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104BRANDING IN HOTEL INDUSTRY: PROS AND CONS
Makhliyo Salakhiddinovna Aripova
Department of tourism and hotel business, Bukhara State University
aripovamahlie@gmail.com
ABSTRACT
The article defines importance of branding in hotel business. By creating hotel brand or a company that gives the name of a particular product, it has a potentially created brand. That is, a brand is the name by which goods or services are produced. Branding is a marketing process that is routinely shaped, developed and marketed to consumers. That is why it is important to create and improve for all touristic organizations branding.
Keywords: branding, hotel, marketing, hospitality, 4P, products, services
INTRODUCTION
Nowadays, It is impossible to deceive the modern consumer in the modern world, when the market offers a great variety of things. No one wants to pay too much for a brand that isn't right for them. Branding is the most important tool in creating business in many markets. It can be said that today branding is a new basis for marketing management. In recent decades, the effectiveness of such an approach to marketing management in various international markets has been proven by many companies. This allows us to talk about branding as a marketing strategy (V. Tamberg).
A brand is a word, expression, sign, symbol, design work, or combination thereof used to describe the goods and services of a particular seller or group of sellers in order to distinguish them from competitors (a definition developed by the American Marketing Association).A brand is a name, term, symbol, or image, or a combination of these elements, used to identify a particular manufacturer's product or service, as well as to differentiate it from a competitor's product.
A brand is a unique name, symbol, design, or image used to identify a specific brand or company. A brand is a set of product features: its name, packaging, price, history, reputation, and advertising style. A brand is a set of impressions that a buyer has after using a product (David Ogilvy).
METHODOLOGY
According to Lynn An show, one of the leading experts in brand theory, the concept of a brand is much broader than the concept that is traditionally understood.
He points out that there are several types of brands that have a place in the market, and suggests the following classification:
1. Product brands are the first brands to appear on the market. They are the core, the core, of branding because they have a quantitative advantage over other types of branding and are remembered primarily by consumers.
2. Service brands - these brands are rare in the market compared to brands of goods, because it is much more difficult to present services that are difficult to see and affect the senses.
3. Organizational Brands are brands of corporations, non-profit organizations, political parties, and educational institutions.
4. Event brands are events brands that are constantly happening in the world of sports, show business and art. Organizers of such events often achieve their goals through the use of traditional branding tools. Manufacturers try to advertise their products during breaks during the presentation of a prestigious sports tournament, and this is the price of the brand.
5. Personal Brands - Athletes, singers, politicians, businessmen have always existed in human society, but today they are like other brands. Their brand character is that their popularity extends beyond their activities, athletes and politicians appear in advertising, singers appear in movies, actors and businessmen hold sports competitions, and so on.[1]
DISCUSSION
When improving up the hotel business of its brand as an ID framework, experts endeavor to make a bunch of visual signs that, in a perfect world, convey a semantic burden (image, shading, trademark, picture, and so on), which permit setting up an association between the hotel industry, this brand and clients. to set an unmistakable situation of the hotel business, its image in the arrangement of qualities and inclinations of customers.
The branding product makes in the creative mind of purchasers numerous affiliations (pictures) that are exceptional for every individual, which perhaps compare little to the real factors of the hotel item itself. Everybody sees it in their own particular manner and makes their own picture of a hotel item.
Individuals will in general ascribe human, individual attributes to the things around them. While picking some hotel item, the purchaser offers inclination to the one that, as he would see it, meets the necessary properties. .[3]
Of the whole scope of assignments confronting the hotel and family brand, probably the most significant are: recognizing it from others, accomplishing upper hands and the chance of setting an expanded cost. This becomes conceivable when the purchaser is sure about the predominance of the given hotel item. The purchaser will follow through on a significant expense generally advantageous (genuine or saw) quality.
For this situation, we are discussing the way that the hotel business brand develops after some time, and, abandoning a "non-hotel branded item" into a "relationship", changes the connection between the like and between the hotel business and the purchaser.
The brand of a hotel item is a lawful, official idea, while a hotel business brand is just in the personalities of purchasers. The idea of a hotel business brand is more extensive, since it furthermore incorporates: the hotel item itself with every one of its qualities; a bunch of qualities, assumptions, affiliations saw by the client and credited to them of the hotel item, just as the guarantees of any benefits given by the creator of the hotel business brand to buyers, that is, the implying that the makers of the hotel business item themselves put into it.[3]
RESULT
Hospitality branding is the process of strengthening a hotel's product through advertising, brand usage, sales and marketing activities, and positioning in the minds of customers. It also recognizes a lodging item, person, or location that has been upgraded so that the customer or client receives rare, extraordinary added value that best meets their needs. Simultaneously, the ability of a lodging business brand to hold additional respect in the face of competition is critical to its success.
This definition underlines the expanded expense that consistently rises when a buyer buys a set up neighborliness brand instead of a conventional item or administration. The qualities attached can be identified with the certification of the nature of the lodging industry brand, or from the space of status (when the picture of the hotel business brand is moved to the buyer), or from the space of convenience (working with the conduct related with discovering an hotel item).
It is feasible to make an hotel brand around there, and not just the hotel item offered by the hotel business, yet additionally the actual territory, country or resort turns into a lodging and family brand. Situating, centering, division and guarantee are at the center of the accommodation brand's technique.
