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Branding Hotels

Author
Dev, Chekitan
Abstract
[Excerpt] The hotel business has become a business of brands. Price Waterhouse Coopers estimates that there are over 300 hotel brands today with no one brand dominating the market. Every major brand management issue (brand extensions, global brand expansion, re-branding, un-branding, co-branding, brand portfolio development, brand acquisitions, new brand development, etc.) is being explored. An understanding of the competitive context and intra-and inter-brand dynamics will help owners, operators, asset managers, suppliers and litigators, as well as new entrants into the business make better and more informed brand management decisions.
Date Issued
2009-01-01Subject
social identity resourcing; positive organizational scholarship; social networks; inclusion; diversity; corporate culture
Rights
Required Publisher Statement: © Cayuga Hospitality Consultants. Reprinted with permission. All rights reserved.
Type
article