| | | | PROBLEMS OF MODERN ECONOMICS, N 4 (88), 2023 | | | | ECONOMICS AND MANAGEMENT IN THE SPHERE OF SERVICES | | | Cherednichenko Yu. P.
Senior lecturer, Chair of Hotel and Restaurant Business, St. Petersburg State University of Economics
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| | | The article focuses on the methods of brand name formation, which creates the first impression about it. The trademark of hotels and restaurants existed even at a time when marketing and advertising were not necessary, due to the nationalization of enterprises and the lack of competition. Nobody thought about the methods of name formation, the only goal was to create a euphonious name for the object. The author notes that some hotels have managed to preserve their Soviet brand until today, turning it into a legendary brand, despite the changing fashion trends of naming. | | Key words: branded hotels, brand, naming, corporate identity, brand architecture | | Pages: 155 - 158 |
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