Brand Positioning:

Unique DNA

Ownable – ONLY in Hershey

Competitive Advantage

Brand

Strength

BrandTip = Brand

Words, images, brand positioning

Under Water = Strength

Culture, Leadership and Experiences

10%

90%

“Touch Points”

Are they branded unique and distinctive? 

EVERYTHING SPEAKS TO GUEST!

All marketing materials, every employee interaction, answering phone, hand stamps, welcome, employee training programs, room

décor, wake-up call, check-in, check-out, check presenters, packaging (bags, wrapping), gift card, billing customers, retail

offering, F&B operations, menus, in-room/onsite printed materials, décor, amenities, landscaping, entertainment, games, arcade,

attractions, brand presence on site, airport pickup service, rental car operation, events, public space, waiting rooms, artwork, uniforms,

name tags, signage, podiums, guest services, recreation/fitness activities, concierge, shuttle bus physical appearance AND

experience, internal presentations, mattress, bedding and soft goods, parking lot, entrance process, product characters.

Milton S. Hershey

Hershey employees are very sweet, helpful, and sincere.

The multisensorial experience of chocolate continues to be the single most ownable

and uniquely Hershey attribute.

The Spa at the Hotel Hershey –

The Chocolate Spa