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dc.contributor.authorPrasad, Keshav
dc.contributor.authorDev, Chekitan S.
dc.description.abstract[Excerpt] Building brand equity, or strong brands, is considered to be one of the key drivers of a business’s success. In this article we examine what constitutes brand equity in the hotel industry and demonstrate a method for how that brand equity can be measured. Our objective here is to offer a diagnostic and decision-making tool to CEOs and top managers of hotel companies that will help them maximize the value of their brands. Although a real-life example of brand-equity measurement was not available, we have developed a hypothetical but realistic demonstration of how our brand-equity index is developed and can be used to assess a brand’s strength over time and in relation to its competitive set.
dc.rightsRequired Publisher Statement: © Cornell University. Reprinted with permission. All rights reserved.
dc.subjectbrand equity
dc.subjecthotel industry
dc.subjectbrand management
dc.titleManaging Hotel Brand Equity: A Customer-Centric Framework for Assessing Performance
dc.description.legacydownloadsDev70_Managing_hotel_brand_equity.pdf: 3264 downloads, before Aug. 1, 2020.
local.authorAffiliationPrasad, Keshav: J.D. Power & Associates
local.authorAffiliationDev, Chekitan S.: Cornell University School of Hotel Administration

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