-tool
gunpost
worldcocoafoundation
maltego
hardhathosting
metropolitanafm
webcentral
creasp
unaone
sseu
rsadvnet
cumingtube
apg
soushu
bestelclientes
columbiasc
realworldtech
pingpong
badmovies
minieco
allopurinolbuy
rcc-group
orlybeauty
thisistucson
worldsleepday
cgitmsmdc
icas
dfcugroup
portugal
wheretobuyviagra
millenarywatches
demae
cheapcialispillonline
bauexpertenforum
mobileread
wxgebx
hikearizona
tutlance
datakrat
sevenwebtasarim
storececotec
ehyp
erodiertechnik-wenzel
neocom
itlinkonline
ssbs
livenguide
partnercommunity
tablademareas
warmquiver
rhinoroofracks
eac
moonbit
upats
hihairstyles
xenical
national-wiki
ieltspracticeonline
bitzngiggles
tsdweb
universali
dallemini
frontstretch
rainbow666
diclofenac
webvulkan24
krasland
teledoctor24
gailonline
paulsmiths
online-s-vip
students-library
stavkraygaz
3klika
nat
uskudarvinc
cimsec
pspnode
ivelt
srpcompanies
opsdns
playways
shjinbuti
meretdemeures
timeyespr
daytona
deeparmor
xiaoji001
kinyradio
nampak
sm
shauninman
wmzona
artizans
fort-pravama
glovoint
relevant
cellcept
hosto
onlineviagratabletnorx
peloride
uei
eqt
dhog
mixelpixel
globalcosmeticsnews
pikaramagazine
omadvocate
portsmouthva
sparkasse-muensterland-ost
youngpioneertours
nethost
songteksten
montesclaros
awsdns-cn-03
dfxtg
baodongnai
generictadalafil
cafehayek
skynetbb
peterbouchard
knsiradio
47rnic
robi2
peakwork
witstroom
zenst
premiumbeautynews
tecnolora
barexkft
viagra150mgpills
kiteds4
ucsiuniversity
geekextreme
ocsd
jmi
techreviewer
ite
logicpro
lastampastatic
yesterland
yourblocksite
jeffcole
xcycwl
nif
edingershops
fudbal91
proguides
krogerfeedback
ucatolica
collegesports
se-radio
nic
digitaldaemon
eliteclassic
typekey
mojovillage
4grad
norwalkreflector
loopcloud
corrector-castellano
zygzak
intelnethost
hs-albsig
cejip
become-it
refpakrtsb
sebrands
heroku
musiceman
stockfresh
wbr
um
assignmentpro
mypsyhealth
m720video
sciencedebate2008
buyincoins
maschinenring
talentio
zebronics
visiblealpha
wowshortvideos
bayern3
amazewatches
wellnesspetfood
buygenericcialis
animeotk
wctech
centix
clubbetting1
qualitymotors
brdnet
clojuredocs
gefter
solucionesviainternet
integrotech
reportur
bestinjurylawyerusa
opicshub
avanuov
enka
filedownload-stock
ip-tech
shop-shimamura
ampicillinacillin
placemark
nic
srv
pangu
bakedbyanintrovert
newsv
justfoodfordogs
newplasticseconomy
directorydirect
pgiconnect
codycross
spielemax
tharavaduheritage
onlineviagradrugnoprescription
s2mtraining
cerberus-chain
blindness
pushnets
creavite
holycowvegan
genericcialisdrugnoprescription
grinn-corp
clubbetting33
fsj168
mfa
ail
listing-concierge
waphall
priligy
flutterrepos
wvwdns
sildenafilcitrat
travis
montessoriislip
dnscodetia
sweet
mgo-images
ssmeiju
holstee
wunschgutschein
inc
gaston
com-link
l-avt
ylapi
retget
brastorage
mercadoshops
bpando
comnavikochi
palmettocarservice
viaccc
you
gposting
infotime
rojo
awesomehosting
staffbasestatic
4te
voclarion
boggi
krags
mostbets10
webfirst
onbid
paperjs
dnssquarl
baudville
brandnewviagra
973
bouletcorp
cialischeaptabletshop
eisp
5socks
trafficshield
ena
onestreamcloud
kagonekoshiro
promodomen
cialisbestmedicineonlinepharmacy
51yztd
veggiegrill
congressionalfcu
buyingviagra2021
discoverykidsplus
skgoldhosting
u-buy
shymilftube
comnaviosaka
cloudbigapps
bubblebox
myfastcdn
videoland
keellssuper
drogas
optimateweb
