A STUDY ON THE BRAND EXTENSION OF INTERNATIONAL HOTEL IN TAIWAN

• Main Authors: HUANG HUANG NA, 黃凰娜
• Other Authors: LIANG, S. A.
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/52522573467799640710

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 93 === International hotels always give people a good image of fancy, luxury and high quality and by the research paper, the hotel image has a positive connection with the sales and revenue. For the recent years, the brand management has been the topic people keep discussing and utilizing. By utilizing the brand extension, on the one hand, the successful rate of the new product could be raised, on the other hand, the customers’ multiple needs could also be satisfied. Then could an international hotel with its own image utilize the brand extension strategies to increase its business fields or develop its new products? Through reviewing domestic and international research papers on the characteristics of an international hotel, brand and brand extension, the advantages and disadvantages of brand extension of the international hotels, also by personal interviewing the famous brand hotel owners, the branding extension awareness, involving motives, weighted value, the most possible brand extension business directions and the future expectation were understood. The view points and the applications of brand extension among various international hotels in Taiwan were also explored. The conclusions of the study could be summarized as follows: 1.Brand extension being a proper strategic plan is recognized. 2.The most successful direction of brand extension is possibly to run a leisure hotel. 3.The sales growth and market enlargement were most concerned in brand extension.. 4.Most of the famous international hotels have already involved the brand extensions on the fields which considered most possibly succeeded. 5.The brand extensions of famous international hotels have broad achievements individually. 6.The directions of brand extension are not the same among the international hotels in Taiwan. 7.The branding strategy of boutique store could be referred to the international hotels. 8.Brand extension is the good solution of the hotels which have the common problems of staff aging to fill up and the professional staff insufficiency.