Composition of hotel brand

Hotel brand consists of three elements, namely, hotel brand name, hotel brand identity and trademark. ① Hotel brand name. Any hotel brand must have a name, usually called a business name, which is necessary for legal operation. Hotel brand names in China are generally expressed in Chinese, English or numbers. Brand names can be used both at home and abroad, with slightly different pronunciations. Hotel brand name covers the contents of hotel products and cultural attributes, so hotel brand name is the identification sign of hotel products and other characteristics, which can remind people of the brand's products, services, prices, cultural concepts and so on. A good brand name first establishes a good communication foundation for the hotel to establish the brand image of products, which is conducive to brand promotion and product sales. ② Hotel brand logo. Hotel brand logo is the image symbol of hotel brand and the visual identification symbol of brand, which can form rich and highly abstract concepts and mainly play the role of shorthand, identification and communication. Image symbols can arouse people's association with the brand, which is beneficial to the formation of brand personality and easy to identify and remember. 3 trademarks. Trademarks protect hotel brands from legal sanctions. As the legal symbol of the brand, the trademark can distinguish the identity of the operator, which involves the protection of the hotel brand in what area and what product range. Trademark design should comply with the trademark law and be protected by the trademark law after registration. It is the category of intellectual property, the symbol of distinguishing and verifying goods and services in the market, and the foundation and key of the whole brand strategy operation.