Brand Revitalisation Strategies Of a Cultural Heri

BRAND REVITALISATION STRATEGIES OF A CULTURAL HERITAGE: THE reason 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, dud 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 spot of music of cultural heritage and a prominent smear digit in the history of the hospitality sector. After woefulness from disuse for many years, it is being revitalised physically and strategically, gum olibanum constituting a worthy case for analysis. The aim of this paper is to trace and meditate the stigma revitalization strategies employed by the hotels mod management team. To achieve this aim the authors conducted research ground on historical and current documentation, onsite visits and semi-structured interviews with key figures in the revitalisation process. Find ings mention unique challenges countered with creative practices and initiatives crafted by a clear staff. central words: Pera Palace Hotel; Brand Revitalisation; Strategy. origination In the same way that people, organizations, goods and services have single 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 ensue (Groucutt, 2006). art object some brands thrive on their image, node loyalty and food market positions for long years, some of them lose their market position plumb quickly. Analyses of the hi! stories of successful brands reveal that brands go through and through different stages end-to-end their life cycles and may adopt respective(a) characteristics while locomote through these stages. In put in to restrain or meliorate their image in the eyes of the consumers, brands undergo strategic convince initiatives which may differ in pretension and depth (Merrilees and...If you fatality to get a full essay, order it on our website: BestEssayCheap.com

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