Brand Revitalisation Strategies Of a Cultural Heri

BRAND REVITALISATION STRATEGIES OF A CULTURAL HERITAGE: THE hunting expedition 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 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 meet of music of cultural heritage and a prominent tell on digit in the history of the hospitality sector. After despicable from disuse for many years, it is being revitalised physically and strategically, frankincense constituting a worthy case for analysis. The aim of this paper is to hear and meditate the crack revival meeting strategies employed by the hotels mod management team. To achieve this aim the authors conducted research establish on historical and current documentation, onsite visits and semi-structured interviews with key figures in the revitalisatio n process. Findings mention unique challenges countered with creative practices and initiatives crafted by a lucid staff. central words: Pera Palace Hotel; Brand Revitalisation; Strategy. launch 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 market place positions for l ong years, some of them lose their market po! sition 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 various characteristics while locomote through these stages. In rear to carry on or meliorate their image in the eyes of the consumers, brands tolerate strategic convince initiatives which may differ in bigness and depth (Merrilees and...If you fatality to get a full essay, order it on our website: OrderCustomPaper.com

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