Brand dedication implies that the shopper demands the consistent acquisition of one specific item. They stay with this brand for quite a while and pick it for other comparable brands, regardless of whether the obscure brand is less expensive. Albeit this position is viewed as incredibly effective in neighborliness promoting, it has gotten progressively hard to prevail upon steadfast clients recently. This is because of two reasons, one of which is that brands in a similar class are getting increasingly comparative. The subsequent explanation is that various brands offer steady advancements and less expensive arrangements, making it hard for customers to stay with one brand since they can improve bargain. Notwithstanding, if the nature of the brand is reliably acceptable and no other brand can offer something similar, there is a decent possibility that customers will be faithful.
Hospitality supervisors need to get advertising and branding. Hospitality marketing gets ready imminent supervisors with the information important to guarantee that their organization, regardless of whether it is a set up lodging or another eatery, comprehends the perspectives on shoppers. This is critical in light of the fact that the purchaser is accountable for the friendliness business. Understanding consumers' opinion and why they settle on the purchasing choices they make can be advantageous. It's useful to understand which job promoting and branding play in these arrangements and how you can make them work for you. Numerous neighborliness the executive's trainings talk about advertising and branding as an approach to improve an organization or brand that you can work for.
As some neighborliness training specialists examine, brands have what they call "value." Brand comparability is a circumstance where shoppers partner that brand with good and good emotions. Brand notoriety and generosity increase the value of the organization. Once in a while this additional worth can be worth more to the organization than the real actual resources it is worth. That is the reason new items are at times delivered under notable and notable brands.
The world has become your marketplace thanks to advances in online and offline technologies. However, in the hotel business, branding may help you gain credibility by offering your clients a reason to choose you over your competitors. People prefer to associate with firms that have a solid, reputable brand over those that don't, according to research.
Branding establishes credibility: The guest experience extends beyond your physical location and is crucial to your continuous communications. A well-crafted social media presence will help you cover all of your bases, but keep in mind that the purpose of every project you undertake is to pleasure your customers and urge them to return. Your brand communications need to be consistent, caring and personalized, growing a bond with your guest. Take a closer look at how we used brand building to break real estate sales records!
In the hospitality business, increasing brand loyalty can mean the difference between obtaining and losing guest approval, thus focusing your brand strategy on this end objective is crucial.
Branding creates new revenue streams: Most people don't have the time or inclination to think about your brand in today's environment, which is busier than ever. As a result, it's up to you to make sure your brand grabs their attention and leads them through your brand store in a clear and succinct manner. Every hotel needs a respectable face, and branding is frequently the face that engages your target audience, delights them at every step of their journey, and eventually earns their trust.
The more compelling your brand store is, the more likely your audience will stick with you and return back for more. Hotel business hinges on converting prospects into
guests and guests into ambassadors, which is very impossible to achieve without strong branding.
Emotions are harnessed through branding: Customers will be more likely to convert from fence sitters to genuine visitors if you give them a compelling cause to care about your hotel and what it can accomplish for them. This is significant since, according to mountains of data, most purchasers' purchasing decisions are based on emotions rather than rationality.
Humans, as visceral emotional animals, are drawn to ideas, stories, thoughts, and even objects that pique their interest. You can maximize the development of your brand loyalty and generate guests for life by creating an expressive brand that connects and resonates with your audience [31].
One of the most essential jobs facing the hotel and household brand is differentiating it from others, gaining competitive advantages, and the ability to charge a higher price. All of this is feasible if the buyer believes that the hotel product is superior. For the best (actual or perceived) quality, the consumer is willing to spend a greater price.
In this scenario, we're discussing how the hotel industry's brand evolves over time, transforming from a "non-solid household branded product" to a "connection," altering the relationship between similar businesses and consumers.
A hotel product's trademark is a legal, formal notion, whereas a hotel business's brand existing solely in consumers' thoughts. The concept of a hotel business brand is broader because it includes: the hotel product itself, with all of its characteristics; a set of characteristics, expectations, and associations perceived by the user and attributed to them of the hotel product (Hotel Product Image); and promises of any benefits given to consumers by the author of the hotel business brand, that is, the meaning that the hotel business product's creators put into it.
Many hotel items are so identical to those offered by rival hotel firms that customers don't know which to choose. Insurance services, for example, are virtually always the same, which the company does not provide. These services are referred to as single-type products since they are all the same, as opposed to the original hotel products, which each have their own unique perks that set them apart from the others. Excursions appear to fall under the category of homogeneous products at first glance. Any hotel, on the other hand, has its own set of attractions that you can visit. The original hotel product (excursions) is transformed into hotel business branding at the same time.
Advertising, branding, promotional and promotional activities, and positioning in the eyes of consumers are all part of the process of providing value to a hotel product through hospitality branding. It also identifies a hotel product, person, or location that has been upgraded such that the client or user receives specific, one-of-a-kind added
value that meets their demands. Simultaneously, the ability to sustain additional value in the face of competition is a must for a hotel business brand's success.
This concept stresses the constant gain in value when a consumer purchases a well-known hospitality brand rather than a generic product or service. The charges could be related to the hospitality brand's quality assurance, the domain of status (when the hospitality brand's image is conveyed to the consumer), or the domain of facilities (facilitating the behavior associated with the search for a hotel product) [30]. CONCLUSION
As referenced before, another approach to make progress in hospitality marketing is predictable quality and service. As some neighborliness the board instructional classes clarify, branding is likewise powerful in an advantageous area. There are in every case better methodology, strategies and procedures that will improve the brand and increment reasonableness, unwaveringness and mindfulness for the shopper, and the brand can be a major piece of that. These are key ideas to recollect and incorporate to begin an effective vocation in the hospitality business.
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