hosp3075 hotel strategic marketing and brand management pa 35762
HOSP3075 Brand Analysis Paper 1
This is the first of three assignments you will complete by studying the hotel brand you have chosen. Please organize your paper using the topic headings below. You must use at least four sources to help you (including the company website). Use MLA format, and remember to cite your sources within the paper. Please double space.
Brand Overview and History (1/2 to 1 page)
Provide a brief history of the brand, with a timeline. Explain the geographic locations of the brand’s hotel properties, for example – “primarily in the Southwestern United Statesâ€, or “in the US, Canada, and Europeâ€. What is this brand’s parent company (if there is one)? What are the other brands in the company portfolio, and how does the brand you selected fit in?
Target Markets (1 to 2 pages)
Identify and describe two of the brand’s target markets.
In your description of each market, describe its geographic, demographic, psychographic, and/or behavioral characteristics. For example your brand might pursue a Leisure Transient Market that has these characteristics: millennial (demographic – life cycle), strivers (psychographic – lifestyle), from the USA (geographic – state), seeks free WIFI (behavioral – benefits sought).
Brand Position (1/2 to 1 page)
Describe the position of your brand. Start by making a clear, one or two-sentence positioning statement. Then provide some details, including any points-of-parity or points-of difference. Also, write a “brand mantra†for your brand. (See pages 65-67.)
Brand Elements (1 to 2 pages)
- Identify and describe the brand elements (also known as brand identities). Elements include the brand name, URL, logo, symbols, characters, spokespersons, slogans, jingles, signage, and more.
- Choose one of the brand elements, and analyze it based on the “criteria for choosing brand elements†as described in Chapter 4.
Conclusion (1/2 page)
Based on what you have learned about this brand so far, what is your opinion about its future?
Works Cited
Please use MLA format for your Works Cited page.
