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Branding in Hospitality & Tourism: Traits & Examples

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  • 0:04 The Power of a Brand
  • 1:01 Branding in…
  • 2:02 Examples of Branding
  • 3:36 Lesson Summary
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Lesson Transcript
Instructor: Tara Schofield

Tara has a PhD in Marketing & Management

Creating a brand should be a priority in establishing your company's reputation and expectations. By having a solid brand presence, you can help consumers feel confident that your services and products will be consistent and meet their needs.

The Power of a Brand

What do you think of when you see the Golden Arches? McDonald's. What about the white swoosh on the side of tennis shoes? Nike. These are prime examples of branding. Branding is the association consumers make with a company name, logo, or motto. Companies spend millions of dollars to develop their branding to ensure consumers remember the company and return for future business.

For the next day or two, pay attention to how often you see an image that immediately reminds you of a company. In the process of branding, the company's image and reputation are also a factor. While paying attention to branding, also notice what feelings you instantly have about the brand. Is it a company you like and trust, or is it a company that you question or avoid? In the process of branding, it is important that your company image is supported and consumers have positive experiences with your company.

Branding in Hospitality and Tourism

In the hotel industry, branding plays a vital role in attracting and retaining guests. If your customer has a bad experience or unpleasant stay, their attitude toward your hotel or restaurant will be negatively affected in the future. On the other hand, if your brand is solid, the service is consistently exceptional, and the value appropriate for the price, consumers will seek out your company for their hotel, dining, and other tourism needs. Consider brands you are familiar with. Super 8 is a national brand that is known for being an economy, low-cost hotel. A guest who is familiar with the Super 8 brand will not expect five-star service. However, if the guest wants to have excellent service, a beautiful room, and expanded amenities, they will look for a brand known for wonderful service and surroundings. This guest will look for a brand known for superiority, like Hyatt, Marriott, or Hilton.

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