Redesign of the conceptual bases of the Club Amigo brand

Abstract

In today's globalized economy it is essential to differentiate your own products from those of your competition. For this, it is essential to have a brand that has distinctive capacity, and that provides value to the client and the hospitality industry is no stranger to this. In Cuba, the main objective of brand creation is to homogenize the quality and service standards in the hotels of the different chains, leaving aside the need to measure how distinctive the brand is in the market to guarantee a good positioning. For this reason, redesigning the conceptual bases of the Club Amigo brand of the Cubanacan Hotel Group to differentiate it in the market is the fundamental objective of this research. And for this purpose, the study was carried out in one of the hotels that comprise it, using different research methods and techniques that allowed determining the attributes and benefits that would favor the redesign, such as analysis and synthesis, induction/deduction, the historical-logical, the bibliographic and documentary review, as well as the survey, the Positioning Map, the evaluation matrix and hierarchy of attributes, and the Expert Criterion. In addition, statistical-mathematical techniques such as sampling, Cronbach's Alpha, frequency analysis, the coefficient of expertise, and the Kendall coefficient were used. The results obtained made it possible to redesign the conceptualization of the Club Amigo brand in such a way that it can be identified by customers who choose it and that it differs from other brands.