Hospitality Branding (Cornell Hospitality Management: Best Practices)

May 02, Anthony rated it it was amazing.

1. (Massen-) Medien und Politik als Gegenstände des Sozialkundeunterrichts (German Edition);
2. Famous imposters;
3. Marketing the Hospitality Brand Through Digital Media;
4. About the course.

This is a well-written and a well-researched book. In fact it is a collection of research papers compiled in a systematic way.

Author Corner

Each chapter has an extensive list of references. I especially liked information about the history of hospitality marketing, measurement of brand equity, and brand strategies. Here are the names of each of the stages in the development of hospitality marketing: Promotion, product development and market research, revenue management and brand development, customer satisfact This is a well-written and a well-researched book. Promotion, product development and market research, revenue management and brand development, customer satisfaction and loyalty, internet marketing, data driven marketing.

Editorial Reviews

Brand equity chapter showed that there is a way to visualize brand position by using brand maps. This tool can help to enter niches not served by the market. Brand strategies chapter provided a good way to select one of 2 strategies - marketing orientation vs competition orientation - depending on several conditions stage of economy, business conditions, resources, demandingness of guests.

Among other things, the more developed the country is, the more appropriate it is to concentrate on guests' needs and wants. The less developed the country is, the better it is to focus on competition orientation. There was also a good analysis on financial returns of acquiring a brand or going independent. A research showed for example that putting a brand name generally increases ADR.

Hospitality Branding

Switching from an independent property to a branded one, increases occupancy rate. Also returns on different brands are varied. Another important point mentioned somewhere in the book was about a distinction between salient and determinant attributes. Determinant attributes of a brand cause an actual purchase.

SelectedWorks - Chekitan Dev

Salient attributes refer to attributes which guests mention, but these attributes don't distinguish the property and don't necessarily lead to purchase. What's more, through research, it is possible to find determinant attributes.

The key takeaway for me was that branding can be approached in a rigorous way. Should I brand the property or keep the property independent? What brand niche should I choose to maximize profit? In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry.

• Kapitalflussrechnungen: Aufbau und Aussagewert von Kapitalflussrechnungen (German Edition).
• Pursuing the Sun.
• Cornell University Press : Cornell Hospitality Management: Best Practices.

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.

He is the recipient of several major hospitality research and teaching awards. Hospitality Marketing and Branding: Past and Future Chapter 2.

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Branding Challenges and Opportunities Chapter 3. Branding and the Internet. Global Branding Chapter 4. Global Brand Expansion Chapter 5. Unfortunately most of the currently available Journal of Marketing Research Using a panel dataset on hotel rebranding over the time period , we quantify the impact of rebranding on the Contrary to the conventional wisdom, the study described in this report calls into question the principle that the best way We extend research on transaction cost theory that shows that vertical integration enables firms to protect their investments in exchange Center for Hospitality Research Roundtable Highlights In an age of global brand proliferation that has seen continual extension and expansion of brand portfolios, brand managers are We investigate whether the gender composition of a fund management team influences investment decision making behavior.

Using an experimental economics The core elements of brand management are to create a concept that fulfills customer needs and then to remain true Emerging Marketing Channels in Hospitality: A Global Study of Internet-Enabled The potential uses of flash deals or daily deals have caught the attention of many restaurant and hotel firms, as