keurigonline
filmyquotes
enginsight
bisv
prismamediadigital
communitychoicecu
cetrogar
freeproxy
viperplay
bbshotangles
dypa
cwc
barbora
cheapestviagra
connect777
ubitennis
openenergymonitor
institutinternet
dd24
viagrawithoutadoctor
fort-it
pearsonschoolsystems
olera
trc33
metformin
logicbroker
wjnacheng
cws
videodownloaderbot
clpgh
weblogs
bushoojapan
okko
bespoke-bride
katolsk
-freespins
arena
iconclipart
double6
azsvbc
hofladen-bauernladen
m-gs
weshareholdings
krasotka
koleso
pagina
jsfund
bluenet
noddus
busfor
chanting-rep
buzzsenegal
giantsoft
starpro
boldfonts
tcgschool
whrvipdns
cheapcialistabletwithoutrx
pixio
citygf
analytickz
shadygroveumc
pro-goszakaz
viagratabwithnorx
davr
motorola
degrossier
danskfirmayoga
searchingforsingles
copylen
leader-maritsa
dnd
checkaso
raybans-sunglasses
pembepsikoloji
tvguide
turboblaster
art-navigator
filmhds
pupr
side
antislave
parisclassenumerique
y-besplatno
beprominent
czechhunter
librestock
sigma-stat
teradig
noxmobi
ringdna
audiosoft
caviar
keioplaza
readrate
genband
dotekomanie
modernhd
geekgalaxy
zfilm-hd-2788
mz
povcum
madisvalon
cevseritasarim
gumsnet
businessdetroit
unigroupinc
artistsandillustrators
artencraft
toptarhely
mediogate
fordownersclub
afro
n-ix
rrmediagroup
europa
1000corks
any
battlestarwiki
88
kiavi
online-uslugi
chnenergy
last-bookmarks
microline
uni-ubi
criticalmass
top10
launchcu
365haoys
comcastnow
neomorganics
prestigeautodetailingkc
ndla
adsnity
rochestermn
mindtrainingshops
firstrowsports
bornholm
aguarquitectura
prostoy
monroneylabels
lsmapi
ybonline
finsb
vdo
marktravel
paht
sacmag
yupoo
geo0node
grouptechno
dewx
ed
xawl
comnaviniigata
1kmovies
secundairedns
gotomoreinfo
endomainname
bzmfxz
med-spravka
kidiaone
opalesque
sodis
lithuania
evl
123passportphoto
nyafilmer11
pushcentric
cpso
asckhn
finedinemenu
ta
wumingfoundation
ge-sand
cypress
4mcafee
monroecounty-fl
kyotoanimation
nexuslabs
instyle
africanmanager
rem
zipzip
strntt003z6
bwredir
americancivilwar
upleap
fightergolden
onlinebusinessbuilderchallenge
imafex
news-finance24
viagracheaptabssale
satutoforone
fedcoseeds
madchen
quickbooksphonenumber
bengraphic
mturkcontent
onlinecoursereport
metoprololpx
cialismedicinepharmacy
nordkeyboards
thepixelcurve
lag
padmin
bigchurch
vhpa
gestionarival
notisistema
operengineering
spravka-pro
snaphost
xxtor
gizwitsapi
reliableparts
droppages
anwaltauskunft
hzsfjs
financialcenter
worldsoft-mail
ycjlbz
hydlisinopr
itrescue
usiserver
jihadology
sciarium
reactome
iccrinfo
ahachat
fiberhubdns
updato
innsalzach24
sildenafil
thatnerdshow
curvycry
giraffly
passepartout
nasi
doska-vse
digitechsialkot
onmobliciti
controlec
youngpussy
lucidmedia
mpfn
nissannx
profvalue
freedownloadvideo
hdmedia
homeasap
eviesiejipirkimai
0553666
barsanaclub
mjazira
olx
iggsq
the-conjugation
duzhongxin
ctii
americanairlines
aircompressorsdirect
enterprisemission
argnord
sinter-collect
hagisol
sharethroug
smau
daiwa
prepexpert
vuahanghieu
ivermectin
windbreakermanga
rootsmagic
nvdgroup
newelectronics
lipitor
soccerhighlights
kayak
rm-telecom
stutzen
quizscaperesults
all-translations
linyitangtoukaisuo
wedding-venues
its-telekom
vcsep
wikirank
netmatch
wirelessweek
echoehr
queenstownnz
laughingbanana
themefurnace
alturacu
orzgam
centralcasting
yelloweb4
sfaeds
genericcialistabletsale
vergehealth
uratv
alhvp
manga
as45302
