Brand Communications of Asian Hotels Report 2022

Running Head: BRAND COMMUNICATIONS OF ASIAN HOTELS
Brand Communications of Asian Hotels
Student’s Name
University Name
Author’s Note

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BRAND COMMUNICATIONS OF ASIAN HOTELS
Table of Contents
Introduction......................................................................................................................................3
Literature review..............................................................................................................................3
Emergence of Asian hospitality industry as a brand....................................................................3
Room for a growth in sharing proper brand Positioning.............................................................4
Gap analysis.................................................................................................................................7
Methodology....................................................................................................................................7
Findings...........................................................................................................................................8
Name and meaning.......................................................................................................................8
Significance of logo.....................................................................................................................9
Brand extension strategy..............................................................................................................9
Conclusion.....................................................................................................................................11
Reference List................................................................................................................................12

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BRAND COMMUNICATIONS OF ASIAN HOTELS
Introduction
This report paper has three different segments. The first part undertakes a literature review
regarding brand promise, brand identity, brand positioning and other aspects of brand
development including brand communication. There is an analysis of the unit concepts, practice,
style, design as well as approaches used by the hospitality industry of Asia in managing the
hospitality business. Exercising on the brand, DusitThani which is the Thailand based hospitality
organisation,, the various Strategies and approaches for brand positioning have been explored
and the extent up to which the organization has been successful in establishing the brand name is
evaluated in this report paper.
Literature review
Emergence of Asian hospitality industry as a brand
There is really any scope in Europe as well as North America for the functioning for growth of
any popular boutique hospitality brand. That is why hospitality brands are choosing Asia as their
Battleground and exhibiting relentless expansion in this region dubbed as the most lucrative
hospitality market.
However, in this respect we observe that the Western brands coming into this region are facing
severe contest with the local brands. Along with the hotel group that is taken for research study
in this report paper, other brands like the Shangri-La hotels and resorts, six senses resorts and
Spa, Banyan Tree Holdings, Peninsula hotels and others are not only defending their business
domain and the task of hospitality in Asia but also expanding so aggressively that the popular
Western hospitality brands and not able to settle their foot so easily on the Asian ground (Liu et
al. 2017). We can easily talk about the South Asian market with the popular hospitality

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BRAND COMMUNICATIONS OF ASIAN HOTELS
destinations like Malaysia, Singapore, India, Sri Lanka and so on. In this regard it means
mentioned that a large number of Asian brands starting from Indonesian brand Aman to Shangri-
La of Hong Kong to Banyan Tree Holdings of Singapore do have already made their facilities in
this travel and and still expanding to set up their empire in hospitality. However now the
floodgates are opening up with brands like Peninsula, Dusit, Lebua coming to the scene
(Bihamta et al. 2017).
The question arises if the flood Gates are really open up letting in the popular Asian hospitality
change, there should be some factor of growing interest among the consuming section of Asian
population because of which these Hotel groups are getting in roads. This is where the context of
brand popularity, brand positioning and brand awareness come in. These brands are not simply
developing hotels but also feverishly wooing the outbound Asian travellers to their property sites
which are scattered across Asia, Europe as well as North America. Many of these Hotel groups
have also set their step into the Western markets following the Asian travellers. This section, as
identified by Lam, Ho and Law (2015), is predominantly Chinese with 77 million of Chinese
people travelling overseas each year. Hence a major section of the travelling in group in Asian or
in western market is constituted by the Asian population and this is the reason why why it is
expected that the Asian hospitality brands are growing so severely. In connection to this,
research Scholars including Tasci and Guillet (2016), identify that the hospitality brands have
developed a perception that which proper brand statement and brand positioning the Asian
tourists will like to be served better by the hospitality brands of their own land.
Room for a growth in sharing proper brand Positioning
For a Boutique Hotel to emerge as a brand it needs Limited competition, presence of resources as
well as business prospect in any business domain. The presence of these resources also helps in