Hospitality management Research 2022

Specialization in Luxury
Brand Management in
Hospitality
10/17/2019
InterContinental Hotels Group

Hospitality management 1
Contents
Introduction......................................................................................................................................2
Overview of the company............................................................................................................2
Brand identity..................................................................................................................................3
Kapferer’s Brand Identity Prism..................................................................................................3
Brand Physique........................................................................................................................4
Personality...............................................................................................................................5
Culture.....................................................................................................................................6
Relationship.............................................................................................................................6
Reflection.................................................................................................................................7
Self-image................................................................................................................................7
The brand expresses its brand identity through its marketing communications..............................7
Challenges and failures of IHG.......................................................................................................9
The brand manages “dream equation............................................................................................10
Conclusions and recommendations...............................................................................................11
References......................................................................................................................................13

Hospitality management 2
Introduction
The aim of this research-based paper is to evaluate issues of maintaining brand identity and
marketing communications for the luxury hospitality brand. The brand that has been selected
includes InterContinental Hotels Group. The report includes evaluating how brand leads to brand
identity to life through its marketing communication. The brand identity is analysed with
assistance of Kapferer’s brand identity prism as well as brand visual identity with use of brand
signatures. The report shows the critical analysis of the media and communication. The
communication can take place with the help of different tools that include off and on-line
including the digital strategy to generate awareness about the brand identity in the market. Along
with this, the report shows the ways through which the brand manages the dream equation. This
paper offers the conclusion and recommendations to the management of the brand and the ways
it uses communication and media that is a link to form the identity in the market. Along with
this, it contributes to form the luxury credentials and communicating as well as maintaining the
dream.
Overview of the company
InterContinental Hotels Group (IHG) is one of British multinational hospitality businesses with
the head office in Denham, Buckinghamshire, England. The business came into existence from
year 1777 when William Bass started the brewery in Burton-on-Trent, UK (IHG, 2019). The
company offers a miscellaneous collection of distinguished brands is well known and loved by
millions of clients across world. IHG has right hotel brand for both the owners and guest
considering their needs in the market.

Hospitality management 3
Brand identity
The brand identity is mentioned to as visible elements of the brand like colour, design, and logo
that contributes in determining and distinguishes the brand in the mind of consumers. The
identity of the brand is considered as image of brand. InterContinental Hotels Group recently set
up a worldwide brand management leadership teams with the motive to drive brand development
across world. The global brand management leadership structure will majorly emphasis on focus
for combining the universal policy of the brand, discover the actual consume visions as well as
turning them into the everyday marketing activities. IHG is trying to enhance the awareness of
the corporate brand among the clients that are presently more acquainted with consumer brand
(Allchin, 2012).
IHG Company also needs to form a strong brand identity and they have a strong image in the
market. The below given is the analysis of the brand identity of IHG with the support of
Kapferer’s brand identity prism 2012.
Kapferer’s Brand Identity Prism
The model of Kapferer’s Brand Identity Prism works as a instrument for the executives of the
brand to measure identity of brand present in market. The model contains six different surfaces
that include personality, connection, culture, physique, likeness, and self-image (Andreea, 2018).