Hospitality Branding

Overview

In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from ...

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Hospitality Branding

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Overview

In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool—all driven by the preeminence of the brand.

Chekitan S. Dev's award-winning research has appeared in leading journals including Cornell Hospitality Quarterly, Journal of Marketing, and Harvard Business Review. He is the recipient of several major hospitality research and teaching awards. A former corporate executive with Oberoi Hotels & Resorts, he has served corporate, government, education, advisory, and private equity clients in more than forty countries as consultant, seminar leader, keynote speaker and expert witness. Hospitality Branding brings together the most important insights from the author's many years of research and experience, all in a single volume. Skillfully blending the knowledge of recent history, the wisdom of cutting-edge research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today’s competitive global business environment.

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Editorial Reviews

From the Publisher

"This book is an excellent insight into the multifaceted and fascinating world of branding in services and hospitality in particular, which is at once educational and also an excellent handbook for professionals."—Nakul Anand, Executive Director, ITC Ltd.

"Chekitan Dev's book is an interesting and invigorating read on trends in the hospitality industry. It gives great insights on branding—a must-read for marketing professionals."—Veer Vijay Singh, Chief Operating Officer, Vivanta by Taj-Hotels & Resorts

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Product Details

Meet the Author

Chekitan S. Dev is Associate Professor of Strategic Marketing and Brand Management at the Cornell University School of Hotel Administration.

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Table of Contents

Preface

Part I. The Hospitality Brandscape

Chapter 1. Hospitality Marketing and Branding: Past and Future
Chapter 2. Branding Challenges and Opportunities
Chapter 3. Branding and the Internet

Case Study I. Carnival Cruise Lines

Part II. Global Branding
Chapter 4. Global Brand Expansion
Chapter 5. Branding beyond Borders
Chapter 6. Brand Strategies

Case Study II. Ritz-Carlton Bali

Part III. Strategic Branding
Chapter 7. Brand Equity
Chapter 8. Brand Positioning
Chapter 9. Brand Extensions and Customer Loyalty

Case Study III. Taj Hotels, Resorts, and Palaces

Part IV. Branding Execution
Chapter 10. Managing Marketing and Branding Relationships
Chapter 11. Brand Franchising
Chapter 12. Brand Partnerships

Case Study IV. Groupon

Acknowledgments
Bibliography

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