This 8 page paper considers the fictitious opening of a new Hotel in Singapore under the Golden Tulip Hotel group brand. Utilizing existing company branding the paper presents a proposal for the way in which the specific hotel will be able to develop its own corporate identity, and discusses the design of the corporate identity kit. The first part of the paper considers the adaptation of the corporate logo, including the importance of design in terms of color, font and image. The larger, second part of the paper discusses the way in which this will be applied throughout the different communication tools. The bibliography cites 3 sources.
Name of Research Paper File: TS14_TEgoldenhot.doc
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any business unit within the organization care has to be given to ensure that it is aligned carefully with the existing image and values incorporated within the image in order
to avoid creating any conflict in the way that the brand is perceived by the target market (Kotler and Keller, 2008). An alternative approach may be to create entirely new
image so that there is no association, but this has a number of disadvantages, including the inability to benefit from the existing brand associations. For the Golden Tulip Group opening
a new hotel in Singapore there will be the need to generate a corporate image for the hotel as soon to facilitate the creation and then maintenance of the image
to help attract business. The Golden Tulip Group has a number of different brands1; each has a unique characteristic and set of offerings, the hotel, which includes a conference
centre, a Chinese restaurant, a French restaurant and a pool bar are suited to the Golden Tulip Hotel brand. The hotel will need to adapt the existing logo so that
the hotel can be seen as part of the same group. The existing logo is used in a number of ways; the core logo is shown below in figure
1, however, it is also used in different formats. The web pages see this core image, but also have the image logo and text in white against grey. In some
areas there is the use of the text only, using the same style font, with the writing in white against gold. Figure 1; Golden Tulip Logo (Goldentulip.com. 2011)
When looking at this logo and how it may be adapted it is important to appreciate the make up of the logo. This can be considered in terms of the
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