the initial situation was to create an additional premium brand for the federal state of baden-württemberg (b-w), that shows similarities to the touristic brand »wir sind süden« without directly being derived from it. A reason for this is the association of all five-star superior hotels of b-w, that came together to become an independent brand called »best of south west germany«. besides structuring and tactic elements, there are four segments within the brand image:
the »staufer löwe« (heraldic animal of the staufer (=swabian dynasty) which refers to the federal state of b-w and to the lions of the logo of the state tourist board b-w. the crown simobolizes classiness and the upper-class five star and »s« hotel category; silverware / grapes: relates to bw as a state of connoisseurs, to the michelin stars and the particular hotel category named category groups of of the premium segments »hotel-restaurant-spa«.
see also:
www.isoldefitzel.com/index.php?rubr ...
|
