Brand Management in the Hotel Industry and its Potential for Achieving Customer Loyalty

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION
• PART A
• 1 The Concept of Brands
• 1.1 Definitions
• 1.2 Brand Functions
• 1.2.1 Company Benefits
• 1.2.2 Consumer Benefits
• 1.3 Product Requirements
• 1.4 Evolutionary Eras of Brand Management
• 2 Branding in the Hotel Industry
• 2.1 The Industry of Hotel Services
• 2.1.1 Economic Position
• 2.1.2 Industry Trends
• 2.1.2.1 Customer Trends
• 2.1.2.2 Suppliers Trends
• 2.2 Characteristics of Hotel Services
• 2.3 The Need for Branding In the Hotel Industry
• 2.4 Unfavorable Conditions for Branding Hotel Services
• 2.4.1 Difficulties Resulting From Involvement of People
• 2.4.2 Difficulties Resulting From Intangibility
• 2.5 Favorable Conditions for Branding Hotel Services
• 2.6 Creating a Hotel Brand
• 2.6.1 Strategic Brand Analysis
• 2.6.2 Brand Identity
• 2.6.2.1 The Brand as a Product
• 2.6.2.2 The Brand as an Organization
• 2.6.2.3 The Brand as a Person
• 2.6.3 Brand Name
• 2.6.4 Brand Symbol
• 2.6.5 Brand Slogan and Stories: The Brand in Words
• 2.6.6 Hotel Employees as a Brand Element
• 2.6.6.1 Brand Culture
• 2.6.6.2 Additional Efforts
• INTERIM RESULTS
• PART B
• 3 Conceptual Framework
• 3.1 Benefits of Customer Loyalty
• 3.2 Expressions of Customer Loyalty
• 3.3 The Achievement of Customer Loyalty
• 4 Establishing Customer Loyalty
• 4.1 Consumer Behavior
• 4.2 Customer Buying Process
• 4.3 Loyalty Elements and the Power of Brands
• 4.3.1 Customer Satisfaction
• 4.3.2 Brand Image
• 4.3.3 Sympathy
• 4.3.4 Trust
• RESULTS & CONCLUSION
• REFERENCES
• INDEX

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis examines the concept of brand management in the hotel industry and its potential for achieving customer loyalty. It analyzes the characteristics and challenges of branding hotel services, focusing on the role of brand identity, employee engagement, and customer loyalty building strategies.
• Branding in the hotel industry and its unique challenges
• The importance of brand identity and its components in hotel branding
• The role of customer loyalty in the hotel industry and its benefits
• Strategies for establishing and fostering customer loyalty through brand management
• The influence of brand image, customer satisfaction, and trust on customer loyalty

Zusammenfassung der Kapitel (Chapter Summaries)

The first part of the thesis introduces the concept of brands, defining their functions, benefits, and evolutionary stages. It then explores the specific characteristics and challenges of branding in the hotel industry. This section delves into the industry's economic position, customer trends, and the influence of intangible elements in service branding. It also outlines the process of creating a hotel brand, covering aspects like brand identity, name, symbol, slogan, and the role of employees as brand ambassadors. The second part of the thesis focuses on the conceptual framework of customer loyalty. It examines the benefits of customer loyalty, various expressions of loyalty, and the process of achieving it. The thesis then explores customer behavior and the buying process, emphasizing the importance of brand image, customer satisfaction, and trust in building loyalty.

Schlüsselwörter (Keywords)

Brand management, hotel industry, customer loyalty, brand identity, service branding, customer satisfaction, brand image, trust, customer behavior, hotel employees.

Frequently Asked Questions

Why is brand management crucial for the hotel industry today?

The hotel industry has become a buyer's market with intense competition. Branding serves as a unique differentiator to attract and retain guests in an oversupplied market.

How do hotel services differ from physical products in branding?

Hotel services are intangible and involve high human interaction, making quality control harder compared to manufactured goods. Branding must focus on the "experience" and "trust."

What role do employees play in hotel branding?

Employees are brand ambassadors. Their behavior and service quality directly shape the brand culture and the customer's perception of the brand identity.

How can a hotel brand achieve customer loyalty?

By fostering customer satisfaction, building a strong brand image, and establishing trust and sympathy, which encourages guests to return despite other options.

What are the main components of a hotel's brand identity?

Key components include the brand name, symbols, slogans, the organizational culture, and the "personality" assigned to the brand.