Repositioning, brand architecture
Need
Comprehensive repositioning of the brand
– Brand repositioning strategy.
– Brand claim development
– Line / naming development for luxury hotels
– Communication on / off stakeholders and public. PR.
Result
We start with a concrete and differentiating value proposal. A possible disadvantage (lack of homogeneity) that we turn into difference and strength: “UNIQUE HOTELS”. No Elba hotel is the same as another.
With establishments in all categories and for all economies.
– In all segments: vacation, business, golf, health.
– And, especially for the physical differentiation: no Elba hotel is the same as another, neither on the outside nor on the inside. They adapt to the place and to its objective.
That Diversity and adaptation is the one that makes its hotels different, UNIQUE.
At the same time, its application also came to the GL segment, here with the surname “Exquisite Collection”
