Source: ScienceDirect
This story, you will want to read it, you will have to pay $ 39.95, after you sign up for the site.
He appears in the International Journal of Hospitality Management, in the planned edition, take note of August 2018, and is already marketing through the academic database “Direct Science”.
The first page can be viewed for free.
The article itself deals with the marketing meaning of “telling the story of the brand” for luxury hotels in an age of increasing competition and blurring differences.
According to the study, the brand story is an integral part of the positioning and marketing of luxury hotels, but its implementation as a positive and exhausting potential for persuasion is lacking.
If you feel that your hotel meets the highest standards of luxury hotels, but has a hard time competing – you may want to pay the particular amount to learn how to tighten up the brand story and use it effectively.
Selected Quote
“Brand stories need to be based on the coherence and consistency between the fundamental brand essence, its history, and its representation”
Published on: February 1, 2018
Source language: English