BPMM3113 BRAND MANAGEMENT GROUP B Cases Study 1 LECTURER : Dr Norzieiriani bt Ahmad PREPARED BY: Name Matric Chan Chun Chong 255311 Hiew Chiao Yee 253617 Lim Kai Hui 253710 Lee Jiar Ling 253779 Mak Gai Yee 254339
1. Priya Paul is grappling with whether to unify all of The Park Hotel Properties under one brand or whether to allow each property the autonomy to continue to do its own thing. Should she strive for a consistent brand experience across the properties or continue to allow local customization via the boutique hotel? We believe that, Paul should focus on striving to consistent brand experience across the properties. According to the brand audit report from brand Consultant Company that called Landor Association, 3 main problem have been discovered, one of the problem is lack of consistency across the hotel properties in the brand portfolio, which contributed to the lack of a focused brand identity. During the interview, Paul have mention that it is important, each of Park Hotel to have own identity and individuality, for the purpose to create point of difference for gain a competitive advantages for themselves. However, the emerge of global competitors have replicate the boutique hotel model of the Park Hotel and turn the point of different of Park Hotel into Point of party, which mean that Park hotel have no longer have the competitive advantage to compete to their competitor. The second problem is the decentralized nature of the Park Hotel are cause the customer are less aware about the brand and it will influences the brand image. The research that made by Landor Association, clarify that consumers are deeming the design of the hotel was outdated, which is the brand image are fail to meet their expectation. Besides that, the unique and customization design of each hotel does not delivery uniqueness and luxuries of Park Hotel to the consumer, instead the consumer`s attention are draw by the its restaurant and nightclubs, consumer are willing to spend their money on restaurant and nightclubs and few consumer are want to stay at the hotel after the event. It clearly show that, Park Hotel are having a crisis where the consumer are not patronize the core services of the Park hotel but augmented services. These points that I have mentioned above, are proof that the brand image and proposition of The Park Hotel should be a redesign, as currently, the consumer have a negative perception toward to the Park Hotel. One of the best way to solve the problem of Park Hotel is to unify all of The Park Hotel Properties under one brand, which is Paul have to integrate all the good element from all the properties such as design, event, features and so on, she have determine what are the element that have to follow by all the properties in order to build a consistent brand experience to the consumer. The consistent brand experiences across the properties is more easer to maintain by the management compare to local
customization of each hotel, which management team can control the brand positioning and decide what are the message that they want to delivery to consumer about the brand. In short,
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- Fall '19