What is the hotel brand?

Hotel brand is a comprehensive concept, which has both elements of brand form and brand connotation, but it is also visible, tangible and tangible. Store name, store logo, plaque, facade, decoration, decoration, room, dishes, staff and other elements. These factors stimulate consumers' senses, leave a good impression, and affect consumers' choices and hotel brands. Loyalty? .

Hotel rooms, facilities, dishes, dining environment and services are the material carriers of hotel brands, and the name is the image symbol of hotel brands, while the trademark is the legal definition of hotel brands.

Only when a name is associated with the products, services and consumption experience that the hotel can provide, and it is recognized, can this name have a shorthand effect on the hotel, form the brand of the hotel and reflect the value of the brand.

Brand is an intangible asset, an important intellectual property and social influence of enterprises, which can enhance the value of hotels and have value-added effects. When a brand enjoys considerable popularity, it becomes a famous brand. In this way, the market is concentrated on famous brands, consumers are close to famous brands, profits are concentrated on famous brands, and capital is concentrated on famous brands, which improves the competitiveness and profitability of hotels themselves.

In the hotel market, there are many successful cases in which enterprises rely on brand marketing strategy. World-famous holidays, Hilton, Accor and Bath are all well-known foreign brands. In recent years, a large number of local and even national hotel brands have sprung up in China, such as Shanghai Jinjiang, Shangri-La, Beijing Wang Fu and Economy Home Inn.

1. Elements that make up a hotel brand Hotel brand is a comprehensive concept, which includes both elements that express brand form and elements that express brand connotation. The factors that express the brand form can be materialized and quantified, and there are obvious measures. Although the elements that express the brand connotation cannot be materialized and quantified, they can be seen, touched and felt.

1, the tangible elements of hotel brand

Store name, store logo, plaque, facade, decoration, decoration, room, dishes, staff and other elements. These factors stimulate consumers' senses, leave a good impression, and affect consumers' choices and hotel brands. Loyalty? .

Tangible elements are the foundation of a brand.

2. Intangible elements that constitute the hotel brand.

Goodwill (reputation) and service

Goodwill refers to the business reputation of an enterprise, which is often reflected by logo. Goodwill is a comprehensive reflection of a hotel's management level, personnel quality, food quality, service level, popularity, credibility, reputation, status and influence among peers.

Goodwill is an intangible asset with economy, which can affect the rate of return of enterprises and may bring excess profits. At the same time, it is dependent and must be attached to a specific business entity, and its economic value can be reflected through the overall operation of the enterprise.

Service is a promotional product of the hotel, and the purpose of selling vegetables is achieved through service. Therefore, the quality of this promotional product is related to the sales level of the hotel.

Goodwill and service are the core of hotel brand.

Second, the hotel brand positioning Hotel brand design mainly solves the hotel brand positioning, that is, what kind of hotel brand image is established to meet the needs of consumers at a certain level, so that their own brands are different from those of other enterprises.

Hotel brand positioning is not aimed at the market positioning of a product, but at the target market (expected customers), that is, the design and dissemination of the impression that hotels and products will form in the eyes of expected customers.

Through the positioning of hotel brand, we can convey a clear and concise interest, value and personality to consumers.

The brand positioning of hotel enterprises is three-dimensional and all-round, which should be considered from the aspects of market, customers, competition and the hotel itself.

In brand positioning, we should first study the competitive situation and hotel environment, and also determine the basis for customers to choose hotel products presented to them, and make clear what product benefits are most important to customers and how important these benefits are to different customer groups. If there are important differences in customer needs at this stage, this differentiation based on interests is very important for forming market segments. Next, we need to determine the performance of other brands competing with the hotel and the hotel itself in important attributes, so as to find out the market positioning of each brand under different indicators. Then, use the same indicators to confirm the customer's requirements and find out the values of various indicators of the brand that the customer thinks is ideal. Differences in customer needs will help to form market segments based on different consumption preferences. Finally, combining all the above factors, select target customers and differentiated advantages, and implement positioning.

Third, the connotation construction of hotel brand In terms of brand construction, hotels in operation should pay attention to brand connotation construction or brand remodeling. Reflected in the following aspects:

1, design of facilities, equipment and environment

The core of hotel brand is products and services, and equipment and facilities are part of hotel products and the most basic products. Environmental design should reflect the style and taste of the hotel to meet the needs of the target market.

