| dc.description.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. | en |
