Rebranding in service companies a&o Hostels case

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dc.contributor.advisor Vescovi, Tiziano it_IT
dc.contributor.author Bonotto, Corinna <1992> it_IT
dc.date.accessioned 2019-02-18 it_IT
dc.date.accessioned 2019-06-11T08:41:09Z
dc.date.available 2019-06-11T08:41:09Z
dc.date.issued 2019-03-07 it_IT
dc.identifier.uri http://hdl.handle.net/10579/14324
dc.description.abstract Mergers and acquisitions as well as the want to enter in new markets, if well projected, usually lead to the rebranding process. The whole company organization lives a turning point. A change in name, as useful as dangerous, is a process that allows the company to change consumers’ perceptions about the company, deleting all the previous connections with the older name. The repositioning strategy, accordingly, aims to make people positively thinking about the brand; their “top of mind” brand associations should mirror as homogeneously as possible a positive image of the company. In service companies, employees play an essential role: by interacting directly with customers, they have to convey exactly the core values of the brand identity; a brand mantra, with few words, may remind to all stakeholders what the company believes in. In the hospitality industry, in particular, the relationship between corporate brand, clients and workers is fundamental. The a&o Hostels case presents an overview on the main changes a service corporate brand lives. Rebranding in the accommodation/hospitality industry is a very delicate phase, and the brand image plays consequently a powerful role. Rebranding is hence an opportunity to exploit if the brand identity remains coherent to its core values and enough brave to navigate towards the unknown world of innovation. it_IT
dc.language.iso en it_IT
dc.publisher Università Ca' Foscari Venezia it_IT
dc.rights © Corinna Bonotto, 2019 it_IT
dc.title Rebranding in service companies a&o Hostels case it_IT
dc.title.alternative REBRANDING IN SERVICE COMPANIES a&o HOSTELS CASE it_IT
dc.type Bachelor Thesis it_IT
dc.degree.name Marketing e comunicazione it_IT
dc.degree.level Laurea magistrale it_IT
dc.degree.grantor Dipartimento di Management it_IT
dc.description.academicyear 2017/2018, sessione straordinaria it_IT
dc.rights.accessrights openAccess it_IT
dc.thesis.matricno 839448 it_IT
dc.subject.miur SECS-P/08 ECONOMIA E GESTIONE DELLE IMPRESE it_IT
dc.description.note it_IT
dc.degree.discipline it_IT
dc.contributor.co-advisor it_IT
dc.date.embargoend it_IT
dc.provenance.upload Corinna Bonotto (839448@stud.unive.it), 2019-02-18 it_IT
dc.provenance.plagiarycheck Tiziano Vescovi (vescovi@unive.it), 2019-03-04 it_IT


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