BRAND POSITIONING STRATEGY DEVELOPMENT FOR THE PAPANDAYAN HOTEL BANDUNG

• Main Author: OCTAVIONA 29115095, MIRANTI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28936
• Institution: Institut Teknologi Bandung

The Papandayan is one of the long standing hotels in Bandung City, and based on pre-survey research enough to illustrate that the public brand awareness of The Papandayan is good enough. But here's where to note that although a brand already has a good level of awareness, not necessarily the brand becomes the first choice for the public or in other words not have a good positioning in the minds of consumers. Therefore, this study aims to develop the brand positioning strategy of The Papandayan for The Papandayan able to maintain its competitiveness in the midst of many emerging new hotels in the city of Bandung <br /> <br /> <br /> The research method used is qualitative with data collection using interview, and also direct observation. Researchers use the theoretical framework from Ghodeswar to know the Papandayan's current positioning so that it can be proposed several new strategies. Problem solving is done by looking at the existing condition of The Papandayan's brand positioning strategy, then a new strategy is proposed so that the brand positioning becomes more effective <br /> <br /> <br /> The research results show that to build a good brand positioning, The Papandayan must pay attention to several things such as communicating the brand well to the public, then show a good brand performance and maintain the optimal brand equity in the eyes of the public so that eventually the Papandayan could be the first choice for tourists who visit the city of Bandung. As for some solutions that can be proposed, among others, by utilizing the cooperation with several travel agents both online and offline, as well as holding various offline activities that are expected to form a certain positioning and increase the public desire to stay at The Papandayan or use the existing facilities at The Papandayan <br /> <br /> <br />