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  The F. U. N. ブランドから見た 世界と日本のホテル業界 Hotel Branding; Japan vs Global 2016年 4月20日   The F. U. N. ブランドから見た 世界と日本のホテル業界 Hotel Branding; Japan vs Global 2016年 4月20日 Lloyd S. Nakano

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It All Started On the Cattle Range… Marketing 101 Brands meant “ownership” Until Marketers It All Started On the Cattle Range… Marketing 101 Brands meant “ownership” Until Marketers realized the Power of Branding to Consumers Recognition & Loyalty “The Lifetime Guest” Value Enhancement 3 Globalization

The 戦争地 – “Brand” Japan: Tokyo, other prefectures, Sightseeing, Activities, Food, meeting new friends… Discovery! The 戦争地 – “Brand” Japan: Tokyo, other prefectures, Sightseeing, Activities, Food, meeting new friends… Discovery!

Tourism to Japan – Dynamic Growth Tourism to Japan – Dynamic Growth

Introducing Your Unique DNA… Is it expressed in your BRAND? Do YOU represent your Introducing Your Unique DNA… Is it expressed in your BRAND? Do YOU represent your brand? Culture – 文化 Corporate Culture - 企業文化 Corporate I. D. – 企業Logo マーク (印) Organizational Culture – 組織文化 Service “Design” – 独特サービス This is YOU! The world will challenge you to deliver on your Brand promises. You need a Delivery Strategy! • • Customers Employees (Internal Customers) Community Stakeholders 6

l. Why “Brand”? It was reported that 85 percent of business travelers and 76 l. Why “Brand”? It was reported that 85 percent of business travelers and 76 percent of leisure travelers preferred branded hotels over independent properties. Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations. The effects of branding were most noticeable in midmarket and upscale hotels. A hotel’s brand matters in assessing the property’s value • • • Consumers buy brands. They buy premium brands. The best branding today is based on a strong idea. The best brands have remarkable creativity to help break through people’s wall of indifference to create brand heat and product lust. 7

How Does Branding “Work”? MARKET EVOLUTION • New Territory • New Markets • New How Does Branding “Work”? MARKET EVOLUTION • New Territory • New Markets • New Culture • New Application • New Product • New Industry • Growth • Sustainability • Changing Demand • Other DIFFERENTIATION • Competition – – – Destination Product Alternative Price Quality • Awareness – – New Different Branding Familiarity • Globalization – Piracy – Imitation – Opportunity

“Brand”ですか? The Difference between your “Culture” and your I. D. / Logo 貴方は誰ですか? なにをするんですか? “Brand”ですか? The Difference between your “Culture” and your I. D. / Logo 貴方は誰ですか? なにをするんですか? 別に意味を 持たなくても 良いです 存在と理想はもってますか? 私にはどう言う関係ですか? What makes a brand a “Brand? ” 認識できなくても O.K.です! 9

Branding Is the Embodiment of the Company’s Ethos 10 Branding Is the Embodiment of the Company’s Ethos 10

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Organizationwide Consider the “Scale” and “Reach” of Hospitality and Branding today… Not just here Organizationwide Consider the “Scale” and “Reach” of Hospitality and Branding today… Not just here in Japan but increasingly around the world… 12

Introducing Your Unique DNA… Defining your Core Values Are they expressed in your BRAND? Introducing Your Unique DNA… Defining your Core Values Are they expressed in your BRAND? • Values – 価値観 • Vision and Mission • Culture – 企業文化 • C. I. D. – 企業 • Logo マーク (印) • Organization – 組織文化 • Service “Design” – 独特サービス n n n ブランド・マネジメントは、ホテル経営・運営の全活動に関するものです。 ホテルで働くすべての人がブランド意識を共通して、ブランド向上のために働かなければなりません。 経営者において、顧客主導のマネジメントを組み立てていくと必然的にブランド・マネジメントにたどり着きます 13

The essence of any brand is the perceptions that it owns and the promises The essence of any brand is the perceptions that it owns and the promises that it makes. These are defined by three things. Where these three circles overlap is the sweet spot for defining a brand 14

One Example… Take one airline Manufacturer… Boeing The “Boeing” brand is a promise to One Example… Take one airline Manufacturer… Boeing The “Boeing” brand is a promise to their customers! Their customers – the Airline companies around the World share Boeing’s commitments l The reputation for safety and performance are Boeing l The Airlines that fly Boeing share Boeing’s reputation 15

Boeing is “Boeing” – Globally Even weakly-branded customers gain recognition beyond local markets… 16 Boeing is “Boeing” – Globally Even weakly-branded customers gain recognition beyond local markets… 16

Key Trends In Hospitality: • Emerging markets Demographics • Brand • Talent • Technology Key Trends In Hospitality: • Emerging markets Demographics • Brand • Talent • Technology • Sustainability • Crisis Management • • Fact: New Markets Need New Brands 17

What Does This Mean in Hospitality? 18 What Does This Mean in Hospitality? 18

l. Today Over 80% of New Builds In the USA Are Branded 19 Lenders l. Today Over 80% of New Builds In the USA Are Branded 19 Lenders feel more confident with professional Hospitality managers

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Your Corporate Identity Faces Global Competition and needs Global Recognition “Brand” と言う物は“名前”又はLogoだけではない, 存続に不可欠です Your Corporate Identity Faces Global Competition and needs Global Recognition “Brand” と言う物は“名前”又はLogoだけではない, 存続に不可欠です

New Development Funding Depends on the Brand You Choose to Market & Manage the New Development Funding Depends on the Brand You Choose to Market & Manage the Asset 22

What To Do to Compete Successfully? What To Do to Compete Successfully?

ROSEWOOD HOTELS &&RESORTS ROSEWOOD HOTELS RESORTS Vision Statement To fulfill the Dreams of our ROSEWOOD HOTELS &&RESORTS ROSEWOOD HOTELS RESORTS Vision Statement To fulfill the Dreams of our Employees, Guests and Owners. Mission Statement To be Recognized and Respected as the Consummate Operator of Ultra Luxury Hotels in Desirable Destinations throughout the World. Do the right thing!!! Every Manager’s and Staff’s Role To support the operation making the best decisions financial and otherwise for employees, guests and owners. To protect the assets and monitor the compliance to policies and procedures. Active Supporters of the Vision , Core Values and Mission Statement.

The Hotel Seiyo Ginza OCCUPANCY Rosewood contract ended Dec. 2009 ’ 02 World Cup The Hotel Seiyo Ginza OCCUPANCY Rosewood contract ended Dec. 2009 ’ 02 World Cup Soccer Headquarters Hotel undergoes full renovations – Aug ~ Oct. 2001 Rosewood contract effective April 1, 2001

Improvements in Profitability Improvements in Profitability

Rev. PAR Rev. PAR

The 競争地 – Tokyo (Japan), the more things change, the more things stay the same… The 競争地 – Tokyo (Japan), the more things change, the more things stay the same…

The Competition – New and Up and Coming, The Rest of the World 之からもう一つブランド戦争が行う… The Competition – New and Up and Coming, The Rest of the World 之からもう一つブランド戦争が行う…

The Competition – New and Up and Coming, The Rest of the World 之からもう一つブランド戦争が行う… The Competition – New and Up and Coming, The Rest of the World 之からもう一つブランド戦争が行う…