Join Ron Swidler and learn from leading US experts on how to shape hospitality brands and win market share!

Branding for hospitality has become increasingly important to remain competitive. Brands with clarity of vision and unique experiences will continue to outperform those without them. In this course, Ron Swidler with his passion for pioneering ideas and new approaches to hospitality design, he delivers to you more than two decades of experience to The Gettys Group as Principal in charge of branding.

Ron is frequently asked to speak at global industry events and has been quoted in numerous publications featuring his hospitality, design, and branding expertise. Ron holds a B.Sc. in Interior Design from the University of Illinois. He is the main catalyst of the spectacular innovation project ‘The Hotel of Tomorrow’.

Course instructor: Ron Swidler, Chief Innovation Officer, The Gettys Group Companies, Chicago, Illinois

Course mode: Self-study

Course material: over 3,5h of video, 8 assignments, 7 quizzes, Hospitality Brand Design Handbook, additional reading, estimated total study time 135 hours

Course overview

Great branding matters whether you are a start-up or a legacy business. Creating successful brands follows a process that is part art and part science. Learn the value of branding and how it is researched, shaped and executed at successful hospitality brands around the world. The process of branding is a collaborative, multi-faceted process led by a team of right-brain (creatives) and left-brain (pragmatists) thinkers.

This course is highly valuable to a number of audiences: advanced university students of marketing and brand management, middle and senior managers in the hospitality and service sector aiming to create or strengthen the company brand, and for parties dealing with increasing long-term company value through strategic brand design.

You will learn how to move through the research and strategy phases through the creative process to arrive at a brand that is distinctive and desirable. This course helps you understand the process and deliverables, then offers templates and exercises for you to build your own hospitality brand. The participants are expected to watch all the video content under each module, acquaint themselves with additional materials provided, and then take the quizzes. The quiz can be taken 3 times and we recommend that participants watch the videos and practise until they feel they master the topic.

Course objectives

• what hospitality branding is today?
• lessons learned from actual hotel and restaurant case studies.
• how brand creation differs from one-off and prototype brands.
• how to conduct research, move through the creative process and document your brand.

After completing the course, the participant:

• is familiar with the concept of branding
• understands the importance of differentiation via brand design
• is able to use the current tools of branding
• is able to evaluate brand work and its role in the success of any service company

Skills

After completing the course, the participant:

• Understands branding and how it contributes to the success of every business
• Understands how branding is done and who makes it happen
• Uses major branding tools with ease

Course outline

Module 1 – What is branding?

1. What is branding for hospitality?
2. Why great branding matters.
3. Different types of branding.
4. The importance of good branding.
5. Brand foundations, pillars, promises and pull-through.
6. How brand quality and offerings match.

Module 2 – Branding, Design and Service: Overview

1.  Who does branding?
2. What skills are required?
3. Who are the other project stakeholders and what is their role?
4. How do they work together through the branding process?
5. How does a brand come to life?

Module 3 – Brand Design Process Overview

1. The Four Phases of Brand Design

2. The Steps and Durations

• • Research and Strategy
  • Brand Development
  • Design Direction
  • Implementation

Module 4 – Case Study: Reverb by Hard Rock

1. Brand Concept

2. Market Research and Strategy

3. Brand Architecture

4. Brand Aesthetic/Design Intent

5. Brand Overview/Development Guide

Module 5 – Research and Strategy

Case Study: Motto by Hilton, Indianapolis, Indiana, USA

Module 6 – Brand Development

Case Study: Motto by Hilton, Indianapolis, Indiana, USA

Module 7 – Implementation

Case Study: The Farnam, Autograph Collection, Omaha, Nebraska, USA

Why start studying now?

Branding clarifies what you are offering, and for whom. Branding makes your company distinctive, different and desirable. It reveals a unique story and clarifies your company values for internal team members, not just guests or customers. All in all, brand creates value. Understanding this and making it work for you are essential skills in running any business. The course will open doors to new responsibilities and facilitate your journey from one position to the next. Do not waste a minute – start your new branding expert career today!

How do I purchase the course?

You may buy the course by adding it to the shopping cart on this page. You can pay with a credit card, bank transfer, or in company purchases request for an invoice. You will receive an e-mail confirmation on your order. It contains all relevant data on your purchase. If you’re ordering the course for multiple users, you will be contacted after your purchase. Credentials to each user will be sent via personal email after verification of your payment. If you make a company purchase and wish to be billed, you will be contacted. You will receive your credentials to use the course upon payment of the bill. If you have any questions or inquiries, please contact us at online@haaga-helia.fi.

How do I get access to the materials and for how long do I have to finish the course?

After we have verified your payment, you will be sent credentials for the log-in to the learning environment, where you will conduct your studies. In the learning environment, you will find all your study materials, which are available for you for 12 months. You may study at your own pace and return to study materials at any time you wish.

Welcome to the course!

Meet your course instructor