塑造品牌形象设计，在市场定位的档次。
酒店市场定位存在的问题
酒店在市场定位时常常会出现某些失误，或因旅游市场形势发生重大变化，原先的定位已不再适应新的市场需求。为此，酒店要对市场重新定位或纠正“错位”的现象，而纠正“错位”现象从一定意义上讲也是一种重新定位。酒店市场定位问题主要表现在以下三个方面。
1.定位过低
这种定位是使消费者对酒店产品印象低于其客观实际水平，如某五星级酒店打出“五星享受”，工薪价格“后，不但使原有顾客认为在这个酒店消费会影响自己的形象，工薪阶层也觉得这可能是个”卷套”。
2.定位过高
这种定位是指酒店产品的被认知形象超过其实际存在形象。如明明只是抵挡次酒店却定位于“高档次酒店”，给客人以“高处不胜寒”的感觉。
3.定位胡乱
这种定位使酒店产品在目标市场上认知混乱不清，如原本针对低消费群体的服务项目，工薪阶层去的不多，而高消费群体却很钟爱。
品牌：公益事业塑造形象
在公益事业方面，肯德基把主要精力放在了教育领域。除在餐厅定期举办的各种寓教于乐的“健康流动课堂”、及各种其他专项奖学金。比如，浙江省内有肯德基餐厅的城市均设立了“肯德基小学生奖学金”，从1997年到2006年，每年的奖励金额达70万元。青岛的好学生俱乐部在肯德基帮助下创立，至今已发展到270余家学校。苏州肯德基出资赞助中央电视台书画院、小书画家、夏令营的书画展览。
肯德基还结合各个城市当地的实际情况举办各种公益文体活动。在无锡展开“温馨母亲节”活动，让每一位前来餐厅就餐的儿童送一支康乃馨给自己的妈妈；与北京市消防局共同制作防火宣传海报5万张；在重庆万州地区种植1000亩肯德基希望工程林；邀请天津市全市2000名残疾儿童，残疾学生及工作在扶残、助残第一线的老师门到肯德基餐厅就餐；无锡市社会福利院儿童及老师100多人到餐厅用餐等等。
据统计，十多年来肯德基直接和间接用在青少年教育方面及社会公益方面的款项已达6000多万元人民币，这些款项均用于帮助聋哑弱智儿童、贫困地区的失学儿童以及需要帮助的大学生和教育工作者。这些公益事业极好地塑造了肯德基的
品牌设计形象。
Shaping the brand image design, the grade of the position in the market.
The problems of the hotel market positioning
The hotel market positioning, often some of the mistakes, or significant changes in the tourism market situation, the original location no longer adapt to new market demands. , Hotel on the market to reposition or to correct the "dislocation" phenomenon, and to correct the "dislocation" of the phenomenon is also a certain sense to reposition. The hotel market positioning problem in the following three aspects.
(1) positioning is too low
Such a positioning is to enable consumers the impression of the hotel product below its objective the actual level of play, such as a five-star hotel five-star enjoyment of working-price ", not only to the original customer that will affect their image in this hotel consumption, working-class also think this may be a "volume sets".
(2) positioned too high
Positioning the hotel product of cognitive image more than its actual existence of the image. Such obviously just resist the times hotel located in the "high-end hotel guests to" stretched "feeling.
(3) positioned at random
Such a positioning the hotel product confusion in the target market awareness, such as the original services for low-consumption groups, working-class to small, high consumer groups very favorite.
Brand: public good shape image
In public welfare undertakings, KFC focus on the field of education. In addition to regularly organize a variety of entertaining in the restaurant "healthy mobile classroom, and various other special scholarships. For example, Zhejiang Province, Kentucky Fried Chicken restaurant cities have set up the Kentucky primary school scholarship from 1997 to 2006, the annual incentive payments amounted to $ 70 million. Qingdao good student club was founded in Kentucky to help, has been developed to more than 270 schools. Suzhou KFC sponsored CCTV painting homes, art, summer camp of painting and calligraphy exhibition.
Kentucky is also combined with the actual local situation in each city to organize public cultural and sports activities. Expand warm Mother's Day activities in Wuxi, let every one come to the restaurant, the children send a carnation to his mother; co-production with the Beijing Fire Bureau fire posters 50000; 1000 acres planted in Chongqing Wanzhou KFC Project Hope forests; invited to Tianjin, the city's 2000 children with disabilities, students with disabilities and work in Fucan, the first line of the disabled teacher door to the KFC restaurant,; Wuxi City Social Welfare of children and teachers more than 100 restaurants, etc. .
According to statistics, more than a decade KFC directly and indirectly with young people in education and social welfare payments has reached more than 6000 million yuan, these funds are used to help deaf mentally handicapped children, poor children out of school and need help Students and educators. These public welfare excellent shape the brand image of Kentucky.
