Brand Semiotic of the Jw Marriott Hotel Marketing

Critical Written Review

Brand Semiotic of the JW Marriott hotel

MARKETING

ADELE DORAN

XIN YU QI

24034780

Marketing is the process of planning and executing the conception. Pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual customer and organizational objectives（Burnett, 2010）. Customers and organizations are the two main parts in the marketing. For organizations, if they want to start create the customer relationships, the ‘recognition’ is the most important step in this process. JW Marriott hotel is the one of most recognized hotel brands with a global reputation for value, service and comfort (Marriott hotel, 2015). In this paper, the current state of brand semiotics will be critiqued and the JW Marriott hotel will be researched to find how this organization uses the brand semiotics to attract their target customers. Also finally the theories of literatures will be comparing with the JW Marriott hotel to make recommendations for their future development.

Brand is the economic value of intangible assets, the use of abstraction, unique, can identify mental concepts to express their differences, thus in the consciousness of people occupy a certain position of comprehensive reflection (Wheeler, 2011). Brand marketing, which is formed through marketed allows customers to the enterprise brand and product of cognitive process, is the enterprise to obtain and maintain competitive advantage, and constantly have to build high quality marketing concept. The highest level of marketing is not set up huge marketing network, USES the brand symbol, but the invisible marketing network building to the social public heart, put the product to the consumer in the heart. Make consumers to recognize the product when choosing a consumption, investors choose to cooperate to recognize when the enterprise (Holt, 2014). Semiotics is very simply the study of signs and systems of representation (Tresidder, 2012). The semiotic value of the brand name, the logo, and other proprietary assets forms the cornerstone of brand equity (Oswald, 2012). Brand is the embodiment of the comprehensive quality of a commodity and representative, when people think of a certain brand and at the same time and will always be associated to the fashion, culture, values, creates the brand enterprise in constantly creating fashion, cultivating culture, as the enterprise to do strongly does, from low value-added to constantly upgrade, high added value to the product development advantage, quality advantage, cultural innovation advantage of high-level transformation (Wheeler, 2011). After the brand culture recognized and accepted by the market, the brand to produce its market value. In marketing and branding, semiotics play a key role in determining the success or failure of any Endeavour (Cooler Insights, 2012). Consumer trust in brands and loyal and believe that the brand will have a good performance, and the brand will be by product of good performance, reasonable price and proper sales action to provide consumers with satisfactory effect. When consumers realize that buy a certain brand can benefit and interests, and as long as did get satisfaction when use the product, consumers are likely to continue buying the brand after the goods. By managing brand semiotics at all stages in the development, execution, and communication of the brand, marketers create a code system that structures the consistent and enduring association of the brand with specific icons, language, and symbols in consumers’ minds. The brand semiotics can influence the sense of customers to affect their behavior (Oswald, 2012).