Strategic Brand Development Advice

Horwath HTL worked with a brand agency to create a solid strategic foundation for the hospitality division of client’s holding. The brief was to define a clear brand product architecture, focussing on market positioning in relation to different products, both internal and competition. The holding was established as markets within the Middle East region began to recover from the financial crisis. The intent was to support the local tourism strategy and subsequent international expansion.

Solution
The scope of work included extensive market research.  The focus was on the on the upper upscale and luxury hotel markets, not only locally, but with an eye on the key trends in the international gateway cities. After a thorough analysis that examined the key brand components and market perceptions, we were able to make concrete recommendations to improve the commercial positioning of the client’s brand family its competitive landscape. The recommendations ensured coherent and sequential branding that would encourage brand loyalty, reflecting the differing client priorities as they progressed through various life stages.

Implementation
Our findings and recommendations were presented in a series of workshops with the client and the client is currently implementing the brand strategy.