REC 352 Lecture Notes - Lecture 3: Digimarc, Mega Brands, W. M. Keck Observatory
Document Summary
Independent operation- not affiliated with any specific brand/not a chain. January 24, 2017: have one unit, owned by one person, have distinct characteristics in how it looks and feels. Doesn"t look the same like chain hotels do. Hostels can be chain or independent: example of independent operation: blockade. No corporate policies and procedures that slow down changes: disadvantages. No backing of corporate headquarters: financially or operationally. Less volume = higher costs: per night might be more expensive than a chain hotel because of this. Name not known to public = people might not go there if it is not known. This means advertising and marketing becomes more critical for the independent operation to make people want to go their instead of a chain. Create a brand to convey a personality/image. Services offered, name, logo, slogans, and signage. Some hotels groups have several chains/brands under one main name. Ex: intercontinental hotel groups includes crowne plaza,
