Question

Topic: Branding

Rebranding To Avoid Paying Royalties

Posted by Anonymous on 4/23/2010 at 5:46 PM ET 250 Points
Hi
Our hotel group in in thinking of rebranding one hotel from a franchise brand name to a totally new name to avoid Royalty costs. the brand (though its a local brand) has relatively high equity with the hotel winning some international awards and getting rave reviews from the travel trade in the local and international markets. I am developing a paper to "justify" rebranding it to the Board. I intend to do conduct consumer research to gauge perception of the name change and the proposed name in particular.

I would appreciate any pointers on what I should look out for as I develop the paper and conduct the research as well as any key learnings from a similar project!

For what its worth, no chages will be made to the product and new brand colours are similar to the old!
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RESPONSES

  • Posted on 4/23/2010 at 6:12 PM Author
    Thanks Phil
    You are quite right but I guess what I forgot to mention is that the company is also focused on rolling out our own brands, which we have already developed and hope to franchise at some future point in time. The thinking is that we bite the bullet and start debranding some of our hotels so its a strategic move though the consequences could be high like you have corrcetly pointed out.
  • Posted on 4/23/2010 at 6:34 PM Accepted
    If you really want to learn "truth" from the research, you need to have a market research professional design the study, develop the questionnaire, guide recruitment and field work, and analyze results. Your job should be to clearly define the objective and the expected use of results.

    When the question is really important, you run much greater risk trying to do this yourself and perhaps saving a few dollars/euros on the implementation cost than getting a more unbiased and technically accurate answer and using it appropriately to make a smarter decision.

    Let me know if you need a reference for some folks who can do this job. You need to ask the right questions of the right people in the right way. And then you need to conduct the analysis properly and draw appropriate conclusions that are truly supported by the findings.
  • Posted by Jay Hamilton-Roth on 4/24/2010 at 9:52 AM Accepted
    No doubt other hotels have done this in the not-too-distant past. Talk to them. What did they learn? What could you learn from them?
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