Brand Name Distinctiveness of Star Hotels in Bali

Journal of Business on Hospitality and Tourism,1 (1). https://jbhost.org/jbhost/index.php/jbhost/article/view/8

9 Pages Posted: 14 Nov 2015 Last revised: 2 Mar 2022

See all articles by Putu Chris Susanto

Putu Chris Susanto

Dhyana Pura University

Ni Made Eka Mahadewi

Udayana University

Putu Chris Susanto

Universitas Dhyana Pura

Date Written: November 12, 2015

Abstract

A brand name is an important feature for a brand, serving as an identifier for a product and simultaneously attempting to shape consumers’ perception as a distinctive trademark. The present study explores branding in light of Peirce’s triadic model of signs in linguistics, using summary statistics and cross tabulation to empirically show trends in the choice of brand name and descriptor for 224 star hotels in Bali. The data shows that five trademark distinctiveness strategies are present in the core brand names of star hotels in Bali: generic, descriptive, suggestive, arbitrary, and fanciful — with arbitrary names being the most popular. Additionally, several trends are shown in regards to descriptors used in property names. The use of ‘Bali’ as a descriptor is still popular, while the use of descriptors ‘beach’ and ‘grand’ is declining. Using definite article ‘the’ as a descriptor is increasingly popular, as well as using descriptors ‘private’, ‘luxury’, and ‘collection’ to convey exclusivity and intimacy.

Keywords: branding, brand name, hotel brand, trademark distinctiveness

JEL Classification: M31, Z10, M30, M39, L83

Suggested Citation

Susanto, Putu Chris and Mahadewi, Ni Made Eka and Susanto, Putu Chris, Brand Name Distinctiveness of Star Hotels in Bali (November 12, 2015). Journal of Business on Hospitality and Tourism,1 (1). https://jbhost.org/jbhost/index.php/jbhost/article/view/8, Available at SSRN: https://ssrn.com/abstract=2689729

Putu Chris Susanto

Dhyana Pura University ( email )

Br. Tegaljaya, Dalung, Kuta Utara
Badung, Bali
Denpasar, Bali 80351
Indonesia

Ni Made Eka Mahadewi

Udayana University ( email )

Dharmawangsa Nusa Dua Bali
Nusa Dua
Badung, IN BALI 80361
Indonesia

Putu Chris Susanto (Contact Author)

Universitas Dhyana Pura ( email )

Br. Tegaljaya, Dalung, Kuta Utara
Badung Bali, Bali 80361
Indonesia
+62361426450 (Phone)

HOME PAGE: http://undhirabali.ac.id

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