Case study – spa destination branding – a strategic realignment process of five Bavarian thermal spas

Figures & data

Table 1. No. 1 positions, one-word values and their respective indications and effects by BrandTrust (Gietl et al., 2021d).

	Kaiser Therme	Limes Therme	Rottal Terme	Europa Therme	Wohlfühl Therme
No. 1 position	The healthiest time-out from the day in a neighbourhood rich in culture	The most relaxing thermal health spa, inspired by Roman bathing culture	The best way to achieve sustainable health and relaxation, surrounded by nature	The most invigorating thermal spa experience for customers with expectations	The unique thermal wellness spa for discerning and active guests
One-word value	Relaxing	Invigorating	Beneficial	Moving	Activating
Potential core indication	Muscular system and psyche	Digestion and metabolism	Stress prevention	Locomotor system	Cardiovascular
Effects	Short-term stress relief	Recharge	Sustainable stress relief	Improve mobility	Improve stamina

Figure 1. Consequences from the brand architecture analysis by BrandTrust (Gietl et al., 2021d).

Figure 2. Operational principles by BrandTrust (Gietl et al., 2021d).

Figure 3. Blueprint of the realignment process (Own illustration, 2022).

Gietl, J., Dorfner, A., & Rauschl, N. (2021d). Strategische Neuausrichtung der Heil- und Thermalbäder in Niederbayern: Schlussdokumentation.

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