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Global Branding. Kirk Kinsell President, Europe, Middle East & Africa InterContinental Hotels Group. 86% Franchised 14% Owned & Managed. Consumers don’t buy “price tiers”, they make choices based on stay occasions, which our portfolio is designed to serve.

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global branding

Global Branding

Kirk Kinsell

President, Europe, Middle East & Africa

InterContinental Hotels Group

slide4
Consumers don’t buy “price tiers”, they make choices based on stay occasions, which our portfolio is designed to serve

A solid brand positioning requires a fact-based approach

7 distinct brands focused on specific consumer categories affinities
7 Distinct Brands Focused on Specific Consumer Categories & Affinities

No brand blur – No brand confusion

ihg delivers owner value through a consumer relevant delivery system
IHG delivers owner value through a consumer-relevant delivery system

A great brand must be backed by a compelling owner offer

slide7

Consumer

Consumer

value

proposition

Successful Enterprise

Standard operating procedures

Culture and values

Fully Documented Business System

Business Partners

Franchisee

selection

Risk

management

Training

FranchiseContract

Economics

Fees and charges

Financing

Real Estate

Market & location strategy

Building design and development

Interior design

CapEx and maintenance

Business Support

Brand, sales,and marketing

Purchasing/ supply chain

Human resources

Pre-openingsupport

IT systems

Franchisor

Franchisee

slide8

Bargain Shopper

Hand holder

Veteran cheerleader

Top needs for all owners:

Brand reputation

Sales & Marketing support

Enforcement of quality standards

Institutional investor

Independent

stalwart

slide9

Benchmarking best-in-class franchisors revealed three distinct operating models used to drive success:

Plug & Play

Create the cult

Empower the

owner

Club Pride

slide10
One of the world’s most recognised hotel brands with a global reputation for service, comfort and value

Built on more than 50 years experience

Modern, comfortable facilities and amenities

holiday inn in emea
Holiday Inn in EMEA?

Source: IHG 12 months

to 31 December 2006

Total EMEA US$

Strong Performance and results!

slide12

Swindon

Bloomsbury

Holiday Inn exteriors and guestroom interiors vary considerably between hotels.

Bloomsbury

Swindon

slide13

Marseilles

Bougival

This affects the quality and consistency of the product and service across the Region…

Marseilles

Bougival

slide14

Hemel

Gatwick

Express by Holiday Inn offers more consistency due to new builds, with fresher interior designs.

Gatwick

Hemel

slide15

Canterbury

Stevenage

Canterbury

Whilst interior design standards are similar, colour palettes however do vary..

Canterbury

Stevenage

despite our successes we know there are some core issues with the holiday inn brand
Despite our successes, we know there are some core issues with the Holiday Inn brand

Brand image

Brand awareness

and consideration

Appeal to

frequent

business

travellers

Source: Landis NA/UK/China Study; Interbrand Analysis

our brand vision
Our brand vision

Return Holiday Inn brand family to share growth and maintain our leadership position in the “Mainstream” market

Create a power brand

Become consumer’s first choice as a mainstream hotel

Deliver an ROI-savvy investment for owners

improved physical standards guest experience
Improved Physical Standards & Guest Experience

Bold, differentiated look & feel & functionality

Hotel

Exterior

Public Areas

Reception

Bar

Restaurant

Guestroom

Bathroom

Meeting

Rooms

Flexible

Leisure

Environmental

Considerations

New Holiday Inn

Model

key development drivers new holiday inn model

From

To

Key Development Drivers – New Holiday Inn Model

Reduced

costs

Improved

guest

experience

Attractive

investor

returns

updating an existing franchised service brand is a complex business
Updating an existing franchised service brand is a complex business…

Core Brand

Proposition

Physical Standards

Service Standards

Communications

  • Marketing Mix
  • Communications strategy
  • Field Execution
  • Key Touch points
  • Hiring Practices
  • Training
  • Measurement/Incentive
  • Building Footprint
  • Furniture
  • Decoration
franchise relations

+

=

Success

(Franchisor)

(Franchise Advisory Council)

Great Franchise Relations

Franchise Relations
how do we get there

Holiday Inn as the world’s most preferred hotel brand

  • Phase 3

Develop and launch sub-brands to broaden the brand footprint

Phase 2

Create the hotel brand of the future to lead consumers and competitors

Phase 1

Brand refresh and deliver on basics to meet the consumer expectations and competitor benchmarking

How do we get there?
slide23

Park Lane

Jin Jiang Star

Grand Hyatt

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