Brand (re)positioning for evolving customers

A legacy luxury chain hotel brand sought to remain current with travelers' expectations. There was a question internally whether the brand had lost touch with consumers and losing ground to upstarts in the category.

ACRC developed a brand health and equity tracking study to inform brand stakeholders of consumers' point-in-time evaluation of the brand and its competitive set. Elements of brand development, momentum, equities and performance were measured on a core set of 30 brands and extrapolated to a category read of nearly 60 brands.

The research identified unmet consumer needs that the brand was uniquely poised to fill. Those results are trended on an annual basis and progress is monitored on a global level.

Through socialization from the top-down, each region's marketing team was able to evaluate and monitor their brand power and ranking in the competitive set.