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Mercure Danang, a 4-star hotel located at the top of Ba Na Hills, offers stunning views and a refreshing atmosphere. However, the hotel faced several challenges due to its unique location:
• Differentiation from the global brand: The geographical location made it difficult to fully align with the global Mercure brand standards.
• Unclear brand awareness: The connection with Ba Na Hills often led to confusion, with customers mistaking the hotel for part of the larger tourist complex, highlighting the need to clarify its distinct brand identity.
To address these challenges, Mercure Danang approached Wisdom Agency, seeking to develop a clear and impactful brand strategy that would strengthen its local presence while maintaining alignment with the global brand.
To address the challenges faced by Mercure Danang, Wisdom created an inspiring brand narrative that emphasized the hotel’s unique strengths. We developed a distinctive brand identity that aligned with Mercure’s global values while differentiating the hotel within the Ba Na Hills tourism landscape.
The brand story revolved around the concept of “Inspiring travelers to discover hidden beauty and embrace true essence.” This approach elevated Mercure Danang from being just a hotel to offering a transformative experience—inviting guests to explore pristine nature, enjoy authentic relaxation, and immerse themselves in the region’s rich cultural heritage.
Brand Strategy Consulting and Development: Value proposition, brand idea, brand tagline, brand characteristics, and brand beliefs.
Successfully developed a complete brand idea and a unique story tailored to Mercure Danang, highlighting the hotel’s distinct essence.
