©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Brand Decisions

• A brand is a name, term, sign, symbol, design, or a combination of these elements that is intended to identify the goods or services of a seller and differentiate them from competitors

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

(Scott Davis, Brand Asset Management)

Brand• Brands are among a company’s most

valuable assets• A Brand represents what the company is and

what it stands for• A Brand implies trust , consistency, and a

defined set of expectations• The strongest brands own a place in the

customer’s mind

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Advantagesof

Brand Names

BrandEquity

Advantagesof

Brand Names

BrandEquity

Strong Brand Association

Strong Brand Association

AttributesAttributes

Quality & ValueQuality & ValueConsistencyConsistency

IdentificationIdentification

Perceived QualityPerceived QualityName AwarenessName Awareness

High Brand Loyalty

High Brand Loyalty

Branding

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Conditions that Support Branding

• The product is easy to identify by brand or trademark

• The product is perceived as the best value for the price

• Quality and standards are easy to maintain

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Conditions that Support Branding

• The demand for the general product class is large enough to support a regional, national, or international chain

• There are economies of scale

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Leveraging Brand Equity

• Cobranding

• Partnerships

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens