ASSESSMENT OF HOTEL BRAND DESIGN EFFECTIVENESS
Abstract
This article examines the process of evaluating the economic efficiency of the brand design of a hotel company. The directions and features of efficiency evaluation at different stages of brand design are determined. It is substantiated that the design of a hotel brand is becoming an influential communication channel, and hotel enterprises are increasingly using it in their activities. However, despite this development, little research has been devoted to taking into account the specifics and cost-effectiveness of brand elements development. Therefore, this study examines how the interaction of different hotel positioning strategies affects consumers' perceptions of brand design and their loyalty to the hotel. The purpose of the study is to examine the specifics of the cost-effectiveness of hotel brand design using a variable sample of data on hotels and hotel chains, introduce economic conditions as a new determinant of the market value of hotel brand design, and test the moderating role of economic conditions on the relationship between investment in brand design and the market value of a hotel enterprise. Methodology of research. The paper uses the generalization method to determine the stages of evaluating the effectiveness of brand design. The methods of synthesis were chosen to study the characteristics of brand design. Findings. It has been determined that brand design is one of the most important components in all areas of business, especially in the hospitality sector. First, it is necessary to understand what investments can be made in brand design. Secondly, it is necessary to build a strategy for evaluating brand design and divide it into three parts: the strategic stage, the visual part, and regular communication. The problem of determining the effectiveness of online brand design development and its synchronization with the social networks used, in the same style and way of conducting, determines the development of new approaches to calculating effectiveness and requires further study. Originality. A comprehensive scheme for evaluating brand effectiveness is proposed. The features of design of brand elements are revealed. Practical value. We determined the studying the effectiveness of using the brand design of a hotel company.
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