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dc.contributor.authorDev, Chekitan S.
dc.contributor.authorWithiam, Glenn
dc.date.accessioned2020-09-10T18:23:21Z
dc.date.available2020-09-10T18:23:21Z
dc.date.issued2012-06-01
dc.identifier.other7459610
dc.identifier.urihttps://hdl.handle.net/1813/71259
dc.description.abstractThe core elements of brand management are to create a concept that fulfills customer needs and then to remain true to that concept in all aspects of the business. The ability to articulate a brand’s meaning and consistently operate according to that meaning has never been more critical, given the wide open window into the brand’s heart and soul created by the internet and social media. Participants in the second Cornell Brand Management Roundtable met in spring 2012 at the Cornell School of Hotel Administration to examine the elements of a powerful brand, the critical steps for brand innovation, and the growing impact of social media on brand management. Although social media may affect the way customers view a brand as they consider a purchase, the importance of the brand promise remains undiminished, and may well be stronger than ever.
dc.language.isoen_US
dc.rightsRequired Publisher Statement: © Cornell University. This report may not be reproduced or distributed without the express permission of the publisher.
dc.subjectCornell
dc.subjecthospitality
dc.subjectIndia
dc.subjectonline travel agents
dc.titleBranding Hospitality: Challenges, Opportunities and Best Practices
dc.typearticle
dc.description.legacydownloads2012_Dev_Branding_hospitality.pdf: 2163 downloads, before Aug. 1, 2020.
local.authorAffiliationDev, Chekitan S.: csd5@cornell.edu Cornell University
local.authorAffiliationWithiam, Glenn: Cornell University


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