Brand Awareness and Brand Marketing for Hotels - Brand is Everything when it is a business.
Brand awareness refers to whether consumers can recall or recognize a brand, or simply whether or not consumers know about a brand.
When you need a tissue, do you ask for a tissue, or for a Kleenex? When you’re ordering a drink at a fast-food restaurant, do you ask for a cola, or a Coke or a pepsi, or a Mountain Dew? What about when you cut yourself? Do you look for a plastic bandage, or a Band-Aid?
When you ask for a Toothpaste; what do you say, just a Toothpaste or a Colgate, or a Pepsodent ?
These terms are known as proprietary eponyms, and they’re the apex of brand awareness. These brands have become so well-known, they’ve replaced the generic terms for similar products in our language.
For a brand or product to become a proprietary eponym is pretty much the pinnacle of brand awareness (sorry, Pepsi). Although you might not achieve this in your business, that doesn’t mean you can’t do a lot more to boost awareness of your brand.
While there’s no quick fix for becoming a household name, here are 18 brand-building strategies to help launch (and continue) your efforts. You may not become as well-known as Coca-Cola, but it can’t hurt to try, right?
A brand is a powerful thing. For the hotel industry, this is particularly true, as many of its customers make their purchasing decision well in advance of interacting with the product. Potential guests do not typically visit a property, eat in the restaurant, or lay in the bed before making a reservation. In past years, a hotel's brand image was one of the only things under the hotel's control that influenced consumers' decision-making process.
But of course, today this is not quite as true as it used to be. In fact, today's consumers can access a wealth of objective and subjective information about a property before committing to a reservation, thanks (of course) to the internet. Price is also a major consideration for some buyers, as is location, neither of which is truly a function of brand. Many aspects of branding, though, are well within a hotel's control, and can be crucial to driving sales and maintaining a high average daily rate (ADR).