Il Brand questo magnifico strumento !
Una interessante definizione di Brand da hotelmag.com
The brand is the design of your hotel’s architecture, the look and feel of its public and private spaces, the products and programming that will be offered, how customer service is delivered, all culinary offerings, all spa treatments, retail choices, how the employees are dressed, how the phone is answered, the messages delivered in advertising, PR, social media and, of course, the logo and how the brand’s identity is presented. However, in terms of how the brand contributes to the success of your hotel, all of that is only the beginning. Every brand is basically a promise, whether declared or implied. So, for the brand to add value it must live up to its promise in the minds of consumers, and it is this that will determine what the brand is actually worth. If customers don’t care about your property your brand is worth nothing. So, common sense tells us that in order for your brand to create value you have to understand what matters most to your guests. One of the best investments you can make is consumer research designed to gain these insights. Your brand is also everything it suggests to your guests, from concepts and ideas to feelings and memories. In order for the brand to create value, these impressions in the minds of both past and potential guests must be more relevant to what they value and more intriguing and compelling than what is being presented by the alternatives they may consider.