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Relatório de estágio Hard Rock Hotel Amsterdam American: Branding interno: análise das práticas utilizadas no Hard Rock Hotel Amsterdam American
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.2 MB | Adobe PDF |
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Abstract(s)
A criação de uma marca forte e a entrega de qualidade percebida ao consumidor final resulta de um processo interno de criação e partilha da missão, visão e valores de uma empresa para com os seus colaboradores, no sentido de alinhá-los com a sua identidade e fazer com que estes sintam algum tipo de relação favorável para com a mesma e, em última análise, queiram oferecer uma experiência de marca ao consumidor final. No fundo, o principal objetivo da criação de uma cultura interna forte é assegurar que todos os colaboradores compartilham de um entendimento comum da marca e que estão comprometidos em oferecer uma experiência que agrega valor.
O presente relatório explora o papel da marca Hard Rock ao nível interno do hotel Hard Rock Hotel Amsterdam American, procurando perceber se as iniciativas da marca estão orientadas internamente e se têm um impacto positivo no desempenho da organização. Para tal, realizou-se um estudo exploratório com uma amostra dos colaboradores do hotel mencionado anteriormente, através de um inquérito anónimo, cujo objetivo foi compreender a capacidade da marca em reter talento e em se relacionar com os valores da mesma.
Este estudo é um ponto de partida sólido para a investigação futura nesta área, sendo que será apresentado algumas guidelines para a comunidade científica para se construir um portfólio de estudo que agregue insights com mais valor em termos de conteúdo e, em última análise, que este sirva para delinear, de melhor forma, as estratégias de atuação das empresas ao nível do branding interno.
The creation of a strong brand and the delivery of perceived quality to the final consumer results from an internal process of creating and sharing the mission, vision and values of a company towards its employees, in order to align them with its identity and make them feel some kind of favourable relationship with it and, ultimately, want to offer a brand experience to the final consumer. At last, the main objective of creating a strong internal culture is to ensure that all employees share a common understanding of the brand and that they are committed to providing an experience that adds value. This report explores the role of the Hard Rock brand internally at the Hard Rock Hotel Amsterdam American, seeking to understand whether the brand's initiatives are internally oriented and whether they have a positive impact on the organization's performance. To this end, an exploratory study was carried out with a sample of employees from the hotel mentioned above, through an anonymous survey, being that its main goal was to understand the brand's ability to retain talent and to relate to its values. This study is a solid starting point for future research in this area, and it will present some guidelines for the scientific community to build a study portfolio that adds insights with more value in terms of content and, eventually, that this serve to better delineate the companies' action strategies in terms of internal branding.
The creation of a strong brand and the delivery of perceived quality to the final consumer results from an internal process of creating and sharing the mission, vision and values of a company towards its employees, in order to align them with its identity and make them feel some kind of favourable relationship with it and, ultimately, want to offer a brand experience to the final consumer. At last, the main objective of creating a strong internal culture is to ensure that all employees share a common understanding of the brand and that they are committed to providing an experience that adds value. This report explores the role of the Hard Rock brand internally at the Hard Rock Hotel Amsterdam American, seeking to understand whether the brand's initiatives are internally oriented and whether they have a positive impact on the organization's performance. To this end, an exploratory study was carried out with a sample of employees from the hotel mentioned above, through an anonymous survey, being that its main goal was to understand the brand's ability to retain talent and to relate to its values. This study is a solid starting point for future research in this area, and it will present some guidelines for the scientific community to build a study portfolio that adds insights with more value in terms of content and, eventually, that this serve to better delineate the companies' action strategies in terms of internal branding.
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Keywords
Hotelaria Amsterdão Branding Hard Rock Amsterdam Hospitality