A Study on the Characteristics of Branded Environments in Hotel Spaces

Lee, Hwa-Kyoung; Ahn, Seongmo

A Study on the Characteristics of Branded Environments in Hotel Spaces

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호텔 공간의 브랜드화 환경 특성 연구

Type: Academic journal

Author: Lee, Hwa-Kyoung (국민대학교) Ahn, Seongmo (국민대학교)

Journal: Korean Institute of Interior Design Journal of the Korean Institute of Interior Design Vol.23 No.1 KCI Accredited Journals

Published: 2014.2

Pages: 143 - 151 (9page)

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A Study on the Characteristics of Branded Environments in Hotel Spaces

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Nowadays, space branding becomes more important since it reflects and synthesizes the diverse experiences of the consumer. The objective of the research is to present the new possibilities that space branding offers by analyzing the brand strategy and the design characteristics of branded hotels, which are being projected as constructed branded environments. By integrating the brand with visible or invisible elements of the hotel, such as unique space planning, service, and consumer experience, a branded hotel can be a good vehicle to reflect fast changing consumer lifestyles and trends; it enables the consumer to experience brands in his or her everyday life, and it conveys the overall image of the brand by considering the consumer’s multi-sensual experiences. The study processed with theoretical research which is related to the hotel space and branded environment. Four brands were selected with distinct business area and brand strategy, and studied to analyze the strategy and the characteristics of the branded environment in a branded hotel. In particular, the case study attempted to evaluate the distinctiveness of the branded hotel’s spatial design by comparing each brand’s representative flagship store with the hotel. As a result, four characteristics of branded environments in branded hotels were identified, namely, strengthen brand image, consistent brand strategy, extend brand perception, spatialize brand experience. Armani emphasizes their consistent brand image by applying similar design methods in both retail stores and hotel spaces. IKEA, in contrast, applies not their design identity but their brand concepts like practicality, efficiency, and low prices. Pantone gives an expanded brand experience by using synesthetic sensual stimulation using their color system. Missoni mixes and composes their patterns and materials in a three-dimensional manner and strengthens design possibilities and spatiality. This study suggests specific design methods to construct a branded environment in a branded hotel and offers new strategic directions for space branding.

#브랜드화 호텔 #브랜드화 환경 #공간 브랜딩 #Branded Hotel #Branded Environment #Space Branding

Abstract
1. 서론
2. 호텔 공간의 브랜드화 환경
3. 브랜드화 호텔 사례 분석
4. 호텔 공간 브랜딩 전략
5. 결론
참고문헌

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1. [학술대회논문] - 오정아 / 2008 / 리테일 브랜딩의 공간 마케팅 사례에 관한 연구 / 대한인간공학회 학술대회논문집

2. [학술지(정기간행물)] - 최명환 / 2013 / 호텔에 체크인한 디자인 비즈니스 / 월간디자인

3. [기타자료] - 황수영 / 2013 / 팬톤의 50주년 컬러 프로젝트-해외리포트 / DesignDB

4. [단행본] - Barbara Farfan / / Flagship Store Definition - Meaning of the Term Flagshi / Retail Glossary

5. [학술지(정기간행물)] - Bertil Hulten / 2011 / Sensory marketing: the multi-sensory brand-experience concept / European Business Review 23 (3)

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