Brand Performance Audit
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Brand Performance Audit

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A brand performance audit comparing the established brand The Ascott Group to Airbnb within the serviced apartment industry.

A brand performance audit comparing the established brand The Ascott Group to Airbnb within the serviced apartment industry.

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  • 1. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance AuditService Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit V S Brand Performance Audit 1 The Ascott Group Airbnb ESTABLISHED BRAND CHALLENGER BRAND NATHAN McKINLEY NASH
  • 2. Table of Contents Brand Performance Audit iService Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit 1 2 3 i...........................................................................................................................................................Table of Contents ii-vi...........................................................................................................................................................Tools/Methods 1.......................................................................................................................Established Brand vs Challenger Brand 2.........................................................................................................................................................The Ascott Limited 3................................................................................................................................................................Brand Identity 4...........................................................................................................................................................Value Proposition 5..................................................................................................................................................................Position Map 6.....................................................................................................................................................................Moodboard 7..........................................................................................................................................High Level Ideas & Concepts 8............................................................................................................................................................................Airbnb 9................................................................................................................................................................Brand Identity 10..........................................................................................................................................................Value Proposition 11................................................................................................................................................................Position Map 12...................................................................................................................................................................Moodboard 13........................................................................................................................................High Level Ideas & Concepts Brand Performance Audit By using a powerful set of methodologies it is possible to quickly capture the image of the brand and weigh out how it compares against its respec- tive competitors within either the same service sector or a completely dif- ferent one. After a brief introduction to the tools and methods we’ll take a walk through the different aspects of our established and challenger brands covering everything from the brand identity to a sample of the high level ideas generated during the research.
  • 3. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Ux MethodsUx Methods ii
  • 4. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Ux MethodsUx Methods Desired BRAND IDENTITY according to senior management. iii
  • 5. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Ux MethodsUx Methods The VALUE PROPOSITION is the promise of the value delivered by the service. iv
  • 6. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Ux MethodsUx Methods The POSITION MAP is a way to quick- ly gauge how you perform against your competitors based on the markets con- cieved perception of your services. v
  • 7. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Ux MethodsUx Methods MOODBOARDS help us visualize the values and more potently the tangible and intangible benefits and features of a brand. vi
  • 8. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit NAICS CODE NAICS CODE 0Service Design 724 Winter 2014 | Professor R. Bau | Serviced Apart’hotels Brand Audit 1Service Design 724 Winter 2014 | Professor R. Bau | Serviced Apart’hotels Brand Audit Established brand Challenger brand Airbnb is a website for people to rent out lodging, in- cluding private rooms, entire apartments, castles, boats, manors, tree houses, tipis, igloos, private is- lands and other properties. It has over 500,000 listings in 33,000 cities and 192 countries. Founded in August 2008 and headquartered in San Francisco, the compa- ny is privately owned and operated by Airbnb, Inc. The Ascott Limited is the world’s largest international serviced residence owner-operator with over 22,000 operating serviced residence units in key cities of Asia Pacific, Europe and the Gulf region, as well as over 10,000 units which are under development, making a total of more than 33,000 units in over more than 200 properties. Its portfolio spans over 82 cities across more than 20 countries. http://en.wikipedia.org/wiki/Airbnbhttp://en.wikipedia.org/wiki/The_Ascott_Limited Apartment hotel rental or leasing 531110 Software publishers 511210
  • 9. Brand identity Value proposition Position map Moodboard 2Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Brand Identity The Ascott Ltd. Apartment hotel rental or leasing 531110
  • 10. Brand identity The Ascott Ltd. 3Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Brand identity HERITAGE I come from a need to provide busi- ness travelers with long term housing PERSONALITY I am nurturing, empathetic and un- derstanding of your needs OFFERING I provide highly personalised service and furnished residences VISION I want to be first in everything to set benchmarks where none existed and to always raise the bar MISSION I want my guests to experience the freedom and familiarity of home so they can live life to the fullest AUDIENCE My audience is business travelers and their families BENEFITS I provide you with the comforts of home and service that supports your lifestyle VALUES & BELIEFS I strive for excellence, relentlessly inno- vate and hold integrity with high regard
  • 11. Value proposition The Asctott Ltd. 4Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit We are the worlds largest, internationally-branded serviced apartment operator. To get here, we had to claim spaces where no one else had before and set benchmarks where none had previously existed. Our service is for the dedicated business travelers working late into the nighttime. All around the world in 55 cities and 23 countries. To contribute to the well-being and success of peo- ple who live and work away from home. In an era where globalisation requires business-people and their families to work & live in a foreign country. what how to whom where why when
  • 12. Position map The Ascott Ltd. 5Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Very User-friendly Not Cool Very Cool Not User-friendly The Ascott Ltd. Airbnb
  • 13. Moodboard The Ascott Ltd. 6Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
  • 14. 7Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit High level ideas/concepts Expand brand horizontally by creating an apart’ho- tel chain with a low cost nightly rate. This would attract the solo traveler market segment whereas they would normally be inclined to stay at a hostel. Increase customer en- gagement across multiple touchpoints particularly digital but with an em- phasis on branded human interactions. Think ‘small town feeling’. Make the manager more visible. Apart’hotel guests should have more access to the manager and staff of the building. Make apart’hotel building more sustainable. Increase cooking staff so there can be room service.
  • 15. Brand identity Value proposition Position map Moodboard 8Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Brand Identity Airbnb Software publishers 511210
  • 16. Brand identity Airbnb 9Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Brand identity HERITAGE I was born during a time of need and a night of renting out an air mattress PERSONALITY I’m a new type of community market- place for travel accommodations OFFERING I help people realise their dream of travel by p ing accommodations around the world VISION I want to bring memorable local expe- riences for my truly global community MISSION I exist to grow so I can support and champion my community AUDIENCE I do this for a global community of travel- ers and hosts BENEFITS I help people monetize their extra space and tear down the walls which prevent some from travelling VALUES & BELIEFS I believe in tearing down walls, real- izing dreams, making every moment memorable and changing the lives of my customers
  • 17. Value proposition Airbnb 10Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world. by growing as a company to support and champion our truly global community. For the audacious traveler who desires an alterna- tive to hotels and resorts. Serving you at 300,000 listings all across the world in every biome imagineable. So that we can help you create local experiences no matter where in the world you are. You desire a to travel with with a bit of spontaneity. what how to whom where why when
  • 18. Position map Airbnb 11Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Very User-friendly Not Cool Very Cool Not User-friendly The Ascott Ltd. Airbnb
  • 19. Moodboard Airbnb 12Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
  • 20. 13Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit High level ideas/concepts Partner with a local maid- service to provide cleaning services to hosts in popu- lar cities. Add a new concierge ser- vice network that can take requests such as purchas- ing toilitries or picking up your drycleaning. Provide hosts with compli- mentary packages to give to their guests. Add car pick-up/dropoff service to the booking process. Partner with local cater- ers in popular locations to provide roomservice to hosts who do not other- wise include meals as a part of their guests expe- rience.
  • 21. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit Thank You Nathan McKinley Nash 651.307.9815 http://nathan.mn mcknathannash@gmail.com