The power of provenance: Shaping brands in a changing world
Our fifth and final Trends Report explores the five stages that build a brand's story and heritage into sustainable growth.
Provenance is the foundation for enduring brand success and has become more important than ever for organisations wanting to succeed in today’s complex consumer environment.
IHG’s 2018 Trends Report reveals The Provenance Chain; five interconnected stages that provide a demonstrable link between provenance and sustainable growth.
Keith Barr, CEO, IHG: "We believe provenance in a brand is an essential foundation for industry leadership and enduring success, which is why it is at the heart of IHG’s approach to our individual hotel and corporate brands."
Previous reports
2017 IHG Trends Report
‘The Uncompromising Customer’
2016 IHG Trends Report
‘Meaningful Membership’
2015 IHG Trends Report
‘Building Trust Capital’
2014 IHG Trends Report
‘Creating Moments of Trust’
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