Table of Contents755653683000 TOC \o "1-3" \h \z \u
Introduction PAGEREF _Toc307834455 \h 3Brand Identity Prism PAGEREF _Toc307834456 \h 4Brand Prism Facets PAGEREF _Toc307834457 \h 41.Physique PAGEREF _Toc307834458 \h 42.Personality PAGEREF _Toc307834459 \h 43.Culture PAGEREF _Toc307834460 \h 44.Relationship PAGEREF _Toc307834461 \h 55.Reflection PAGEREF _Toc307834462 \h 56.Self-image PAGEREF _Toc307834463 \h 6Brand essence PAGEREF _Toc307834464 \h 6Brand Laddering PAGEREF _Toc307834465 \h 7Physical Attribute PAGEREF _Toc307834466 \h 7Objective Benefit PAGEREF _Toc307834467 \h 7Subjective Benefit PAGEREF _Toc307834468 \h 7Values PAGEREF _Toc307834469 \h 7Brand Positioning PAGEREF _Toc307834470 \h 8Conclusion PAGEREF _Toc307834471 \h 8References PAGEREF _Toc307834472 \h 8
IntroductionThe purpose of this report is to develop the brand identity prism for brand Taj Hotels, Resorts and Palaces. This is an attempt to explain the 6 facets of brand prism and the brand essence, for Taj group of hotels and resorts. This report also identifies the current brand positioning of the Taj and identifies the level of positioning as per brand laddering concept.
Brand Identity PrismBrand Prism FacetsPhysiqueUnique set of iconic properties rooted in history and tradition. A collection of outstanding properties with strong heritage as hotels or palaces in India and abroad. The parent Hotel-The Taj Mahal Hotel, Bombay is rated among the 10 best hotels in the world. Taj Hotels Resorts and Palaces comprises 93 hotels in 55 locations across India with an additional 16 international hotels in the Maldives, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East. Besides luxury and premium segments, the group also offers hospitality to mid-market and value segments of the market. Congenial atmosphere of true business hotel coupled with local handicrafts and a special emphasis on cuisine are the hallmarks of the
References: ww.tajhotels.com, accessed on 28th Oct 2011