From blueprint to implementation : Communicating corporate identity for the hotel industry

Purpose – In recent years, the field of corporate identity management has grown substantially in importance in the hospitality industry. Managers of hotels have become increasingly interested in learning methods that have been successful in communicating a new corporate identity. The purpose of this case study is to document the design and implementation of new corporate identity communication process. Design/methodology/approach – This article describes a holistic process of designing a new corporate identity for a leading hotel management group, with a focus on implementation of its corporate communication process. Findings – The case study described here suggests that corporate identity communication occurs at four levels – internal and external, formal and informal – and provides a strategic framework for any hotel chain management in implementing a new corporate identity. Originality/value – This case study adds a new element to the process of communicating image/identity to internal and external stakeholders in the hospitality industry.