A brand performance audit comparing the established brand The Ascott Group to Airbnb within the serviced apartment industry.

1. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance AuditService Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
V
S
Brand Performance
Audit 1
The Ascott Group Airbnb
ESTABLISHED BRAND CHALLENGER BRAND
NATHAN McKINLEY NASH

2. Table of Contents
Brand Performance Audit
iService Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
1
2
3
i...........................................................................................................................................................Table of Contents
ii-vi...........................................................................................................................................................Tools/Methods
1.......................................................................................................................Established Brand vs Challenger Brand
2.........................................................................................................................................................The Ascott Limited
3................................................................................................................................................................Brand Identity
4...........................................................................................................................................................Value Proposition
5..................................................................................................................................................................Position Map
6.....................................................................................................................................................................Moodboard
7..........................................................................................................................................High Level Ideas & Concepts
8............................................................................................................................................................................Airbnb
9................................................................................................................................................................Brand Identity
10..........................................................................................................................................................Value Proposition
11................................................................................................................................................................Position Map
12...................................................................................................................................................................Moodboard
13........................................................................................................................................High Level Ideas & Concepts
Brand Performance Audit
By using a powerful set of methodologies it is possible to quickly capture
the image of the brand and weigh out how it compares against its respec-
tive competitors within either the same service sector or a completely dif-
ferent one. After a brief introduction to the tools and methods we’ll take
a walk through the different aspects of our established and challenger
brands covering everything from the brand identity to a sample of the high
level ideas generated during the research.

3. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Ux MethodsUx Methods
ii

4. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Ux MethodsUx Methods
Desired BRAND IDENTITY according to
senior management.
iii

5. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Ux MethodsUx Methods
The VALUE PROPOSITION is the promise
of the value delivered by the service.
iv

6. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Ux MethodsUx Methods
The POSITION MAP is a way to quick-
ly gauge how you perform against your
competitors based on the markets con-
cieved perception of your services.
v

7. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Ux MethodsUx Methods
MOODBOARDS help us visualize the values
and more potently the tangible and intangible
benefits and features of a brand.
vi

8. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
NAICS CODE NAICS CODE
0Service Design 724 Winter 2014 | Professor R. Bau | Serviced Apart’hotels Brand Audit 1Service Design 724 Winter 2014 | Professor R. Bau | Serviced Apart’hotels Brand Audit
Established brand Challenger brand
Airbnb is a website for people to rent out lodging, in-
cluding private rooms, entire apartments, castles,
boats, manors, tree houses, tipis, igloos, private is-
lands and other properties. It has over 500,000 listings
in 33,000 cities and 192 countries. Founded in August
2008 and headquartered in San Francisco, the compa-
ny is privately owned and operated by Airbnb, Inc.
The Ascott Limited is the world’s largest international
serviced residence owner-operator with over 22,000
operating serviced residence units in key cities of Asia
Pacific, Europe and the Gulf region, as well as over
10,000 units which are under development, making a
total of more than 33,000 units in over more than 200
properties. Its portfolio spans over 82 cities across
more than 20 countries.
http://en.wikipedia.org/wiki/Airbnbhttp://en.wikipedia.org/wiki/The_Ascott_Limited
Apartment hotel rental or
leasing 531110
Software publishers 511210

9. Brand
identity
Value
proposition
Position map Moodboard
2Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Brand Identity
The Ascott Ltd.
Apartment hotel rental or leasing 531110

10. Brand identity
The Ascott Ltd.
3Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Brand identity
HERITAGE
I come from a need to provide busi-
ness travelers with long term housing
PERSONALITY
I am nurturing, empathetic and un-
derstanding of your needs
OFFERING
I provide highly personalised service and
furnished residences
VISION
I want to be first in everything to set
benchmarks where none existed and
to always raise the bar
MISSION
I want my guests to experience the
freedom and familiarity of home so
they can live life to the fullest
AUDIENCE
My audience is business travelers and
their families
BENEFITS
I provide you with the comforts of home
and service that supports your lifestyle
VALUES & BELIEFS
I strive for excellence, relentlessly inno-
vate and hold integrity with high regard

11. Value proposition
The Asctott Ltd.
4Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
We are the worlds largest, internationally-branded
serviced apartment operator.
To get here, we had to claim spaces where no one
else had before and set benchmarks where none
had previously existed.
Our service is for the dedicated business travelers
working late into the nighttime.
All around the world in 55 cities and 23 countries.
To contribute to the well-being and success of peo-
ple who live and work away from home.
In an era where globalisation requires business-people
and their families to work & live in a foreign country.
what
how
to whom
where
why
when

12. Position map
The Ascott Ltd.
5Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Very User-friendly
Not Cool Very Cool
Not User-friendly
The Ascott Ltd.
Airbnb

13. Moodboard
The Ascott Ltd.
6Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

14. 7Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
High level ideas/concepts
Expand brand horizontally
by creating an apart’ho-
tel chain with a low cost
nightly rate. This would
attract the solo traveler
market segment whereas
they would normally be
inclined to stay at a hostel.
Increase customer en-
gagement across multiple
touchpoints particularly
digital but with an em-
phasis on branded human
interactions. Think ‘small
town feeling’.
Make the manager more
visible. Apart’hotel guests
should have more access
to the manager and staff
of the building.
Make apart’hotel building
more sustainable.
Increase cooking staff so
there can be room service.

15. Brand
identity
Value
proposition
Position map Moodboard
8Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Brand Identity
Airbnb
Software publishers 511210

16. Brand identity
Airbnb
9Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Brand identity
HERITAGE
I was born during a time of need and a
night of renting out an air mattress
PERSONALITY
I’m a new type of community market-
place for travel accommodations
OFFERING
I help people realise their dream of travel by p
ing accommodations around the world
VISION
I want to bring memorable local expe-
riences for my truly global community
MISSION
I exist to grow so I can support and
champion my community
AUDIENCE
I do this for a global community of travel-
ers and hosts
BENEFITS
I help people monetize their extra space
and tear down the walls which prevent
some from travelling
VALUES & BELIEFS
I believe in tearing down walls, real-
izing dreams, making every moment
memorable and changing the lives of
my customers

17. Value proposition
Airbnb
10Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Airbnb is a trusted community marketplace for people to
list, discover, and book unique accommodations around
the world.
by growing as a company to support and champion
our truly global community.
For the audacious traveler who desires an alterna-
tive to hotels and resorts.
Serving you at 300,000 listings all across the world
in every biome imagineable.
So that we can help you create local experiences no matter
where in the world you are.
You desire a to travel with with a bit of spontaneity.
what
how
to whom
where
why
when

18. Position map
Airbnb
11Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Very User-friendly
Not Cool Very Cool
Not User-friendly
The Ascott Ltd.
Airbnb

19. Moodboard
Airbnb
12Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

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High level ideas/concepts
Partner with a local maid-
service to provide cleaning
services to hosts in popu-
lar cities.
Add a new concierge ser-
vice network that can take
requests such as purchas-
ing toilitries or picking up
your drycleaning.
Provide hosts with compli-
mentary packages to give
to their guests.
Add car pick-up/dropoff
service to the booking
process.
Partner with local cater-
ers in popular locations
to provide roomservice to
hosts who do not other-
wise include meals as a
part of their guests expe-
rience.

21. Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit
Thank You
Nathan McKinley Nash
651.307.9815
http://nathan.mn
mcknathannash@gmail.com