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Brand identity planning model of Hotel Miramonti
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| 5.5 MB | Adobe PDF |
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Resumo(s)
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.
Descrição
Palavras-chave
Branding strategy Perspectives of the hotel The identity structure The value proposition The brand position