ScholarWorks@숙명여자대학교

초록

As competition in the hotel industry intensifies, differentiation and independent branding strategies for hotel facilities have become increasingly important. This study analyzes the process and strategic significance of the independent brand growth of 'CIMER' at Paradise City. Based on brand architecture and brand extension theories, the study explores CIMER's brand-building and operational strategies, identifying key factors that enabled CIMER to establish itself as an independent brand beyond being a mere ancillary facility of the hotel. The results indicate that CIMER successfully built a unique brand identity by combining K-Style wellness and a luxury concept, leveraging the premium brand image of Paradise City. Additionally, through the endorsed brand strategy, CIMER maintained the premium image of the parent brand while securing its independence. This approach contributed to attracting new customers and enhancing brand awareness, positioning CIMER not as a simple hotel facility but as an independent destination. In particular, CIMER's differentiated brand positioning, which combines traditional Korean jjimjil culture and modern wellness trends, significantly contributed to its growth as a competitive brand in the global wellness market. This study suggests that the independent branding of hotel facilities can effectively enhance the overall brand equity of hotels in the hotel and resort industry. It also provides strategic directions for the sustainable growth of wellness brands in the future.

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