Thesis

Branding and differentiation in the U.K. hotel industry

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Awarding institution
  • University of Strathclyde
Date of award
  • 1993
Thesis identifier
  • T7756
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Department, School or Faculty
Abstract
  • During the past decade, players within the U.K. hotel industry have made increasing use of the marketing tool of branding. The reasons for this trend, and the various ways in which companies have used, and currently are using branding, are investigated. Branding is viewed as a tool used in positioning a product to appeal to its target market, and a key purpose of branding is identified as being the creation of perceived differentiation. The role of branding in the process of target marketing, and its use in alternative generic marketing strategies are discussed. Branding is a concept which has only relatively recently been transferred from its traditional domain of consumer goods to the service sector. Special features of service brands in general, and then hotel brands in particular, are thus considered. Four main types of brand are identified within the hotel industry: (1) the soft chain brand; (2) the hard chain brand; (3) the ’product’ brand; and (4) the corporate brand. Discussion on the emergence of branding in the U.K. hotel industry is followed by case studies. These illustrate the uses of branding by certain companies operating in the U.K. The primary research (1) measures the brand awareness of thirteen hotel chains, (2) assesses the extent of perceived differentiation between eight chain brands; and (3) identifies the dimension(s) which differentiate between chain brands. Business travellers constituted the sample. Key findings were: (1) hard brands achieved significantly higher levels of brand awareness than soft brands; (2) differentiation is perceived between chain brands, and suggests clusters of similar brands might be perceived to exist within the market; and (3) one dominant dimension - that of ’market level’ – is used to differentiate between brands.
Advisor / supervisor
  • Wood, Roy C., 1959-
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