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Branding Luxury Hotels Big Visual Data on TripAdvisor

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Answer for the article questions (lesson 10, 31.5.2022)

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Answer for the article questions (lesson 10, 31.5.2022)

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RQ1: How can big data analytics and machine learning algorithms help monitoring social media and understand consumers’ perception of luxury hotels?

support the deep understanding of behaviors and preferences

machine learning algorithms allow capturing, measuring, and analyzing luxury hotel’s attributes as the main drivers of consumers’ evaluation of the hotel experience through the collection and analysis of visual data from TripAdvisor

usage of a machine learning algorithm allows the systematic screening of images

RQ2: How can big data analytics turn into better brand management strategies for luxury hotel managers?

luxury hotel brands might do more to meet consumers expectation in social media, by fo- cusing specifically on image (visual data) analytics

marketers are further advised to include the features that are more able to influence consumers’ perception of the quality of the hotel as: dinner table, bathroom, double bed, washbasin, living room and restaurant.

hotel managers can compare and contrast our results with their actual campaign, to have a preliminary evaluation of the effective match between what consumers stress in their pictures and what managers underline in their marketing campaigns

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Group 1 - The strategies used by brands to avoid counterfeiting?

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Group 1 - The strategies used by brands to avoid counterfeiting?

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Track down the seller and producers and report them to the authorities. The brands are intensively using networks to knock off the counterfeits because it helps them identify the whole network of counterfeits as a whole.

The company registers trademarks when their new products are made, in most jurisdictions possible. This practice can prevent most of the market to counterfeit their products and will make them illegal.

Each product has a unique QR code that proves its authenticity of it.

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1. Counterfeiting can sometimes benefit for luxury brand company as it can be a free marketing tools for the company and exposure for the brand. For example, when someone use the faked item, people will recognize the original brand.
2. Bad reputation for the luxury brand when there is counterfeiting. when someone didn't realize that they use the faked item and turns out it has bad quality compare to the price. They might blame the official brand. Scam also a problem associated with counterfeiting.
3. Register the trademark and educate customers about how to differentiate the authentic and the faked ones.

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Group 1 - Problems associated with counterfeits?

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Group 1 - Problems associated with counterfeits?

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If a company is associated with counterfeiting, there may be legal risks. Because every product has its uniqueness, once a trademark is registered, it means it is protected by law. In addition, often consumers receive poor quality goods at an excessive price and sometimes are exposed to health and safety hazards. Lastly, if a counterfeit luxury product does not work like the original one, it will associate the luxury brand with faulty products in this market, resulting in a lower brand image and a loss of sales.

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1. Sometimes counterfeit can also be a part of the brand strategy to promote the brand name -> for example with Louis Vuitton or Dolce GabanaBad from the point of view of the brand but form the point of view of the people who cannot afford -> damage the brand reputation Free advertising for the brand itself
2. Lost of money -> buying the knockoff product of the brand
Damaging the brand image
Losing track for the
3.Leak out the fake prototype

Example of the cases of the mobile phone -> measurement -> thinking about how the next model would be

For hospitality industry -> hotel focus more about the experience of the customer -> their are specific standards to it

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Group 1 - Is counterfeiting always bad? Justify. 

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Group 1 - Is counterfeiting always bad? Justify. 

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As a client might put it, counterfeiting isn't always bad. Indeed, in certain cases, they compel businesses to enhance quality and innovate in terms of authenticity protection. Furthermore, counterfeits have a large global market since they sell in large quantities to a specific sort of client and employ a large number of people. Nevertheless, the mentioned information is a major source of worry for the BRANDS themselves. Counterfeit products manufacturing and trafficking represent a substantial health and safety risk to consumers in some cases. As a result, the companies face a lot of criticism since that's what the media and high-end clientele are all about.

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Legal Aspects of the Luxury Brand: After reading the article posted on Times do discuss and post your answers to the questions below with more evidence and literature:

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Legal Aspects of the Luxury Brand: After reading the article posted on Times do discuss and post your answers to the questions below with more evidence and literature:

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1.       Is counterfeiting always bad? Justify.

2.       What are the problems associated with counterfeiting?
3.  What are the strategies used by brands to avoid counterfeiting?