Management characteristics of hotel brands.

(1) Value-added There is no doubt that brands are valuable, and hotels can continue to make profits in the process of brand management. Coca-Cola is one of the most successful enterprises in brand operation so far, and was named the most valuable brand in the world by Business Weekly in 2004. Its brand assets have soared to $67.39 billion, and Coca-Cola's original raw materials are only the extracts of American coca leaves and African cola fruits. Similarly, the brand value of ethnic hotel "Jinjiang" in China is as high as114.89 million yuan, ranking 40th in "China 500 Most Valuable Joint Venture Brands List" and 4th in Shanghai. When Holiday Group sold the world-famous holiday brand to British Bath Company, its brand value was $6,543.8+$98 million. Although hotel brands have high value-added space, the return on brand investment is uncertain, and the success of operation has a direct impact on brand value. Some brands are worth more than one million, while others are worthless. As a hotel manager, if you don't pay attention to adjusting the brand and product structure according to market changes, it is likely to devalue the brand. (2) Exclusivity From a legal point of view, a brand is a trademark, which shows the ownership of a trademark, such as the right to register, use, own and transfer. Once a hotel brand is registered or patented, other hotels or enterprises may not use the brand to engage in commercial activities without authorization. This is the exclusivity of hotel brands in the legal sense. At the same time, the exclusiveness of hotel brands has more profound market significance. There may be such a phenomenon in hotel management: as long as one hotel introduces more popular dishes or entertainment facilities, other hotels will imitate them in a very short time, and the founder's advantage will soon disappear. The brand is different. Once a good brand is recognized by customers, it will form brand loyalty, which invisibly strengthens the specificity of the brand and is difficult for competitors to imitate. Even if competitors design similar brand logos (in fact, registered brand logos are protected by law, and imitating the brand designs of other hotels will lead to legal disputes under certain circumstances) and provide similar services, they can't take away loyal customers. A successful hotel brand is closely combined with its market positioning and corporate culture, which represents the experience of all guests to the hotel, which is beyond the reach of other hotels. In particular, the hotel brand has a certain popularity and reputation, and after the formation of word of mouth, exclusivity is more obvious. (3) Culture Every hotel brand has its own unique personality and cultural connotation. After centuries of development, the hotel industry has developed from an inn providing simple accommodation services to a "home away from home" for travelers and an important local social place. Since 1990s, even some small hotels with limited services have evolved into mid-range hotels providing food, such as Comfort Hotel, Hampton Hotel and Holiday Inn Express. More and more service functions endow hotel brands with different cultural characteristics. For international hotel groups, in the process of enterprise internationalization, it is necessary to absorb the regional cultures of different places to meet the needs of the local market. In the construction of hotel brands, we must pay attention to the cultural differences reflected by different types of hotel brands. For example, budget hotel brands often show friendly and approachable cultural characteristics, such as "clean as the moon, warm as home" home inns; Luxury hotel brands are noble, luxurious, elegant and steady, such as Four Seasons and Ritz-Carlton. (4) Emotional factors are very important in the relationship between emotional brands and customers. It is the brand's personality and attitude that attracts customers and maintains a large number of loyal customers. In fact, the creation of excellent brands is a process of a lot of emotional input: first, brand awareness is established through a large number of marketing means such as advertising and public relations, so that customers can initially know and understand hotel brands in the marketing bombing; Then make a difference in service quality and hotel characteristics, and establish a high reputation among target customers, which should be the result of popularity promotion, emotional management and characteristic service. Customers not only know the brand, but also find that they have the same or similar value orientation. Finally, customers have trust in the brand and have made many purchases, thus establishing brand loyalty on the basis of brand identity and becoming loyal customers of the brand.