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Hospitality Branding
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Hospitality Branding

Chekitan S. Dev

Abstract

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 ... More

Keywords: hospitality brand, hospitality industry, success, marketing, customers, global business

Bibliographic Information

Print publication date: 2012 Print ISBN-13: 9780801452031
Published to Cornell Scholarship Online: August 2016 DOI:10.7591/cornell/9780801452031.001.0001

Authors

Affiliations are at time of print publication.

Chekitan S. Dev, author
Associate Professor of Strategic Marketing and Brand Management, the Cornell University