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    CORPORATE SYSTEM OF HOTEL SERVICES PROMOTION BY RADISSON BLU
    (KNUTE, 2020) Ramik Anna
    In the hotel business, there are about 150 names of hotel operators or brands of hotel chains. Indeed, over the past hundred years, branding has become a very important part of the hotel industry. But only a few hotel brands made it to the list of the world's 100 most popular brands. And as a result of the expansion of the hospitality industry over the past years, many travel destinations have enriched their potential precisely with the presence of these highly reputable hotel brands. In the context of the current state of the hospitality services market, the content of the concept of "competitiveness" is changing, today it implies not only a special approach to the formation of pricing policy, but a whole range of measures aimed at improving the quality of services, developing the company's image, strengthening its own trademark (brand), using customer-oriented approach to customer service. All this makes the brand an effective tool for business development. The key goal of creating an effective brand is to achieve long-term competitive advantages in promoting a product or service in the market. Currently, many hospitality enterprises are faced with the fact that competitors are trying in their services to reproduce the qualities and characteristics of the best hotel chains - world leaders, which inevitably leads to a great similarity of the offered hotel service s and to some extent complicates the choice of consumers. A brand in the classical sense is an image in the perception of the consumer, a set of impressions and associations, it is this image that allows the consumer to distinguish and choose one or anothe r product or service. In turn, this process is defined in special marketing terminology as branding. Branding refers to the process of brand management, including brand creation, brand promotion to the market, and brand adaptation to changing conditions o f the external and internal environment. The value of a hotel brand is often distinguished by its tangible and intangible value. Brand intangible value usually includes those aspects that are most obvious to the consumer, but which are much more difficult to assess in specific amounts. The best example of this is the name and brand image. On the other hand, tangible characteristics are those specific brand components that can be 8 precisely defined, measured, and thus evaluated. These include marketing and sa les infrastructure, strategic alliances, and loyalty programs, components that either have specific value or generate cash flows for the hospitality industry. Every day, independent hotel owners find it harder and harder to compete with large hotel chains to win and retain customers. Independent hotel owners face increasing challenges with personnel management, supplier contracts, and new challenges in a competitive environment — especially technological innovation that is becoming part of a hotel brand’s product offering. Independent hotel owners are increasingly recognizing that their hotel's performance could be greatly improved if it operated under the name and management of an internationally renowned brand. Moreover, many studies confirm that hoteliers are becoming convinced that by building their own local hotel brand, they are unlikely to be on a par with the most respected hotel managers who are the dominant players on the global stage. Because building a brand is not only about creating a genuine brand image. Indeed, in reality, the company's prestige is the result of serious and continuous operational improvements over the years, which are reflected in the quality of the product or service and its recognition. Each hotel strives to create a strong brand in its activities, while it must provide a link to every aspect of the enterprise -customer relationship in order to create a long-term relationship between the consumer and the hotel brand. A long -term relationship between the consumer and the brand, based on respect and trust, fosters a sustainable consumer preference for the hotel and its services. Consequently, the formation and management of brands in the hospitality industry is based on a process aimed at creating an atmosphere of consumer loyal ty. The relationship between a brand and a customer can also be based on the value proposition of the service itself. Many relationships between a brand and customers arise when the brand is viewed more in relation to the organization itself than to its products and services. In hospitality marketing, the quality and completeness of services directly depends on the position of the hotel company, therefore, the key point of branding is a hotel that can offer quality services. Purpose of research. The purpose of the study is to develop theoretical and methodological regulations and proposals for the formation of the corporate brand system of the Radisson hotel chain and the introduction of new concepts in the principles of hotel positioning, as well as new approaches to creating and improving the corporate brand system, taking into account new trends and research. The object of research is theoretical, methodological and practical aspect of corporate brand structure in hotel business. The subject of research is exploration of theoretical provisions, methodological framework for the formation of the corporate brand system, its components, the impact on the marketing component, consumers and effective use and positioning of the brand in the proper market system of hotel services. Also development and implementation of new aspects of the «Radisson Blu» corporate brand. Methods of research. Various research methods are used, including classification, analysis, structuring and synthesis of information and data. Also analysis of brand indicators, its parts, structuring and analysis of cream components of the brand. The third part of the work uses the method of focus group interviews, analysis and organization of these answers.