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.
![Booking.com brand logo Booking.com brand logo](https://mapandfire.com/wp-content/uploads/2022/09/booking-brand-logo.jpg)
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
![Booking.com hero image Booking.com hero image](https://mapandfire.com/wp-content/uploads/2022/09/booking-brand-hero-image.jpg)
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
![Element of Value Self-Actualization Element of Value Self-Actualization](https://mapandfire.com/wp-content/uploads/2021/08/eov-self-actualization.png)
Emotional
Reduces Anxiety
![Element of Value Reduces Anxiety Element of Value Reduces Anxiety](https://mapandfire.com/wp-content/uploads/2021/09/eov-reduces-anxiety.png)
Functional
Saves Time
![Element of Value Saves Time Element of Value Saves Time](https://mapandfire.com/wp-content/uploads/2021/09/eov-saves-time.png)
Simplifies
![Element of Value Simplifies Element of Value Simplifies](https://mapandfire.com/wp-content/uploads/2021/08/eov-simplifies.png)
Reduces Cost
![Element of Value Reduces Cost Element of Value Reduces Cost](https://mapandfire.com/wp-content/uploads/2021/08/eov-reduces-cost.png)
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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