Hospitality Administration and Management Commons^™

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 …