Brand positioning strategies and competitive advantage of the five star hotels in Nairobi

Abstract

Five star hotels are placing a focus on the brand positioning strategy, it is necessary for the hotels to strategically find a way to get a competitive advantage over the others as a market strategy, as there exists several competitors. This study focused on the brand positioning strategies adopted by five star hotels in Nairobi and the relationship between brand positioning strategies and competitive advantage achieved by five star hotels in Nairobi. Among the findings, it was observed that application of various brand positioning strategies was above average with quality positioning and problem/solution positioning being the most applied strategies. On the other hand, the hotel industry is viewed not to prioritize rivalry-based positioning and benefit-driven positioning types of brand positioning. Competitive advantage of various brand positioning strategies was above average, where the respondents agreed with the fact that increased clientele loyalty was the greatest competitive advantage from brand positioning strategies. On the other hand, the hotel industry did not gain a big competitive advantage of more inelastic customer response to price increase these was as a result of price insensitivity in the industry.