mm4pro
lifewithdogs
cheapcialisprescription
heavy
comsave
strictlylimitedgames
hotword
visitpuertovallarta
anyington-insolines
cshealthforlife
manager-kim
heliumtracker
c-dy
painless
mercedes-benz
layner
ivans
ordercialistabletrx
as44981
nsign
powersearchpro
ossig
labocleo
fullbeaker
chinaiiss
inga-mywebsit
navvis
acehost
pointpur
iosaz
gdswork
ovh
indianoc
acemsd3
burgundywave
tormentas
str
pierresernet
univ-bordeaux
digtriad
quizthings
prattlibrary
seoforums
panjin
coolaser
justns
vds
turbovote
survivedivorce
cialisbuypills
htuzi
lagerhaus
stiftung-warentest
landtreff
mindfulschools
dynect
athensairport
kurgan
room
sellernext
station171
es21sys
unjbg
logicommerce
instantprovision
flixmate
c-heads
iveromectinforhumans
josephprince
hotelokura
watched
difference
dusyguri
sitesaudia
cedrus
koorong
nolvadex
tradew
csdl
wrk
rtarmenia
jocombs
cmcss
tmparts
lodgingmagazine
kassa24
vodafonehost
prepaway
cialisot
100thieves
signetjewelers
indiansmm
michaelkors
exactlyhowlong
isdownorblocked
nxmiaomu
boatcaptain
frag-caesar
performancedrive
cassaforense
insgly
avitech
dansnoscoeurs
axspace
treasury-factory
robvanderwoude
bayleys
painnewsnetwork
garypools
perfectgym
insightsc3m
zscgb
umiwx
projectorpsa
solutions
gazduiredns
cevoid
masteryacademy
raptastisch
3chi
ecotrack
vitiligo2000
learningforward
monster-it
dump
edatwork
alhgroup
bytesmanager
gauselmann
wemoto
nic
kaanoon
pushspring
starmen
cbeib
servicable
dttmx
hostpresto
nextpit
omunicipioblumenau
mymonocloud
mgd5
howtobbqright
schengenvisas
scentbox
loujiang
clearcover
ruboard
formrequests
trex
gdprprivacypolicy
viagracheappillonlinepharmacy
partnerandprofitprogram
bbaqw
generatewp
crmetalsheet
6ask
smileco
ind
zjednoczenie
nik-mi
darnet
hzfyggzy
dewekasadito
vardenafilxp
racesite
wct-1
qdgzzg
vpnjantit
tadalafiltabsonline
mashrou7
sothebysrealty
ccod
ovationtv
itxdesign
melbetcabinet
lnhndf
wavedns
weirdworm
turk-cinema
domain-for-sale
aboutchromebooks
cityofallen
peterluger
future-russia
samsungiots
filesmonsterclub
gettube
platformazakupowa
productserve
forsta
ugurlutrafik
98archive
philinnon
forms
googleow
road2college
asiafinancial
ccci
caremunich
tasteofsouthern
cl9
sdb
escalaminiaturas
networksonline
tyomarkkinatori
remontcompa
taxi2airport
wia
esolvo
profhost
avis
mywebgrocer
frankgroup
easyclouddns
ventrachicago
kag
mixerdlavas
huolalamove
socialwick
genericviagraonlinebuy
informarea
medoc
bear
dating
obico
tjap
foxroc
fastbit
ceccarmehedinti
superhpc
dumpsterdivingceo
kids24
cialisld
gay-male-celebs
orussia
glucose
ipnet
flavorthemoments
hrloo
mininterior
hxpxw
univem
dl8x
archny
niaoyun
twr
zirtual
ama-networx
interventioncentral
comnaviyamaguchi
setshape
comnavinagasaki
camfz
topmedia
yoozdl
mipanel
ospreypacks
nwcn
benchmark
gofishdigital
esologs
adstream
howthemarketworks
thenameservers
melbet-ru11
overstockbusiness
bulaclassifieds
kabelnetveendam
texashsfootball
naturenibbles
adthunder
gaskrank
btfox
tabookbusines
vhi
blairwitch
boys-day
mocafirst
crushftp
se-hd
toptendir
mitgroup
365-yz
humanity
hnyjdz
arkatek
gbcnv
mumubooks
sellload
xiangshibook
assemblyai
cialis5norx
masterdesi
sopro
hawku
appliedbehavioranalysisedu
fookes
hng
zaborona
leadfox
senado
therobertstreethub
prismacampaigns
startouch
giae
resene
crossbeam
ad-move
lord-film
mozemprego
worldcourier
ccl1
802secure
journalpatriot
