Aaker brand equity model

October 14, 2017 Marketing

Harmonizing to Aaker trade name equity theoretical account, we are able to tie in the construct for constructing trade name equity with the below five following points ;

Brand Loyalty

To set up the trade name trueness, the seller has to make the unforgettable experience that offers distinguishable services and privileges to retain their invitees.

As a quickly turning organisation, Raffles Hotel has recognised that in order to keep a competitory border in the industry it belongs to. To be a market-driven organisation, they have to implement the nucleus competences stand outing with three typical capablenesss ; marketing-sensing, clients associating and channel adhering. So marketer has formulated the following scheme to accomplish their ends for client trade name trueness ;

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The sellers have offers the best hotel rate to suit their client demands, and had tailored a few attractive promotional bundles for their clients to advance their bundles by presenting summer rate, weekend rate with complimentary free breakfast and even promoting them to do progress booking reserve to have the price reduction up to 30 per centum.

Different types of hotel suites are distinctively designed to let their clients to bask an unforgettable and capturing experiences stay at the hotel. The hotel suites are segregated into five alone classs e.g. ; Personality, Courtyard, Palm Court, Grand Hotel and Presidential.

Making a strong, tight connexion ties with clients is the dream of Raffles Hotel sellers and frequently the key of the long-run success.

Brand Awareness

Constructing a powerful trade name that defines a compelling intent ; a large thought stands out from the crowd, and to reflect the clients, build an image and repute in the head of the client that has personal relevancy.

In order to retain the best profitable clients, constructing their trueness, presenting new services and promote protagonism. By prosecuting uninterrupted publicities and offers, attracts their mark clients, constructing penchant, driving purchase behavior and prolonging a monetary value premium with the undermentioned event activities ;

In the recent event, Singapore GP has partnered twenty nine hotels to offer a greater grade of confidence through a Best Rate Guarantee system for visitants who are booking hotel suites during the 2009 Formula One ( F1 ) Singapore Grand Prix, and Raffles Hotel is one of the partnered hotel that has promoted the attractive ‘Early-Bird ‘ hotel rate to pull the invitee for progress engagement at the hotel to hold the best position for the race in action acting at the Marina Bay street circuit.

For the approaching event, to advance Corporate Social Responsibility ( CSR ) consciousness, in the aim of raising financess for charity through a dinner and auction of extraordinary Christmas Trees. Therefore, every twelvemonth Raffles Hotel has organized the Raffles ‘ Annual Gala Christmas Tree Auction, and a sum of over three million dollars has been raised from the past 16 old ages, distributing much gay cheer to legion charities.

Raffles Hotel has developed their mission statements to portion with their hotel directors, employees and invitees: “ Arrive as Residents, Leave as Friends, Return as Family ” . It is simple and clear to portion a sense of intent with their invitees to do them experience as a place.

Besides, logo of the Raffles Hotel Architectural is one of hallmark that is well-known celebrated trade name individuality that is identifiable by people.

By holding a strong trade name is to guarantee that clients have the right type of experiences with services and their selling plans to make the coveted trade name cognition construction for the trade name, every bit good to make a higher trade name exposure to pull more new and bing clients.

Perceived Quality

To prosecute a higher service quality, client satisfaction, and company profitableness are intimated affiliated. Higher degrees of quality consequence in higher degrees of client satisfaction which support higher monetary values and ( frequently ) lower monetary values. ( Kotler, Philip 2009, pg 140 )

All employees have to undergo service preparation and calling development to present an excellent and quality service to every of their invitees. Sellers have to present the trade name promises to the employees and marketing spouses to appreciate and understand basic stigmatization impressions. Internationalizing the stigmatization activities and processes helps to inform and animate employees with a sense of intent and clear way. They even hired the ace award-winning chefs to function their invitees with all right culinary art.

In order to well-attend to their client ‘s health and amusement demands, Raffles Hotel has built legion installations to let their invitees to rejuvenate and bask the relaxing experiences like eating houses, chilling bars, Amrita Spa, out-of-door swimming pool, gym, garden touring, theater wendy house, museums stores and arcade.

It is besides closely associated with the client trueness and keeping to fulfill client perceived value benefitted from the Hotel ‘s quality services. Quality is the entirety of characteristics and features of services that bears the ability to fulfill stated and implied demands.

Brand Associations

A successful trade name is the most valuable resource a company has, and a signifier of “ statement of value ” for their services to be intangible, inseparable, variable and perishable to reflect as the value of their trade names. Trade names are used as external cues to savor, design, qualify, prestigiousness, value and so on. In other words, consumers associate their sensed values with the trade name. Specifically, trade name association is anything that is linked in memory. The association reflect the fact that services are to reflect societal places and their professional functions.

In order to prosecute in their client heads, Raffles Hotel has taken a measure of doing variegation of the enlargement of the epicure assortments in transacting faultless different subject construct to provide for their client ‘s nutrient penchant and experience from Chinese to Western all right culinary art with recognizable ace chefs. For illustration, some of the internationally acclaimed award-winning subject eating house ‘Doc Cheng ‘s ‘ a blend mix for Asiatic and Western culinary art ; ‘Ah Teng ‘s Bakery ‘ is a Chinese heritage pastry coffeehouse for ‘Early-Birds ‘ to bask a forenoon cup of tea, delightful pastries and steaming hot dim amounts ; an aura of dateless elegance sets the tone with Gallic Windowss in modern-day authoritative expression which has attractively restored its former glorification which are attractively restored, ‘Raffles Grill ‘ for Gallic Cuisine has captures the true kernel of all right dining.

Bing intuitive to understand what clients wanted to be treated each clip being served is of import to prosecute clients like ne’er before to retain their trueness degree.

Channel Relationships

With increased competition and rise costs, Raffles Hotel needs to rise the deepness of trade name exposure. To be a more holistic company, Raffles Hotel are taking a value web position of their hotel concern, they have distributed different selling channels and have closely tied up with legion concern spouses for air hoses and recognition cards sellers by holding transverse promotional offers to make their mark market such as ; Singapore, American, Delta Airlines, Silk Air, Emirates, Nippon, Jet Airways, American Express, Citibank, Visa and UOB. In the promotion of cyberspace system, clients can handily derive entree through online for booking and card payment for these reserves harmonizing to their ain penchants of the preferable service trade name.


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