Adapting to post-Covid19 reality and extending the brand to a new segment: the case of Human Hotel

Abstract

This thesis presents a Case Study on a Danish home sharing platform for artists called Human Hotel. The company implemented a rebranding process in 2018to have a clear brand identity and a defined mission. However, with the advent of Covid19 virus, Human Hotel business was under threat. In order to tackle this adverse situation, the company considered the possibility of expanding into the segment of enterprises but keeping its newly refreshed identity and mission unchanged. The case outlines Human Hotel current brand identity and strategy, leading to the discussion on whether and how it should expand into the new segment.