Project Plaza Part5

Mega brands (luxury) 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mega brands (luxury) 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source of ranking information: Hotels’ Corporate 300, July 2004. Based on number of rooms.

Mid tier luxury brands 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mid tier luxury brands 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Myriad smaller groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Competitor summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Couture Hotels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Palazzo Versace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Modern Luxury hard to define ,[object Object],[object Object],[object Object]

Emerging trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Where it all comes together ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The role of brands and branding

Brands: a strategic asset ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Benefits for hotel groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Driving earnings ,[object Object]

Luring guests ,[object Object],[object Object]

Justifying investment “ Talks with the owners of the 100 Le Meridien hotels under management contract have suggested they are prepared to invest£500m in the brand . That will be in addition to the £360m already pledged by Principal Finance Group.” 2001

Attracting opportunities ,[object Object],[object Object]

Differentiating Badge engineering

Attributes and values Functional & Physical Technology Quality = German engineering Performance Exclusivity = Luxury brand Emotional & Psychological The Ultimate Driving Machine

[object Object],[object Object]

A lifelong relationship ,[object Object],My first BMW Yuppie Family Empty nesters

Three ingredients of contemporary branding: People, celebrity endorsement, no product

Seven steps to success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Programme - Stage One ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Programme - Stage Two ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Programme - Stage Three ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Programme - Stage Four ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Project costs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Next steps ,[object Object],[object Object],[object Object],[object Object]

Project Plaza Part5

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Project Plaza Part5