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Rebranding: A Case Study Of A Business Hotel In Singapore, Guat Loo Ooi
Rebranding: A Case Study Of A Business Hotel In Singapore, Guat Loo Ooi
UNLV Theses, Dissertations, Professional Papers, and Capstones
This paper examined the process of service rebranding through various studies of corporate rebranding and service branding. This paper used exploratory case study to gain insight of an actual service rebranding of a business luxury class hotel, Royal Plaza on Scotts. Information from in-dept interviews with the Marketing and Brand Director was used to understand the various elements of the service rebranding process. The study showed that the actual service brand revitalisation of the hotel involved a combination of elements in the corporate rebranding and service branding processes. The study showed that the process of making changes to service brand …
Customization Vs. Standardization In Global Hotel Expansion, Nenad Praporski
Customization Vs. Standardization In Global Hotel Expansion, Nenad Praporski
UNLV Theses, Dissertations, Professional Papers, and Capstones
There are numerous challenges that an international hotel chain faces when opening a property in a foreign country. The company’s response to those challenges will determine the new hotel’s overall success rate. This will in turn directly affect the corporation’s profit levels. The critical issue of this project is to define to what extent the world’s largest hotel chains utilize the theories of customization and standardization when designing a business strategy for a new property. In order to truly grasp the concept, it is essential for one to value the importance of brand standard in regards to globalization in the …