Author: Chen, Mengchao Michael
Title: Brand management in China's hotel industry
Degree: M.Sc.
Year: 2004
Subject: Hong Kong Polytechnic University -- Dissertations
Hotels -- China
Brand choice -- China
Brand name products -- China -- Marketing
Department: School of Hotel and Tourism Management
Pages: 76 leaves : ill. ; 30 cm
Language: English
Abstract: After two decades of hotel industry development, 91 indigenous hotel management companies have emerged in China (a) as operators of the indigenous hotel chains. However, the lack of brand management expertise slowed the formation and expansion of these hotel chains. Building and successfully managing strong brands is considered to be one of the key drivers of success in China's hotel industry. Based on the review of literature, personal observations, a case study, and interviews with 16 operators and experts, this study examines the growth of indigenous hotel companies (IHCs) (b) and the current situation of brand management in China's hotel industry. This study also proposes a strategic model of brand management process for hotel companies. The proposed model includes six major processes of brand management. They are: 1) market analysis; 2) brand analysis, including brand awareness, brand image, brand association, and brand identity; 3) selection of brand elements, brand identity, brand positioning, and brand portfolio; 4) determination of brand development strategies, including line extensions, brand extensions, multi-brands, and new brands; 5) designing marketing programs and integrated marketing communication; and 6) organizing, implementing, measuring, and controlling branding performance. (a) China as it is used throughout this paper refers to Mainland China and excludes Hong Kong, Macau, and Taiwan. (b) Indigenous hotel companies (IHCs) throughout this paper refers to state and private owned hotel companies in China and excludes foreign invested hotel companies.
Rights: All rights reserved
Access: restricted access

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