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MKT001-Brand Development

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Assignment Brief

COVID-19 has shifted consumer behaviour and consumer spending around the world. In Australia, the travel and tourism industry has been strongly impacted with closures of state borders. Similar circumstances can be observed in many countries.  

Airbnb has identified that they have impacted because of hosts fearing to rent out their homes and guests being fearful of renting an Airbnb. However, this is not enough to establish the overall the impact on the Airbnb brand to drive strategies for 2021 and beyond. However, it is evident that Airbnb is called to re-think their brand strategies around the world. Note that despite the pandemic, some of the known hotel brands appear to have maintained operations. 

This fall in sales for Airbnb may just be the beginning of many challenges for the company’s brand. Your company has been appointed to advise Airbnb about prioritising their brand strategies.

You are to:

1. Identify 3 core branding problems. Hint: Discuss consumer behaviour, trends in the future of travels and tourism.

2. Provide roadmaps to address each of the branding problems. Discuss how these strategies are different the current Airbnb strategies.

3. Provide a forecast for success and possible failures for 2021-2025.

MKT001-Brand Development

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