2. Brand culture construction

With the development of economy and the improvement of people's living standards, consumers' demand level has changed from simple basic living needs to focusing on product connotation, that is, the recognition of their internal culture. The national culture, modern civilization and fashion in the brand image are exactly a kind of commodity quality that consumers are pursuing at this stage. Brand value creation skills can be summarized as: winning the market through the cultural power of the brand. Brand cultural power is the sum of business ideas, values, aesthetics and business behavior condensed in the spleen of products. After a long-term study, Coca-Cola Company came to the conclusion that culture is behind famous brands. An American newspaper editor said: Coca-Cola represents all the essence of America. Drinking a bottle of Coca-Cola is equivalent to pouring these American spirits into your body. Is what is in the Coca-Cola bottle an American dream? . Therefore, Coca-Cola is a cultural symbol.

3. Service design

The first is the design of service process, and the key is the construction of staff. The goal is barrier-free rapid consumption.

The core is the quality of employees.

Because different people and the same person have different levels at different times and places, it is impossible to accurately control the service. Indeed, no matter what solution we take, there will always be exceptions. A highly enthusiastic and autonomous person will almost certainly provide the best service he can provide, but the more we try to control and regulate, the less autonomy the waiter has. The contradiction between autonomy and control seems inevitable.

4. Menu design

Dishes are the main products of the hotel and the basis of brand positioning. In the design of dishes, it is not enough to rely solely on the experience of chefs, but also to redesign them consciously and methodically. The design of a dish is nothing more than the attributes of the dish, specifically the raw materials, cooking methods, tastes and dishes. Now the development trend of dishes is to turn them into works of art, so the following principles should be followed when designing dishes:

(1) Master the essence of traditional dishes.

(2) Add fashion elements

(3) Highlight the taste attribute, tactile attribute and visual attribute of dishes, and turn dishes into works of art. ..

Four, hotel brand management brand is the intangible assets of enterprises, managers of enterprises should improve brand competitiveness through brand management, improve the effectiveness of brand assets accumulation, and prevent brand image from being damaged.

1, brand extension

The so-called brand extension, in fact, is to use a successful brand to expand from existing products to other products, and launch new products with the influence of successful brands, so as to achieve the purpose of occupying more market share with less marketing costs.

The brand extension mentioned here refers to the extension of catering enterprises in similar products, and its methods are: franchise contract merger and acquisition alliance.

2. Brand maintenance

Legal protection of brands

(1) Trademark protection. Trademark right is the right of trademark users to their trademarks according to law. Trademark right includes exclusive right, renewal right, prohibition right, transfer right and license right, among which exclusive right is the core power. After the registration of a trademark, the trademark owner enjoys the ownership of the registered trademark, that is, the exclusive control right, and can inherit, transfer, exclusively use, pledge or license others to use it, and gain benefits through the use of the trademark right. In order to obtain legal protection, hotel trademarks must be registered. Trademark registration is an important part of trademark protection. Principles of brand legal protection;

First, the principle of pre-registration, that is, you should apply for registration during the hotel preparation or before the production of new products.

The second is the principle of large-scale registration, that is, when applying for registration, hotels should not only register in a certain category or a certain commodity, but also register in multiple categories of commodities at the same time.

The third is the principle of defensive registration, that is, in the application for registration of the same trademark, several similar trademarks other than the original trademark are applied for registration (also known as? Joint registration? ), prevent others from using their own trademarks, evade the law to seek illegitimate interests, and damage the image of the hotel.

(2) cherish trademark rights.

First of all, a registered trademark is not limited by time, and it is only valid during the statutory renewal period and is protected by law. Once the validity period expires, the trademark right will be lost and will no longer be protected by law. In this case, the hotel should renew the trademark before it expires. Second, consult trademark announcements regularly and raise objections in time. Once the infringement is discovered, it is necessary to raise objections in time, collect relevant evidence, and safeguard their legitimate rights and interests to the maximum extent. Third, if the trademark right is transferred or changed, it must be registered. Fourth, hotel transformation will also encounter trademark ownership problems.

(3) protect trade secrets. The most obvious characteristics of trade secrets are secrecy and economy. Protecting trade secrets can bring huge economic benefits to its owners and maintain a long-term monopoly position. Therefore, protecting trade secrets is an important aspect of brand protection.

(4) Pay attention to the rights and interests of Internet domain names. Domain name is the identity card for hotels to communicate with the outside world in the Internet era. It is not only the online name and trademark of the hotel, but also the expressway entrance for two-way communication between customers and the hotel. Registering a domain name is the first step for a hotel to enter the Internet world for online booking and sales.

3. Implement product and service innovation. The word-of-mouth of a brand is the key to maintain its vigorous vitality, and its core is the quality of products and services. In order to maintain a distinctive image, hotels must constantly innovate products and services.

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