The Implementation of the Solo Brand in Case of the Solo Sokos Hotel Tammer

Abstract

Branding is a very important means to differentiate the company’s own services from those of the competitors. A company that is in possession of a strong brand holds a fun-damental advantage. The aim of this bachelor’s thesis was to study and evaluate the Solo branding concept of the Solo Sokos Hotel Tammer and its implementation. The objective of this research was to provide the company with a current insight on the em-ployees’ and guests’ opinions on the implementation of the Solo brand and offer sug-gestions for possible improvements.

The theoretical framework of this thesis consisted of brand and branding, marketing communications and service quality. In addition, the brand´s internal marketing com-munications handbook was described and utilised. To respect the privacy of Solo Sokos Hotel Tammer, the handbook can be found in the appendices.

The research method of this thesis is quantitative. Structured interviews and a question-naire survey were conducted. To process and analyse the data statistical software was utilised.

In the employees’ and customers’ view, the implementation of the Solo brand at the Solo Sokos Hotel Tammer has been successful. The results showed that the guidelines of the brand were reflected in the service provided at the hotel. However, the brand was not known very well among the guests. The internal marketing communications were effective whereas the external marketing communications could be improved to strengthen awareness and knowledge of the Solo brand.

To assure a strong brand in the future, further research on the external marketing com-munications should be conducted. It is of great importance to conduct research on the implementation of the brand on a regular basis to ensure the particular level of service quality at all times.

Key words: brand, branding, marketing communications, service quality