Booking.com Branding Strategy and Marketing Case Study
Analysis and examples of Booking.com’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Deal-Focused Travelers
Primary Need (Job To Be Done)
Find the best combination of fit and price when planning a trip
Brand Visual Identity & Content
Primary Brand Colors
#003580
#009FE3
Brand Typefaces
- Segoe UI
Hero Content
Hero Content Type
Text Only
Content Features People
No
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Self-Actualization
Emotional
Reduces Anxiety
Functional
Saves Time
Simplifies
Reduces Cost
Brand Benefits
Benefit #1
Get access to all levels of travel, transportation, and lodging in one single place
Benefit #2
Safe, low-risk options to help reduce stress and anxiety during your trip
Benefit #3
Options to explore activities at your destination to increase entertainment and enjoyment value
Competition
Key Competitors
Airbnb, VRBO, HomeToGo, FlipKey, CozyCozy, TripAdvisor, Expedia, Hilton, Marriott, DreamyStays, OneFineStay
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