B Analysing logos
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Assignments
Name of assignment
Analysing logos. In the past, many other management teams have taken over the Emerald Forest Hotel. On the pages earlier concepts 1 and earlier concepts 2 you will find an overview.
Situation
Many proposals have been made in recent years to give the hotel a new hotel name and logo. The Bergman family was not always too enthusiastic about the choices. It is difficult to assess how a new name, team and logo will be perceived by the stakeholders and especially for being an international hotel with two important target groups: leisure and business. Jill Jandal, on behalf of the family, asks your opinion about this.
Goal
Your team has created a new hotel name and logo, but the aim of this assignment is to learn of other proposals from previous teams. Having this knowledge, the communication and marketing of the hotel can be improved and mistakes can be prevented.
Task, deliverable
Have a look at the earlier concepts 1 and earlier concepts 2. We would like you to find cultural differences, which may influence the performance of your hotel.
- Choose two team photos which you think are not suitable for a hotel management team and explain why.
- Choose two logos which you think are not suitable for a hotel and explain why.
- Choose two hotel names which you think are not suitable for a hotel and explain why.
- Choose a theory to support your opinions and make very clear what the (negative) impact could be on the hotel if it would have chosen these logos and names. Of course, you are not aware of the strategy behind the presented concepts, but look to the concepts from the perspective of stakeholders and customers.
Assessed elements
- Has the cultural perspective been made clear enough in the analysis?
- Are the possible negative consequences for the hotel clear if it would have chosen these logos and names?
- Is the chosen theory feasible and correct?
- Are all the sources accounted for?
Additional information
- Logo
- House style and identity
- Ethnocentric
- Cultural awareness in hospitality
- Diversity
- Design and culture
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