Contents
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The Brand Roundtable The Brand Roundtable
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Building Successful Global Brands Building Successful Global Brands
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Branding by Amenity Branding by Amenity
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Brand Value Brand Value
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Branding in the Internet Age Branding in the Internet Age
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The Brand as a Bundle of Rights The Brand as a Bundle of Rights
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Branding by Design Branding by Design
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Conclusion Conclusion
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Two Branding Challenges and Opportunities
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Published:November 2012
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Abstract
This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level discussion among a select group of thirty brand executives, consultants, and professors who shared their experience and knowledge on a variety of key brand management topics. The roundtable featured provocative presentations of cutting-edge research studies by leading scholars collaborating with industry partners. The goal of the first CHR Brand Management Roundtable was to provoke change and push the status quo. Brand-related issues addressed during the roundtable include global brand building, branding by amenity, brand value, promoting brands over the Internet, brand rights, and branding by design.
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