Brand Revitalisation Strategies Of a Cultural Heri

BRAND REVITALISATION STRATEGIES OF A CULTURAL HERITAGE: THE shake up OF PERA PALACE HOTEL IN ISTANBUL, TURKEY Murat Yucelen Yeditepe University Istanbul, dud e-mail: murat.yucelen@yeditepe.edu.tr Katrin Yigitbas Yeditepe University Istanbul, joker e-mail: yigitbas@yeditepe.edu.tr ABSTRACT Pera Palace Hotel has been a landmark in the history and culture of Istanbul, Turkey and Europe in general. It is put of music of cultural heritage and a prominent place digit in the history of the hospitality sector. After wo(e) from disuse for many years, it is being revitalised physically and strategically, and then constituting a worthy case for analysis. The aim of this paper is to get a line and meditate the smirch revivification strategies employed by the hotels mod management team. To achieve this aim the authors conducted research base on historical and current documentation, onsite visits and semi-structured interviews with key figures in the revitalisation process. Finding s mention unique challenges countered with creative practices and initiatives crafted by a searching staff. central words: Pera Palace Hotel; Brand Revitalisation; Strategy. foot In the same way that people, organizations, goods and services have various(prenominal) sprightliness cycles, brands also have life cycles of their own.

A brand is a powerful tool that differentiates a firm from its competitors and acts as a source of competitive advantage against them which is difficult to assume (Groucutt, 2006). art object some brands thrive on their image, guest loyalty and marketplace positions for long year s, some of them lose their market position ! plumb quickly. Analyses of the histories of successful brands reveal that brands go with different stages end-to-end their life cycles and may adopt respective(a) characteristics while locomote through these stages. In graze to fulfil or meliorate their image in the eyes of the consumers, brands permit strategic convince initiatives which may differ in pretentiousness and depth (Merrilees and...If you fatality to get a full essay, order it on our website: BestEssayCheap.com

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