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21c Museum Hotels: A company breaking branding and product conventions

Author

Listed:
  • Reeves, Martha

Abstract

This case study of 21c Museum Hotels introduces a new concept in hotel branding, that of combining three strong elements not formerly developed by boutique hotels: a first class restaurant, an art museum with large gallery spaces, and a deluxe hotel. The case discusses how the owners have branded this unconventional business, their differentiation strategies, their engagement with local communities, and how they have used a wide variety of marketing communication methods to engage potential customers. In addition, the article discusses challenges for the business.

Suggested Citation

  • Reeves, Martha, 2015. "21c Museum Hotels: A company breaking branding and product conventions," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(3), pages 259-266, October.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:3:p:259-266
    as

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    More about this item

    Keywords

    branding; hotels; differentiation; social media; combinatorial innovation; marketing partnerships; marketing communications;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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