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How to develop a strong hotel branding strategy with a weak branding budget

Branding is a vital part of a hotel company's marketing strategy. The strong brands belonging to the big chains seem to be winning the awareness battle for customers. But this all comes at a cost, and many hotel chains, particularly the non-international ones, simply cannot afford to match the big brands with heavyweight advertising and high-profile promotional campaigns.

This paper, taking the example of the author's company, Jarvis Hotels, argues that hotel companies can enjoy equal success in brand awareness by breaking their business down into its constituent parts and sub-branding products to serve specific customers with specific hotel needs.

Key Words: hotel branding • branding strategy • product definition • parent brand • market segmentation • synergy

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