Brand positioning in a new market - BVA BDRC

Brand positioning in a new market

Case study

The context

A global hospitality powerhouse was considering investing in a new Asian market. It needed to gain a deeper understanding of midscale hotel guests in that market, and the competitive landscape, to determine the growth opportunity and shape strategy.

What we did

Online ethnography and focus groups to:

Explore guest behaviours, needs and priorities in the market

Help determine the future guest experience, essential elements of the proposition and any market opportunities

Reveal perceptions of the brand to inform future marketing and the visual identity

How it helped

The work informed the development of a differentiated brand proposition and localised guest experience, ensuring the offering is relevant and attractive within it's setting.

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