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Brand identity planning model of Hotel Miramonti

datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorSalomão, Miriam
dc.contributor.authorViana, Ana Isabel Pinheiro
dc.date.accessioned2022-12-07T09:41:22Z
dc.date.available2022-12-07T09:41:22Z
dc.date.issued2022-10-21
dc.description.abstractThe 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.pt_PT
dc.identifier.tid203107101pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.26/42529
dc.language.isoengpt_PT
dc.subjectBranding strategypt_PT
dc.subjectPerspectives of the hotelpt_PT
dc.subjectThe identity structurept_PT
dc.subjectThe value propositionpt_PT
dc.subjectThe brand positionpt_PT
dc.titleBrand identity planning model of Hotel Miramontipt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.grantorInstituto Português de Administração de Marketing
thesis.degree.nameMestrado em Marketingpt_PT

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