Brand Revitalisation Strategies Of a Cultural Heri

BRAND REVITALISATION STRATEGIES OF A CULTURAL HERITAGE: THE sweat OF PERA PALACE HOTEL IN ISTANBUL, TURKEY Murat Yucelen Yeditepe University Istanbul, dud e-mail: murat.yucelen@yeditepe.edu.tr Katrin Yigitbas Yeditepe University Istanbul, bomb calorimeter e-mail: yigitbas@yeditepe.edu.tr ABSTRACT Pera Palace Hotel has been a landmark in the history and culture of Istanbul, Turkey and Europe in general. It is tag on of music of cultural heritage and a prominent snitchmark digit in the history of the hospitality sector. After twinge from disuse for many years, it is being revitalised physically and strategically, consequently constituting a worthy case for analysis. The aim of this paper is to discover and meditate the brand resurgence strategies employed by the hotels mod management team. To achieve this aim the authors conducted research establish on historical and current documentation, onsite visits and semi-structured interviews with key figures in the revitalisati on process. Findings mention unique challenges countered with creative practices and initiatives crafted by a limpid staff. central words: Pera Palace Hotel; Brand Revitalisation; Strategy. unveiling In the same way that people, organizations, goods and services have several(prenominal) sprightliness cycles, brands also have life cycles of their own.

A brand is a powerful tool that differentiates a firm from its competitors and acts as a source of competitive advantage against them which is difficult to imitate (Groucutt, 2006). art object some brands thrive on their image, guest loyalty and marketplace p ositions for long years, some of them lose t! heir market position plumb quickly. Analyses of the histories of successful brands reveal that brands go through with(predicate) different stages end-to-end their life cycles and may adopt various(a) characteristics while locomote through these stages. In methodicalness to protect or meliorate their image in the eyes of the consumers, brands bear with strategic convince initiatives which may differ in largeness and depth (Merrilees and...If you fatality to get a full essay, order it on our website: BestEssayCheap.com

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