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PARK HOTEL BRAND REVITALIZATION.pptx - The Park Hotels:...

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The Park Hotels:Revitalizing an Iconic Indian Brand
Why Revitalize A Brand ?
Brands can be Revitalized Applying Various ModelsLight and Kiddon (2009)applied a six-step analysis of brand revitalization for McDonald’s;1. Refocus the organization2. Restore brand relevance3. Reinvent the brand experience4. Reinforce a results culture5. Rebuild brand trust,and6. Realize the global alignment
Brands can be Revitalized Applying Various ModelsMurane (2012)proposed a seven-step process;1. Agree on the problem2. Negotiate the time horizon to fix the problem3. Acquire resources4. Align to trends5. Bet on winning technology6.Reframe the brand strategy,and7. Develop effective marketing communications
Any major rebranding or revitalization effort must begin with abrand audit, which creates a thorough understanding ofwhere a brand has been,where it is now, andhow it gotthere.A brand auditis a comprehensive examination of a brand toassess its health,uncover its sources of equity, and suggestways toimprove and expand on that equity(Keller 2013).It all starts with …
The Brand Architecture ContinuumUnified and ConsistentBrand ExperienceDisassociated and InconsistentBoutique Brand ExperienceBranded HouseOne brand that isused on all productsand servicesSub-brandingPairing of acorporate brandwith anotherbrandEndorsed-brandingEach product has its

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Term
Fall
Professor
NoProfessor
Tags
Brand, Kevin Lane Keller, Park Hotels, Four Brand Beliefs, Iconic Indian Brand

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