Branding strategy Brand equity Brand history, elements, promise and values Brand matrix

1. Margaux Ronfaut
Strategic brand management – Case study of Relais and Châteaux

2. Relais and Châteaux - Introduction
Source: Brand Book and Press kits

4. Relais and Châteaux –
Brand story

5. Relais and Châteaux – Key figures

6. Relais and Châteaux – Brand’s elements - Slogans

7. Relais and Châteaux – Guide

8. Relais and Châteaux – Logo

9. Relais and Châteaux – Logo

10. Relais and Châteaux – Other elements

11. Relais and Châteaux – Colors & Photography

12. Relais and Châteaux – Online brand elements

13. Relais and Châteaux – Brand’s promise

14. Relais and Chateaux – Graphic guidelines

17. Relais and Châteaux – Brand’s position relative to rivals

18. Return on Investment -Feedback of two new members (2010)
“Also thanks to our membership with Relais & Châteaux our occupancy has increased by 50%
compared to summer last year.”Hertelendy Kastely - Hungary
“More than US$1.9 million revenue after only 6 months in the CRS”Hotel Raphaël - Rome , Italy
Figures from two North American members
$2.1 million revenue for fiscal year 2010 -Wedgwood Hotel and Spa - Vancouver, Canada
$2.25 million revenue Auberge St Antoine - Québec, Canada

19. Relais and Châteaux – Increasing brand’s awareness
Marketing investment: CONSISTENCY
Delivering the right message
Consumer multiplier: New channels of distribution
Increasing Market share

20. Relais and Châteaux – Strenghtening Events - Promotion actions

21. Relais and Châteaux – Maintaining brand’s awareness – Optimizing Revenue
R&C « Reservations »
and R&C « Certificates » generate for 2013:
-AU$ 112.71 million for 400 properties
-AU$ 281 775 per property.
-AU$ 23 482 monthly

22. Thank you
Q&A