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Conducting a comprehensive brand image review

A major hotel chain needed to understand its corporate brand position as well as the positions of several of its core hotels. Its goal: develop marketing and operational plans for improving perceptions in line with the company's overall strategy. We counseled them to take an inside-out view, starting first with an examination of employee attitudes and incorporating feedback from this group into our study of consumers' feelings.

We considered both emotional and functional aspects of the brand and used perceptual mapping to show points of differentiation between our client and its competitors.We performed key driver analysis to help them identify and prioritize areas that, if improved, would have the greatest positive impact on brand image. CHAID segmentation was used to identify "most loyal" customers and marketing strategies were put in place to target like consumers. Ultimately, we were able to connect our survey results with their internal property-specific metrics, to demonstrate how they could best enhance profits.
 
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