Hotel brand hotel brand function

Hotels not only provide tangible products, but also provide intangible services, which determines that brands have different functions for enterprises and customers. (1) The role of hotel brand in hotels ① Strengthen hotel personality and improve brand recognition. Stephen King once said, "Products are things produced in factories, while brands are things that consumers buy. A product can be imitated by competitors, but the brand is unique. Products will soon become obsolete and successful brands will last forever. " There is little difference in hotel products of the same level, there is no patent protection, and it is easy to be imitated by competitors. Unique hotel brands make guests impressed by their favorite brands among many brands. Brand is equivalent to the "business card" of the hotel in the process of marketing communication. The hotel reflects the differences through its own unique brand and improves the awareness of consumers. (2) to convey product information and promote product sales. The intangible nature of hotel products determines that they cannot be displayed on the spot before consumers buy them. Consumers can only make purchase decisions through the relevant information of products. As a comprehensive embodiment of hotel products and services, brand effectively conveys the quality information of products and services to customers. When we see Ritz-Carlton, we will think of luxury and high quality. Seeing "being at home" will make us feel warm and kind ... This feeling comes from the hotel image that the brand invisibly conveys to us and promotes the purchase behavior. ③ Improve product value and economic benefits. The main difference between products and brands is "added value". On the one hand, customers not only get material satisfaction, but also get psychological satisfaction when buying products of well-known brands, so they are willing to accept even if the price is higher than similar products; On the other hand, the hotel has a well-known brand, which means that it has a competitive advantage and can obtain a higher profit rate and market share; On the other hand, the brand is the intangible assets of the hotel, and it also has high value, so it can improve the economic benefits of the hotel. ④ Enhance competitiveness and realize market expansion. Nowadays, the important marketing method of many hotels is hotel brand marketing, which takes building brands and enhancing brand value as the core and effectively integrates various marketing methods such as advertising, public relations and promotion. Through the marketing of products and services, we can improve the hotel's lasting competitive advantage and form the hotel's core competitiveness. Therefore, hotel brand is a powerful weapon for international operation and foreign competition of enterprises, and brand output has become the main means and mode of transnational operation. International hotel groups use brands to seize the China market and gain a competitive advantage. ⑤ Play a cohesive role and attract outstanding talents. From the perspective of internal marketing, brands can gather talents, and people are willing to work in famous big companies. The reputation and strong social influence of hotel brands will make employees full of pride and enthusiasm for work, help employees realize their self-worth and generate strong attraction. Having excellent talents is the guarantee of the hotel's sustainable development. (2) The effect of hotel brand on consumers ① Reduce the purchase risk. High-quality brand is a commitment of the hotel to the market, and it is to win the trust of guests on the basis of long-term stable service quality and good reputation. Customers buying branded products will undoubtedly reduce the purchase risk. ② Reduce the purchase cost. Brand is the identification signal of product quality and price, so guests can choose the hotel they need without spending a lot of time looking for it, thus reducing the purchase cost. ③ Meet high-level needs. Compared with ordinary goods, people are often willing to pay higher prices to choose famous brands, especially in the hotel industry. Because luxury and high-end hotel brands are a symbol of identity and status for customers, which can not only meet the functional needs of hotels, but also meet the high-level spiritual needs of guests.