Brand Image in the Hospitality Industry

Definition of Brand Image

Brand Image is the customer's perception of the image of a hotel brand, good or bad as a result of the marketing efforts of the manager, the opinions of the customer's relatives (word of mouth) and the experience of the customer itself after enjoying the service at the hotel.

How to measure Brand Image
The brand image of a hotel can be measured by the following indicators:

1. Excellence of brand association. A set of attributes, benefits and a thorough evaluation of the hotel's trusted products in the minds of customers. The more superior the brand association, in the minds of customers the higher the brand image.
2. Strength of brand association. How strong are the attributes, benefits and overall evaluation of hotel products in the minds of customers. The more often customers think of the hotel brand, the stronger the brand association in the minds of customers. The stronger the brand image in the customer's mind.
3. The uniqueness of the brand association. How unique are the attributes, benefits and overall evaluation of hotel products. The more uniquely the association of a brand, the stronger the brand image in the customer's mind.

The significance of Brand Image

Brand image has an important role in shaping brand awareness, customer satisfaction and brand loyalty. The better the brand image on the customer's mind, the customer will be more aware of the existence of a brand and greatly affect the decision to make hotel reservations. Customer satisfaction is also determined by the brand image. A good brand image makes customers have high expectations and tolerance for satisfaction. It also encourages hotel managers to provide the best service that can meet customer expectations.

For example, a customer is very proud of a hotel, because the impression of luxury, friendly and timely service. The image of the hotel in accordance with the concept of services offered by the hotel. Therefore, managers strive to provide the best service in order to satisfy the needs and desires of the guests. Customers themselves have a high tolerance of the lack of services provided, because it is psychologically very proud to be able to stay at the hotel.

Conclusion
A brand image of a hotel is the focus of attention of the hotel manager, because it affects the decision of reserving a room.