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Publication
Rebranding do Dynamic Hotel 3***: uma busca pela conexão
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.26 MB | Adobe PDF |
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Abstract(s)
Devido ao dinamismo do mercado atual, tornando-o cada vez mais exigente,
acresce às empresas uma obrigação de acompanhamento constante de todas as mutações,
de forma rápida e consistente, mesmo que muitas vezes inesperadas. Sendo neste contexto
fulcral questões relacionadas ao valor da marca essenciais para qualquer organização.
Com vista a criar uma imagem benéfica na mente do cliente final, a gestão rigorosa
da marca, cabe aos gestores o desenvolvimento de estratégias de posicionamento, tendo
como elemento basilar a oferta e a deteção de necessidades dos seus públicos-alvo.
O presente documento reflete o trabalho realizado no decorrer do estágio
integrado no departamento de alojamento da unidade hoteleira Dynamic Hotels
Barcelona, no período compreendido entre 1 de outubro de 2023 e 27 de março de 2024,
somando um total de 179 dias.
Este trabalho de investigação teve como objetivo averiguar se o processo de
rebranding do hotel poderá constituir uma medida de reposicionamento, podendo assim
melhorar a perceção física e digital que os consumidores terão sobre a marca.
Em suma, será um projeto de melhoria e transposição de uma estratégia de
reposicionamento de uma unidade interligada com a hotelaria, que tem como principal
objetivo uma avaliação crítica. Será concebida uma análise com apoio bibliográfico sobre
a temática de rebranding bem como através de entrevistas realizadas aos responsáveis de
grupo hoteleiro.
Este estudo facilitará a tomada de decisão sobre a implementação das estratégias
de rebranding e posicionamento na hospitalidade, assim como na correção,
posteriormente, de anomalias ou melhorias de determinados aspetos.
Due to the dynamism of today's market, which is becoming increasingly demanding, companies are obliged to constantly monitor all changes, quickly and consistently, even if they are often unexpected. In this context, issues related to brand value are essential for any organisation. In order to create a beneficial image in the mind of the end customer, rigorous brand management, it is up to managers to develop positioning strategies, with the offer and the creation of needs of their target audiences as the basic element. This document will reflect the work carried out during the internship in the accommodation department of Dynamic Hotels Barcelona, starting on 01 October 2023 and ending on 27 March 2024, totalling 179 days. The aim of the research will be to find out whether the hotel's rebranding process could be a repositioning measure, thus improving consumers' perception of the brand in person or online. In short, it will be a project to improve and transpose a repositioning strategy for a unit linked to the hotel industry, with a critical evaluation as its main objective. An analysis will be carried out with bibliographical support on the subject of rebranding, as well as through interviews with hotel group managers. This study will make it easier to decide whether or not to implement it correctly, as well as to correct anomalies or improve certain aspects later on.
Due to the dynamism of today's market, which is becoming increasingly demanding, companies are obliged to constantly monitor all changes, quickly and consistently, even if they are often unexpected. In this context, issues related to brand value are essential for any organisation. In order to create a beneficial image in the mind of the end customer, rigorous brand management, it is up to managers to develop positioning strategies, with the offer and the creation of needs of their target audiences as the basic element. This document will reflect the work carried out during the internship in the accommodation department of Dynamic Hotels Barcelona, starting on 01 October 2023 and ending on 27 March 2024, totalling 179 days. The aim of the research will be to find out whether the hotel's rebranding process could be a repositioning measure, thus improving consumers' perception of the brand in person or online. In short, it will be a project to improve and transpose a repositioning strategy for a unit linked to the hotel industry, with a critical evaluation as its main objective. An analysis will be carried out with bibliographical support on the subject of rebranding, as well as through interviews with hotel group managers. This study will make it easier to decide whether or not to implement it correctly, as well as to correct anomalies or improve certain aspects later on.
Description
Keywords
Dynamic Hotels Barcelona Hospitalidade Posicionamento Rebranding Identidade visual Serviço Marca Perceção Tourism Quality Visual identity Service Brand Relationship Perception Offer Gestão Hoteleira . Escola Superior de Tecnologias e Gestão