Subject category:
Marketing
Published in:
1992
Length: 8 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract
This case shows how and why Forte implemented in hotels a rebranding exercise. The case is structured as follows: Company background, branding background, 1991 rebranding, interpretation of research interviews with management; hotel brand specifications and appendices which include product brand statements, a positioning map, a diagram showing Forte''s brands and a description of hotel brands/collections, and a detailed breakdown of hotel regrouping after the Crest acquisition. The teaching objectives are: (1) Consider whether hotels lend themselves to branding; (2) Identify the advantages and disadvantages of hotel branding (3) Explain why some hotels lend themselves to branding more than others. This case contains colour pages.
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Abstract
This case shows how and why Forte implemented in hotels a rebranding exercise. The case is structured as follows: Company background, branding background, 1991 rebranding, interpretation of research interviews with management; hotel brand specifications and appendices which include product brand statements, a positioning map, a diagram showing Forte''s brands and a description of hotel brands/collections, and a detailed breakdown of hotel regrouping after the Crest acquisition. The teaching objectives are: (1) Consider whether hotels lend themselves to branding; (2) Identify the advantages and disadvantages of hotel branding (3) Explain why some hotels lend themselves to branding more than others. This case contains colour pages.
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