rec
riad-aloe-vera
boyi886
floydsbarbershop
hiss
stop-ttip
thaiair
adsforyouguide
chenmed
javtc
hearthandvine
mnbar
pelhamasc
zadolba
commonbond
breg
postauto
journeymusic
rochdaleonline
atmcd
spiritualresearchfoundation
pin-up–online
lollipop-download
movistar
patientrewardshub
nbf
buycialis40mgnorx
root
evangnet
cnt-grms
globalleadership
razorsocial
drlaura
renpho
infosectrain
1543
berghain
polarhd
3dmixers
almeezan
nsfwyoutube
innovazione
wng
rasanegar
ivermectinvc
vladnet
emeraldexpo
connectsecure
mtshastanews
dootnaturals
unlimdate
daikinaircon
oneba
noonans
thisismyindia
gygestilistas
mountainhouse
allsecure
zolahost
georgemichael
pincong
dsmcase
renaultkadjarforum
garnethealth
hairygirly
savemart
iproov
hddino
systemway
yespik
levitravardenafil
viagratru
snqrsl
ndceg
holithemes
jovianarchive
thelyricarchive
affiliatebooster
compuone
fnbs
divxsweden
easyx
a5cloud-production
zwx110
buycialis10
spylog
gshopper
mediaryazan
balderton
7thpaycommissionnews
7oroof
nvoicepay
ksportal
monpetitforfait
testoony
bookspot
celestino
planergy
scasmartparts
weberhaus
proxim
nominum
autosport72
trade
nolimitcdn
pacman
bestviagratabletsale
loadextremelynewesttheproduct
click2win4life
orbxsystems
discoverpods
picybert
psychologue
myeasyip
yeltsin
mostbet-4a
emailsys1c
loginclaro
yubo
drtest
taskmanagementsoft
apfelpage
jumparticles
chloroquine1st
cf-se
iffgd
b365
nydj
cerebralpalsy
sildenafilcitratenx
rentandtravel
mila
biocon
crossdevicetracking
jemasoft
aha
computerworld
iboplayer
gross
pokemonrevolution
hosting247
ilikepantie
plantura
safecu
eldon
jjinline
genericviagradiscount
thegreenmania
aldi-gutfuerswir
promaster
allabout-japan
religiondigital
greume
5rlinternet
xxntube
namadin
elheraldodejuarez
renovahosting
bpsgameserver
ckn-asp
serversiam
coastalsunbelt
littleasians
homesearchdesign
kapfenberger-schuetzenverein
torquecars
furimawatch
browzine
solutions
zilbank
lagged
c-spanarchives
iculture
fsin-money
kciapm
itarian
tui-api
kme-kme
presswarehouse
lawyermarketing
newsweekespanol
clockster
homemate-research-sports
bhojpurifilmiduniya
hosokunagaku
positech
wedisk
libri
1xbetter17
abkgrupa
egybest
cultture
sidehustlestack
dakke
gvl
awsdns-cn-04
mxdare
ejie
wau
bingogamingapps
scandichotels
knifecountryusa
gaotu
khma
nuovopay
mlahanas
spectra
tmdhosting119
plumbr
assolombarda
profee
kuopa
aheliotech
sompo-japan
zaskin
dreso
skxox
streetgirls
nationalparks
smart-douga
haf
mingcheng
yachtclubgames
animedia
precheck
moreshowcase
reporter-ua
addleshawgoddard
onlinecontest
angarsk-adm
izmail-tour
zantarni
guycounseling
poclabs-jabber
syn1net
statusqueen
customcollegeplan
centogene
usebootstrap
easd
hdroom
orlistatls
quanminbtc
ososki
eksibilgisayar
caminspector
nte
shweisuo
expoints
reconomingo2536
s-english
exambazaar
stripchat
gedas
atozmath
efootwear
lightning
koech
voicesevas
hearthookhome
methanex
zavalasministorage
comnavikagawa
maskedsingertour
jako
dt
ab
backbook
haysconnect
leverageopportunities
newseria
srvusd
alamedaca
pushgaming
gibdd-pay
proplanvetdirect
gch7
heaterreaderapi
internetx
xvweb
fpt
bdbpl
thehotgames
skbm
wk-serv
vodafonedxl
lifespanfitness
frieschdagblad
jsgestioninmobiliaria
langago
ballisticmag
elephant
wedrawanimals
cursor
chc1
palmers
o-lucky
vlogy
reliablemsdsdc
esporte
eleazaronline
enter-web
tradeheal
aq7ua5ma85rddeinve
macronix
