order_55055_117416.docx - 1 The Analysis of Bvlgari...

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1The Analysis of Bvlgari Hotel-Style Apartment as a Luxury Hospitality Brand MarketingCommunication StrategyNameInstitution
2IntroductionLuxury in the hospitality industry has increasingly been used as a market advantage that some businesses can have over others. Corporations with the most switched-on luxury brands clearly understand that their clientele, who always are high net worth, never compare their check-in experience at a particular restaurant or hotel with the one at a different hotel; these individuals will compare their experience to the type of service they get at Louis Vuitton, Bentley, or Cartier. Bvlgari is the leader in that kind of a move as it uses its style as a form of luxury hospitality brand marketing communication strategy (Petcu, 2018). The company has managed to expand and balance internal innovation through design classics, and using insights from across the globe (Bulgari Hotels, 2020). It was until the 21st century that the company ventured into hotel industry via a joint venture with another Luxury Group, which was part of theMarriott International. According to the company, the Service Concept is simply defined as “Informal yet Impeccable”, with the ability to deliver a fresh approach to luxury. Bvlgari has combined the traditional design and local culture with the contemporary Italian architecture, which features the rare materials, the commissioned works of art, and extremely superior service.RationaleThe luxury industry is linked. Consumers seeking luxury clothing are also likely to demand luxury hospitality. Many entities operating in this market have realized this, and made significant efforts to build links with other luxury goods and service entities that can support mutual gains (Aaker, 2004). For Bvlgari, Marriot Hotels provided the best opportunity to have access to a wide market. By creating his relationship, there are ways that the luxury fashion brand aims to benefit (Heimans & Timms, 2014). In this work, the main focus will be to
3determine if this relationship presents it with a good opportunity to market its brand to new clients. AimTo determine the effectiveness of luxury-brand association as a way to reach mutual market gains.ObjectivesThe main objectives of this work is to demonstrate the overall impact that luxury apartments can have in Bvlgari’s marketing strategy. To successfully realize this objective, three distinct areas will be focused on.To determine the relationship between luxury brands in different industries.To establish the role and impact that one luxury brand can have on another. There will be an emphasis on inter-industry impacts.To address the effectiveness of such a relationship in Bvlgari’s marketing strategy.
4Literature ReviewThe overall portfolio of the services and products within the Bvlgari brand has supported that claim as the growth within the luxury experiences made the Bvlgari Hotel brand so successful. It has managed to open three new hotels in different locations in a span of one year.

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Term
Summer
Professor
NoProfessor
Tags
BVLGARI, Luxury Hospitality Brand Marketing

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