HOSPITALITY BRANDING
MANDARIN ORIENTAL: BRANDING IN ACTION
How do Mandarin Oriental take their brand to the next level? Where can there branding be found?...
Mandarin Oriental use several mediums in each of their hotels to ensure there branding is clear, and can be seen. This is said to be done for brand perception reasons, allowing guests to easily match the idea of the luxury they are experiencing to the brand. This is done plainly and simply so that the brand can generate reurn sales, and potentially a form of word of mouth marketing.
Some of the branding found in Mandarin Oriental can be subtle, whilst others can stand out a lot. But exactly where can they be found?
Signage/Exterior Logos
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Large plaques can be found on the outside of all Mandarin Oriental hotels with the company logo and the hotel name in large, bold text. This allows the hotel's branding to easily be identified to a specific property when people pass by or look towards the building.
Hotel Keys/Keycards
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Upon arrival at all Mandarin Oriental Hotels, hotel guests will be provided with access keys or keycardas to enter their rooms. More often than not, these keys or keycards will be individually branded to the specific city or hotel. The keycard will also have the groups branding clearly marked to maintain general brand perception from guests.
Dining Room Branding
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Branding is also available in Mandarin Oriental's hotels and bars. Small branding items such as napkins or plates with logos can go a long way with allowing guests to directlty associate their meal or drink to the hotel group, benefiting the overall perception of the brand (in most cases).
Letters/Cards
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When Mandarin Oriental hotels need to provide written information to their guests, they may send a letter with an embossed Mandarin Oriental Logo letterhead. This is to act as a form of professionalism and formality, much like other businesses in different sectors, but to also act as a luxury, making the guest feel more special.
Those guests who are VIPs or may be visiting one of the properties on a special occasion may recieve a specially branded card from either the concierge, front officer or from one of the hotel managers.
Packaging
When purchasing something from a cake shop at one of the Mandarin Oriental properties, you may be fortunate enough to experience the esqusite design of not just the confectionary, but also the packaging with exceptional branding. The branding on these boxes very much reflect the design style of the hotels, simple yet elegent.
Moments of Delight
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Although the Moments of Delight is Mandarin Oriental's primary promotional video, at Mandarin Oriental properties, it acts more of a branding tool. During turndown service during the evening in all hotels, it is a procedure for house keeping to turn on the TV to display this video on loop for when the guests return. The video catches the exact brand definition of the group in one video and shows aspects of all their properties.