Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance AuditService Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

VS

Brand PerformanceAudit 1

The Ascott Group AirbnbESTABLISHED BRAND CHALLENGER BRAND

NATHAN McKINLEY NASH

Table of ContentsBrand Performance Audit

iService Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

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i...........................................................................................................................................................Table of Contentsii-vi...........................................................................................................................................................Tools/Methods1.......................................................................................................................Established Brand vs Challenger Brand2.........................................................................................................................................................The Ascott Limited3................................................................................................................................................................Brand Identity4...........................................................................................................................................................Value Proposition5..................................................................................................................................................................Position Map6.....................................................................................................................................................................Moodboard7..........................................................................................................................................High Level Ideas & Concepts8............................................................................................................................................................................Airbnb9................................................................................................................................................................Brand Identity10..........................................................................................................................................................Value Proposition11................................................................................................................................................................Position Map12...................................................................................................................................................................Moodboard13........................................................................................................................................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.

Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Ux Methods

ii

Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Ux Methods

Desired BRAND IDENTITY according to senior management.

iii

Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Ux Methods

The VALUE PROPOSITION is the promise of the value delivered by the service.

iv

Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Ux 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

Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Ux Methods

MOODBOARDS help us visualize the values and more potently the tangible and intangible benefits and features of a brand.

vi

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

Brand identity

Valueproposition Position map Moodboard

2Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Brand IdentityThe Ascott Ltd.

Apartment hotel rental or leasing 531110

Brand identityThe Ascott Ltd.

3Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Brand identity

HERITAGEI come from a need to provide busi-

ness travelers with long term housing

PERSONALITYI am nurturing, empathetic and un-

derstanding of your needs

OFFERINGI provide highly personalised service and furnished residences

VISIONI want to be first in everything to set

benchmarks where none existed and to always raise the bar

MISSIONI want my guests to experience the freedom and familiarity of home so

they can live life to the fullest

AUDIENCEMy audience is business travelers and their families

BENEFITSI provide you with the comforts of home and service that supports your lifestyle

VALUES & BELIEFSI strive for excellence, relentlessly inno-vate and hold integrity with high regard

Value propositionThe 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 whomwhere

why

when

Position mapThe 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

MoodboardThe Ascott Ltd.

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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.

Brand identity

Valueproposition Position map Moodboard

8Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Brand IdentityAirbnb

Software publishers 511210

Brand identityAirbnb

9Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Brand identity

HERITAGEI was born during a time of need and a

night of renting out an air mattress

PERSONALITYI’m a new type of community market-

place for travel accommodations

OFFERINGI help people realise their dream of travel by provid-ing accommodations around the world

VISIONI want to bring memorable local expe-riences for my truly global community

MISSIONI exist to grow so I can support and

champion my community

AUDIENCEI do this for a global community of travel-ers and hosts

BENEFITSI help people monetize their extra space and tear down the walls which prevent some from travelling

VALUES & BELIEFSI believe in tearing down walls, real-izing dreams, making every moment memorable and changing the lives of

my customers

Value propositionAirbnb

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

howto whom

wherewhy

when

Position mapAirbnb

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Very User-friendly

Not Cool Very Cool

Not User-friendly

The Ascott Ltd.

Airbnb

MoodboardAirbnb

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

13Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

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.

Service Design 724 Winter 2014 | Professor R. Bau | Brand Performance Audit

Thank You

Nathan McKinley Nash651.307.9815http://nathan.mnmcknathannash@gmail.com