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Eternal Lighthouse – “Sovereign” Brand Culture Talk

Eternal Lighthouse – “Sovereign” Brand Culture Talk

Corporate culture is the soul of an enterprise. It functions as a driving force to boost enterprises. It contains an abundance of contents with its core being enterprise's spirit and set of values.
The corporate culture of Sovereign Hotel Zhanjiang comprises mission, vision, principles, spirit, values and operational philosophy characterized by the branding of the Hotel. Agreed upon and observed by all staff members, as well as followed and practiced in the process of management and operations, the set of corporate cultures explains its essence well in the establishment of management systems, employee behavioral standards and image of the Hotel.
Designed as a Platinum 5-Star business hotel, the Zhanjiang Sovereign Hotel stands out in the south-western Guangdong province in its distinct theme of Greek Aegean Sea.
Strongly and culturally influenced by owning company - Jia Yue Group Co., Ltd., and managed by Hong Kong Sovereign International Hotel Management Company Ltd. Which has brought over a wealth of experience in international brand hotel management, the Sovereign Hotel Zhanjiang has formed its own set of corporate cultures with unique characteristics and charm.

Logo Introduction
Symbol extraction of the theme of the Greek Aegean Sea
The innovative design of the logo is derived from damaged decorative fragments of marble sculpture in relief in Acropolis of Athens, which represents the sun and the ocean. The fragments were part of the Parthenon, which was entitled as the “National Treasure of Greece” representing the highest level of Greek architecture art. The Parthenon is not only a temple of god with the highest reputation among all western architecture, but also a key representative of the Greek culture.
The decorations of Sovereign Hotel are elaborately integrated with elegant, exquisite style of Greek architecture and romantic and artistic elements of typical architecture of the Aegean Sea. In addition, the essence of idealism, humanism and rationalism of Greek culture are perfectly in harmony with the brand connotation of Sovereign Hotel - aiming at creating a high-end hotel brand image as well as providing our guests with distinctive services. It symbolizes the Sovereign being an international brand focusing on its pursuit in ideals, innovation and thought of never-go-after-others-blindly.  
Therefore this Aegean Sea symbol with typical significance can best reflect the brand connotation of the theme of Greek Aegean Sea.
Aegean Sea theme brand elements
The logo consists of two elements:the sun and ocean. The upper part represents the sun rising from the sea. This radial shape design can best reflect the sun shining in every corners of the world. According to Greek mythology, Apollo, the god of the sun, was the god of the light.
The ocean represents the Aegean Sea. The Greek Aegean Sea is the origin of western civilization and it has a great influence all over the world. The ecological environment and extraordinary architecture perfectly depict the Sovereign Hotel’s brand concept: Classic Hotel, Exceptional Experience. And the civilization of the Aegean Sea infuses continuous spiritual power into Sovereign Hotel in expressing common emotions of human being - wisdom, courage and love to bridge an important spiritual connection between the hotel and our guests.
As classical elements of Greek civilization, both the sun and ocean have thoroughly interpreted the classical theme of the Greek Aegean Sea and fully illustrated the Sovereign Hotel’s internationalized vision while firming its foothold in Zhanjiang, and countless power of influence inspired by extraordinary quality and market control ability.
In addition, the graphics of the logo look like a sail running head on, which is just like a Greek warship, firm and full of vigor, which means the hotel will sail towards a bright future. It also looks like a peacock spreading its tail to show its beauty and confidence; and it also appears to be blooming flowers. A full display of charms of Sovereign Hotel.
Brand Personality:  Sovereign, the honor of the world
Identity tag – The Chinese word “Jun” endows the Sovereign Hotel Zhanjiang with an extraordinary meaning and affixes a distinguished and noble label to the status of the Hotel. It is not only a title of respect for others, but also an honored title for people of high social rank. Moreover, the expression “Sovereign, the honor of the world” bears dual meanings: Sovereign Hotel Zhanjiang, extends a respectful address to guests while being taken respectfully.  
Honor Customer – In pursuit of quality, Sovereign Hotel Zhanjiang is devoted to providing a luxurious, cozy and romantic experience for all distinguished guests. Moreover, Sovereign Hotel Zhanjiang takes Honor Customer as its management philosophy.
Be Honored by Customer - With its commitment to being the top grade hotel in Zhanjiang, Sovereign Hotel Zhanjiang strives to serve guests all over the world with high quality services and facilities as well as classical and exotic feeling. As an object highly praised and pursued by guests. Be honored by Customer is the brand objective at Sovereign Hotel Zhanjiang.
Cultural, but not unattractive; Sincere, but not overzealous; Vivid, but not gorgeous; Relaxed, but not severe; Romantic, but not mediocre.
Brand vision:
Build an international level platinum five-star hotel, continuously surpass guests’ expectations, become a preferred and favorite hotel to the guests.
Adhering to the advanced management concept, with the aim of achieving innovation and transcendence, to establish a super Platinum Five-Star International Hotel.
Extending friendliness, warmth and sincerity in delivery of surprising services to guests form all over the world, with their  needs fully anticipated.
Try the very best in paying attention to every detail in services. To carry on our mission, and be committed to our profession. Do our jobs with integrity, honesty, self-discipline, gratitude to Sovereign, pursuit of excellence and fulfillment. Win the respect and admiration of customers.

Brand Mission: Classic Hotel, Exceptional Experience
On the basis of Greek Aegean Sea theme, Sovereign Hotel has been elaborately integrated with the cultural essence of Greek Aegean, aiming at providing an exceptional experience of excellence in services delivered in an exotic setting.
Sovereign Hotel will make all theme activities, important receptions and employees’ hard work success stories! And will develop such successes into a classic! Make customers feel extraordinarily, always and ever.
Brand slogan: We can make the difference!

The slogan is loudly voiced by the Sovereign team. It serves as a  solemn commitment to each and every guest!
With dedication, loyalty and responsibility, each of hotel staff offer their indispensable contribution to polish and deliver hotel product and services on daily basis. Ordinary though, their roles shine greatly. And their roles create extraordinary deeds that make difference!   

Core values
S - Synergy          
O - Open Mind         
V – Precise Vision   
E – Empowerment      
R – Respect          
E – Enhancement      
I – Innovative       
G – Growth            
N – Nothing Is Impossible


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