129836519665781250_414Transformation of Han court Chairman said the group will be renamed to multi-branding strategy
Sitting opposite the business news reporter, Chairman and CEO of the Han court Ji Qi revealed their latest decision--Han Ting Hotel Group will be renamed in the future "the Han court" is the only standard economy hotel brand name, rather than the group name, group names new collection has been exposed on the network. Renaming is obviously not the whims of behind it, is the transformation of Chinese court brand wineStore group policy.
The Han court was not the first and it won't be the last one was renamed Enterprise, simply change a few characters, for a company to more business consolidation and profit-driven. Multi-branding and positioning "me into the budget hotel sector, the birth of a Galaxy has played a very big role, this book is a history of the Accor Hotel Group, especially the founderDu Lu and beilisong, impressive for me.
"Ji Qi interview revealed that Accor under a premium brand" Sofitel ", the four star" nuo Fu "and the economy is" Yi SI ", name and brand name of the group is completely different, the Han court also may do so. At present, Han Ting Hotel Group under a-side "all-season", standard, economy "hanting the shortcut" and a hundred Yuan hotel"Ocean Inn".
In addition, the Han court just contain a star way hotel, featured future orientation of non-standard midrange hotel. Brand name to several levels: the first is the name of the enterprise, and enterprise business under the brand name, is again under the various business segments, product brands. These names can be exactly the same or completely different. If you are a brand nameAre conducive to market understanding, and because there is only one name, saving a lot of marketing costs. "But too flattened named this way so your eggs in one basket, once a plate is a product or a business problem, affecting the entire enterprise. Conversely, if using multiple brands, you can diversify development enterprises of different positioning of the individual business segments and productsIn case of problems with which is the brand itself does not directly affect other businesses. Of course, than a higher marketing costs.
"United States Booz Company global partner Xu Huchu told reporter Han Ting is obviously a means to diversify the policy chose to separate group names and brand names, many brands may reduce the risk of brand damage, can also be a clearer positioning of brands. Of course, the mostKey may be a Chinese court to evade the limitations of budget hotel. "Hanting the name always give people a sense of limitation of the budget hotels
www.powerleveling.us, now after the Chinese Court of the diversification, there are high-end branded and personalized branding appeared in, these are distinct from the hotels, so groups have to circumvent this limitation. "Gorgeous Chief Zhao Huanyan knowledge experts pointed out that TNCs are usuallyGroup brand and product names are case sensitive, in order to highlight the group in General, but sometimes deliberately change the group name under the brand name enterprise what to highlight key position. "For example, several years ago, United States Cendant Hotel Group, originally under it and there is no luxury brand, but after the acquisition of luxury warm de Roma Hotel, want to give people a sense of high-end integrated Hotel Group position, inTemperature is the group name to de Roma Hotel Group, that contrary to the hanting Group changed its name, but the essence is the same, all to clear Group position. Cendant borrowing under premium brands highlights is a luxury hotel company, while the Han court was passed and the economy brand ' out ' to emphasize their own integrated positioning.
"Zhao Huanyan said. Subdivision for business, relocation andCat was renamed the Taobao Mall to days, although its official microblog said: "the cat is sexy with taste, cat online shopping, is the representative of fashion, sexy, trend and quality.
"But in fact this is clearly to distinguish between Taobao Mall the day cat position B2C, Taobao focus on positioning of C2C, otherwise Taobao Mall will always give people a sense of cheap low end. Without names are case sensitiveProblems at home it is clear, despite its "and Yi" hotel location four stars, but because it is "home" produced, hence "and Yi" often being mistaken for cheap hotels.
Maximizing brand value in order to distinguish between location and changed the name of the enterprise
www.powerleveling.us/diablo-3|diablo 3 power leveling, but also changing the name back. Wanda is a typical case, it first formed when the Department store sector, want to highlight General merchandiseIndependence of the business, thus intentionally took a new name, "thousands of department stores".
Unfortunately, since the brand was not fired, combined with store business problems, resulting in "thousands of department stores" underperforming Wanda group has decided to change the Department store brands next month--Wanda stores the name of the group. "It is all driven by commercial interests, Wanda specializing in real estate, its Department store businessProfessional degree rather than a dedicated department store management, since the Department store business, management should consider to the franchise industry, if you want to manage its own, so we need to avoid management weaknesses, Wanda brand operation of the bundle is very famous, so its back to Wanda department stores makes sense.
"The first analysis of retail network founder Richard Ding. "Change the business brand and brand of the GroupDifferent companies will naturally pay more marketing, but it must be evaluated, that the new name you can explicitly position and generate more revenue. "Analysis of Xu Huchu," while thousands of department stores are different, in itself does not require isolation and Wanda group development, but should also expand their markets, and poor to thousands of stores currently operating state, consistent with the groups namesReduce marketing costs, increase the investment attractiveness, now it is needed for. "Return to the origin of the enterprise culture changed its name, and Hola. In 2011, is committed to domestic industry of Hola announced that its stores in mainland China changed its name to "HOLA and" at that time, its General Manager Tong Zhixiang said: "HOLA and upgrade changed its name, isTo consolidate resources, improve efficiency.
"In fact, the Teli's parent company--force behind trade closely, in China, Taiwan markets are to" HOLA and "to identify its soft-loading operations, so to base on long-term development considerations, the soft pack brand overall unity between the two sides. "If the same business with two different names will cause the consumer awarenessConfused, but somehow it took 1 time marketing, Hola soft pack business back to name is to maximize the value of existing brands.
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