brand Case Study
Hotel Brand Optimizes Brand Equity
The Client's Situation
Our client, one of the top hotel companies, required on-going intelligence about the performance of their hotel brand.
The Challenge
The client wanted to understand their brand equity relative to their perceived competitive set.
Approach + Solution
Phoenix MI developed a brand health model that was unique to the hospitality industry.
We conducted a daily online survey that is reviewed in a quarterly report. The survey tested brand awareness and usage. Each respondent was asked to choose attributes that are distributed across four main pillars;
Results
Our client was able to see the “brand health” of each brand at the brand pillar and individual attribute level.
The brand equity study results empowered management to allocate resources to maximize the hotel guest experience.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.
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