Brand Revitalisation Strategies Of a Cultural Heri

BRAND REVITALISATION STRATEGIES OF A CULTURAL HERITAGE: THE crusade OF PERA PALACE HOTEL IN ISTANBUL, TURKEY Murat Yucelen Yeditepe University Istanbul, dud e-mail: murat.yucelen@yeditepe.edu.tr Katrin Yigitbas Yeditepe University Istanbul, Turkey e-mail: yigitbas@yeditepe.edu.tr ABSTRACT Pera Palace Hotel has been a landmark in the history and culture of Istanbul, Turkey and Europe in general. It is piece of music of cultural heritage and a prominent brand digit in the history of the hospitality sector. After suffering from disuse for many years, it is being revitalised physically and strategically, thus constituting a worthy case for analysis. The aim of this paper is to identify and meditate the brand revitalisation strategies employed by the hotels mod management team. To achieve this aim the authors conducted research based on historical and current documentation, onsite visits and semi-structured interviews with key figures in the revitalisation process. Findings mention unique challenges countered with creative practices and initiatives crafted by a distinct staff. central words: Pera Palace Hotel; Brand Revitalisation; Strategy.

INTRODUCTION In the same way that people, organizations, goods and services have respective sprightliness cycles, brands also have life cycles of their own.



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