title: Ð¡Ð¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ð³Ð¾ÑÑÐµÐ¿ÑÐ¸Ð¸Ð¼ÑÑÐ²Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Â«ÐÑÐ°Ð½Ð´ ÐÑÐµÐ»Ñ ÐÐ¾Ð¹ÐºÐ° 22Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Improving the brand of a hospitality industry enterprise (using the example of "Grand Hotel Moika 22")
Creators: name: ÐÐ°Ð½Ð´Ð·ÑÐº, ÐÐ°Ð¹Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: Ð±ÑÐµÐ½Ð´
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°
Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð°Ñ Ð¸Ð½Ð´ÑÑÑÑÐ¸Ñ
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
ÐºÐ°Ð½Ð°Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
ÑÐ·Ð½Ð°Ð²Ð°ÐµÐ¼Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð°
brand
branding strategy
hotel industry
positioning
target audience
promotion channels
brand awareness

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐµÐ¼Ðµ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð² Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð¾Ð¼ Ð±Ð¸Ð·Ð½ÐµÑÐµ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ.Â  Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð²Â ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ Ð¸ ÐµÐ³Ð¾ ÑÐ¾Ð»Ð¸ Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. 2. ÐÐ½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ Â«ÐÑÐ°Ð½Ð´ ÐÑÐµÐ»Ñ ÐÐ¾Ð¹ÐºÐ° 22Â». 3. ÐÑÑÐ²Ð»ÐµÐ½Ð¸ÐµÂ Ð¾ÑÐ½Ð¾Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸ÑÂ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹Â Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸Â Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°Â Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ Â«ÐÑÐ°Ð½Ð´ ÐÑÐµÐ»Ñ ÐÐ¾Ð¹ÐºÐ° 22Â». 4.Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸ÑÂ Ð±ÑÐµÐ½Ð´Ð° Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ Â«ÐÑÐ°Ð½Ð´ ÐÑÐµÐ»Ñ ÐÐ¾Ð¹ÐºÐ° 22Â». Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð°ÑÑ Ð² ÐÐ±ÑÐµÑÑÐ²Ðµ Ñ Ð¾Ð³ÑÐ°Ð½Ð¸ÑÐµÐ½Ð½Ð¾Ð¹ Ð¾ÑÐ²ÐµÑÑÑÐ²ÐµÐ½Ð½Ð¾ÑÑÑÑ Â«ÐÐ¾Ð¹ÐºÐ° 22Â» Ñ ÑÐµÐ»ÑÑ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð´Ð»Ñ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð² Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸, ÑÑÐµÐ±ÑÑÑÐ¸Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð´Ð¾ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð² ÑÐ°Ð±Ð¾ÑÐµ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ Â«ÐÑÐ°Ð½Ð´ ÐÑÐµÐ»Ñ ÐÐ¾Ð¹ÐºÐ° 22Â». Ð ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ PEST-Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð· Ñ ÑÐµÐ»ÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ Ð²Ð½ÐµÑÐ½Ð¸Ñ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½Ð¸Ñ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð², Ð²Ð»Ð¸ÑÑÑÐ¸Ñ Ð½Ð° Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ. ÐÑÐ¾Ð¼Ðµ ÑÐ¾Ð³Ð¾, Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð±ÑÐµÐ½Ð´Ð° Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ: Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¾ÑÐµÐ»Ñ, ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ð¸ ÐµÑ Ð±Ð¾Ð»Ð¸, ÑÐµÐ½Ð½Ð¾ÑÑÐ¸, Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÑÐ°Ð¹ÑÐ° Ð¸ ÐºÐ°Ð½Ð°Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¾ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¾, ÑÑÐ¾ Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÐµ ÑÐ»ÐµÐ´ÑÐµÑ ÑÐµÑÐ°ÑÑ ÑÐµÐºÑÑÐ¸Ðµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ, Ð²Ð»Ð¸ÑÑÑÐ¸Ðµ Ð½Ð° ÐµÐµ ÑÐµÐ¹ÑÐ¸Ð½Ð³ Ð¸ Ð¾ÑÐ·ÑÐ²Ñ, ÑÐ°ÑÑÐ¸ÑÑÑÑ ÑÐ¸ÑÐ»Ð¾ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð²ÑÐ³Ð¾Ð´Ð½ÑÑ ÑÐ¾ÑÑÑÐ´Ð½Ð¸ÑÐµÑÑÐ² Ð¸ ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð½Ð°Ð´ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸ÐµÐ¼ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÑ Ð¿ÑÐµÐ¸Ð¼ÑÑÐµÑÑÐ². ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð²ÑÑÐ²Ð»ÐµÐ½Ð½ÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼ Ð±ÑÐ» Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼ÐµÑ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð³Ð¾ÑÑÐ¸Ð½Ð¸ÑÑ Â«ÐÑÐ°Ð½Ð´Â  ÐÑÐµÐ»ÑÂ  ÐÐ¾Ð¹ÐºÐ° 22Â», ÐºÐ¾ÑÐ¾ÑÑÐ¹Â  Ð²ÐºÐ»ÑÑÐ°ÐµÑÂ Ð² ÑÐµÐ±Ñ Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ Ð¼ÐµÑÐ°Ð½Ð¸Ðº ÑÐ¾ÑÑÑÐ´Ð½Ð¸ÑÐµÑÑÐ²Ð° Ñ Ð½Ð¾Ð²ÑÐ¼Ð¸ Ð¿Ð°ÑÑÐ½ÑÑÐ°Ð¼Ð¸ Ð¸ ÑÐ°Ð¼Ð¸Ñ Ð¿Ð°ÑÑÐ½ÑÑÐ¾Ð² Ð´Ð»Ñ Ð²ÑÐ³Ð¾Ð´Ð½ÑÑ ÑÐ¾ÑÑÑÐ´Ð½Ð¸ÑÐµÑÑÐ², Ð¿ÑÑÐ¸ ÑÐµÑÐµÐ½Ð¸Ñ ÑÐµÐºÑÑÐ¸Ñ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼ Ð² Ð¾ÑÐµÐ»Ðµ, Ð²Ð»Ð¸ÑÑÑÐ¸Ñ Ð½Ð° Ð¾ÑÐ·ÑÐ²Ñ Ð¸ Ð¸Ð¼Ð¸Ð´Ð¶, Ð° ÑÐ°ÐºÐ¶Ðµ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð´Ð¾Ð¿Ð¾Ð»Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹, ÑÐ¾Ð·Ð´Ð°ÑÑÐ¸Ñ Ð´Ð»Ñ Ð¾ÑÐµÐ»Ñ Ð½Ð¾Ð²ÑÐµ ÑÐ°Ð½ÑÑ Ð¿Ð¾Ð²ÑÑÐ¸ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ.
description: This work is devoted to the topic of branding in the hotel business and the development of a set of measures to improve the brand of a hotel enterprise. The following tasks were solved during the study: 1. Studying the theoretical aspects of forming a set of measures to improve the hotel brand and its role in the marketing strategy of a hotel enterprise 2. Analysis of the marketing strategy and branding strategy of the hotel "Grand Hotel Moika 22" 3. Identifying the basis for forming proposals to improve the branding strategy of the hotel "Grand Hotel Moika 22" 4. Developing recommendations for improving the brand of the hotel "Grand Hotel Moika 22" The work was carried out in Moika 22 Limited Liability Company. The work was carried out with the aim of analyzing the enterprise under study and formulating recommendations for improving the brand of the Grand Hotel Moika 22 hotel. During the work, a PEST analysis and a SWOT analysis were conducted to identify external and internal factors affecting the hotel. In addition, the hotel brand was analyzed: hotel positioning, target audience and its pain points, values, website management and promotion channels. As a result of the study, it was revealed that the hotel should solve current problems affecting its rating and reviews, expand the number of mutually beneficial cooperation and work to increase competitive advantages. Based on the identified problems, a set of measures was proposed to improve the branding strategy of the Grand Hotel Moika 22 hotel, which includes a description of the mechanics of cooperation with new partners and the partners themselves for beneficial cooperation, ways to solve current problems in the hotel affecting reviews and image, as well as a set of additional activities that create new chances for the hotel to increase competitiveness.Â