Методика оценки здоровья корпоративного бренда на рынке гостеприимства

Abstract

The article presents the author's methodology for assessing the health of a corporate brand in the hospitality market, including various factors and components of the developed methodology. The basis of the corporate brand health assessment methodology is the allocation of three main categories of the methodology, such as the quality of knowledge, the pyramid of knowledge and the brand health assessment itself, based on PAR and BAR indicators. The article also reviewed the existing methods of brand health assessment on the market, based on which a proprietary methodology for assessing the health of a corporate brand was developed. Assessing the health of a corporate brand allows a company not only to focus its marketing policy on leaders from the consumer's perspective, but also from the perspective of the organization itself. Brand health assessment allows you to identify the advantages of an enterprise, which is critically important when choosing a place of rest or services for a consumer, since today's consumers are increasingly informed and more demanding of the quality of services provided. Moreover, the hospitality market is saturated with a variety of leisure destinations, therefore, with the help of brand health assessment, it is possible to identify unique competitive advantages, stand out on the market and successfully continue the fight for consumer attention. The importance of assessing the health of a corporate brand is also important for such a target group as the company's employees. Successful enterprises can be attractive to talented personnel, which can have a positive impact on the quality of services provided. The developed methodology for evaluating the corporate brand of an enterprise allows the organization to competently and timely analyze marketing communications, respond to rapidly changing environmental conditions and take timely measures.