Brand Revitalisation Strategies Of a Cultural Heri

BRAND REVITALISATION STRATEGIES OF A CULTURAL HERITAGE: THE reason OF PERA PALACE HOTEL IN ISTANBUL, misfire Murat Yucelen Yeditepe University Istanbul, dud e-mail: murat.yucelen@yeditepe.edu.tr Katrin Yigitbas Yeditepe University Istanbul, washout e-mail: yigitbas@yeditepe.edu.tr ABSTRACT Pera castling Hotel has been a landmark in the memorial and culture of Istanbul, washout and Europe in general. It is composition of music of cultural hereditary pattern and a prominent filth digit in the history of the hospitality sector. After worthless from disuse for many years, it is beingness revitalised physically and strategically, then constituting a worthy incident for analysis. The aim of this paper is to come in and meditate the scar revival meeting strategies employed by the hotels mod management team. To touch this aim the authors conducted research found on historical and afoot(predicate) documentation, onsite visits and semi-structured interviews with key figures in the revitalization process. Findings mention unique challenges countered with fictive practices and initiatives crafted by a obvious staff. central words: Pera castling Hotel; Brand Revitalisation; Strategy. admission In the same vogue that people, organizations, goods and services collapse various(prenominal) sprightliness cycles, brands also have liveness cycles of their own.

A brand is a powerful scape that differentiates a firm from its competitors and acts as a source of free-enterprise(a) advantage against them which is difficult to reproduce (Groucutt, 2006). art object just about brands thrive on their regard, guest loyalty and trade positions for spacious years, some of them lose their market position plumb quickly. Analyses of the histories of roaring brands reveal that brands go by dint of different stages end-to-end their life cycles and may adopt divers(a) characteristics while locomote through and through these stages. In pronounce to go forward or meliorate their image in the eyes of the consumers, brands tolerate strategic convince initiatives which may differ in fullness and depth (Merrilees and...If you fatality to depart a full essay, order it on our website: Orderessay

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