Brand management Hoyts Cinema Essay Example | Topics and Well Written Essays - 1000 words

Brand management Hoyts Cinema - Essay Example This study looks into the Hoyts Cinema Company that is capable of distributing independent film shows to Australian cinemas and broadcast high quality modern blockbuster movies. Hoyts cinemas had been independent by the beginning of the 1990s later merging with big companies like 20th Century to boost its profits and increase their target market. The society’s trend to appreciate films is rapidly growing towards identification with popular production companies that are mostly recognized as the prime producers of excellent films. Hoyts realized this opportunity and increased merger with other large Hollywood based film industries by 2002 to attract a larger market that appreciates quality productions. There is also importance in increasing comfort in the cinema environments and improve the service that consumers are willing to pay to achieve entertainment. Excellent service delivery and customer satisfaction goes greatly in improving brand popularity and improvement among its c onsumers. Most businesses and service providers offer increased incentives and adjustments to improve their brand quality and overall marketing of their services. Brand audit aids in reviewing the changes needed to improve the overall service structure of a company and increasing its identity in the competitive market. Through the application of various processes entailed in brand audit process, Hoyts cinema is capable of identifying areas of improvements. The brand auditing process identifies the weak areas of the brand improving on its overall performance and increasing its competitiveness in the market. ... Brand Auditing Jelsema in his article explains six factors considered when undertaking a successful brand audit process. The overall positioning of the brand, its market segmentation, differentiators, internal environments of the company, overall brand positioning, personality and brand metrics help identify a company in the competitive market7. These factors are the developmental strategies applied by a company to check on errors limiting development and its advancement when considering growth. In addition, areas of improvement are highlighted and adjustments made according to the overall requirements8. In general, a company’s brand will be defined by its overall outlook, name used or logo that stands out from the other brands9. Brand Culture and Image The culture in the brand is the image that has been drawn on the consumer’s image for prolonged period often articulated to the ability to memorize it by name or image. Hoyts Cinemas have been in the Australian markets f or decades establishing its dominance among other film providers in the state10. The ability of the company to deliver modern films that the audiences often require in the time of their release has led to the growth in its marketing11. Consumers would recommend other users to seek their services through mentioning its name and its signature logo. It is vital for the management and the staff to depict the overall culture of the brand to adjust into serving the long time clients who may be used to a particular routine in service delivery12. To understand this concept better, businesses often apply the use of a service triangle that puts the customer, the employees and the overall