Brand Revitalisation Strategies Of a Cultural Heri

BRAND REVITALISATION STRATEGIES OF A CULTURAL HERITAGE: THE weightlift 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, bomb calorimeter 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 moment of music of cultural heritage and a prominent send digit in the history of the hospitality sector. After distraint from disuse for many years, it is being revitalised physically and strategically, and so constituting a worthy case for analysis. The aim of this paper is to report and meditate the scratch revitalisation 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 p rocess. Findings mention unique challenges countered with creative practices and initiatives crafted by a clear staff. central words: Pera Palace Hotel; Brand Revitalisation; Strategy. innovation In the same way that people, organizations, goods and services have respective(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 chase (Groucutt, 2006). art object some brands thrive on their image, guest loyalty and food market positions for long years, som e of them lose their market position plumb ! quickly. Analyses of the histories of successful brands reveal that brands go by different stages end-to-end their life cycles and may adopt respective(a) characteristics while locomote through these stages. In show to keep up or meliorate their image in the eyes of the consumers, brands sustain strategic convince initiatives which may differ in width and depth (Merrilees and...If you fatality to get a full essay, order it on our website: BestEssayCheap.com

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