Hotel Name & Identity

Oct 10, 2015By

The Challenge

• Developing a brand name which caters to different type of consumers. • A brand name which stands out from the local competition.

• A brand name which becomes an asset & online marketing advantage for booking & building the brand.

• A brand name which is appropriate and fits for different property types in different geographical regions.

PERCEPTUAL MAP

Deciding a Brand NameThere are various factors which go into consideration when deciding a brand name. Here are some of them with examples:

1. Visual identity of asset -

This approach us used when there is a need to have a distinct visual identity which is incorporated in the brand name and logo design.

Example:

Red Fox

Red Fox, the name, is true to the interior and design of the hotel. All Red Fox hotels have a heavy presence of Red colour and bold designs.

BLOOM ROOMS

Similar to Red Fox, Bloom Rooms boasts a vibrant yellow colour in all it's properties.

2. The proposition or experience -

Brand name is also based upon the type of experience the business offers or aspires to provide.

Example:

Canopy

The brand name is derived out of the proposition the hotel offers. The hotel does not restrict itself to a particular kind of customer. It caters to all. A simple philosophy which says 'We’ve cleared away distractions so you can focus on what brought you here'. In simple words, they offer a canopy for the customers to create their own experience.

3. A unique trait or facility -

Brand names are also inspired out of any USP or differentiating factor whoch the business offers.

Example:

Andaz

Andaz offers its employees a unique experience. Each employee is free to choose from a wide variety of props , from hats to scarf, which they can wear depending which mood they are in. This hotel offers the employees to “ Show your Andaz”.

Apart form these, there a few simple things which many Management Gurus advice to keep in mind when deciding a brand name. These are:

Short and easily pronounceable Distinctive Memorable Versatile

Although these are just suggestive points but many successful brands incorporate one or the other guidelines.

02/05/2023

Thank You