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dc.contributor.authorDev, Chekitan S.
dc.description.abstractIn an age of global brand proliferation that has seen continual extension and expansion of brand portfolios, brand managers are challenged by the sheer scale of their overall operations and the eclipse of traditional marketing modes by online channels and social media. Given this framework, the 2013 Cornell Brand Roundtable focused on such major areas of brand management as achieving and maintaining a brand’s edge in the marketplace, managing brand architecture and the brand portfolio, and protecting the brand’s reputation against infringement of its intellectual property. The roundtable also included an interactive exercise in integrating brand attributes from outside the hotel industry to solve customer experience challenges and featured a case of brand rejuvenation that illustrated many of the principles covered over the course of the day’s many lively discussions.
dc.rightsRequired Publisher Statement: © Cornell University. This report may not be reproduced or distributed without the express permission of the publisher.
dc.subjectretail market trends
dc.subjectshopping behavior
dc.subjectretail real estate
dc.titleChallenges in Contemporary Hospitality Branding
dc.description.legacydownloads2013_Dev_Challenges_contemporary.pdf: 1128 downloads, before Aug. 1, 2020.
local.authorAffiliationDev, Chekitan S.: Cornell University

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