relais&chateaux - strategic brand management
DESCRIPTION
Branding strategy Brand equity Brand history, elements, promise and values Brand matrixTRANSCRIPT
Margaux RonfautStrategic brand management – Case study of Relais and Châteaux
Relais and Châteaux - Introduction
Source: Brand Book and Press kits
Relais and Châteaux – Brand story
Relais and Châteaux – Key figures
Relais and Châteaux – Brand’s elements - Slogans
Relais and Châteaux – Guide
Relais and Châteaux – Logo
Relais and Châteaux – Logo
Relais and Châteaux – Other elements
Relais and Châteaux – Colors & Photography
Relais and Châteaux – Online brand elements
Relais and Châteaux – Brand’s promise
Relais and Chateaux – Graphic guidelines
Relais and Châteaux – Brand’s position relative to rivals
Return on Investment -Feedback of two new members (2010)“Also thanks to our membership with Relais & Châteaux our occupancy has increased by 50%compared to summer last year.”Hertelendy Kastely - Hungary“More than US$1.9 million revenue after only 6 months in the CRS”Hotel Raphaël - Rome , Italy
Figures from two North American members $2.1 million revenue for fiscal year 2010 - Wedgwood Hotel and Spa - Vancouver, Canada$2.25 million revenue Auberge St Antoine - Québec, Canada
Relais and Châteaux – Increasing brand’s awareness
Marketing investment: CONSISTENCYDelivering the right message
Consumer multiplier: New channels of distributionIncreasing Market share
Relais and Châteaux – Strenghtening Events - Promotion actions
R&C « Reservations » and R&C « Certificates » generate for 2013:
- AU$ 112.71 million for 400 properties- AU$ 281 775 per property.
- AU$ 23 482 monthly
Relais and Châteaux – Maintaining brand’s awareness – Optimizing Revenue
Thank you
Q&A