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Hospitality Branding$
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Chekitan S. Dev

Print publication date: 2012

Print ISBN-13: 9780801452031

Published to Cornell Scholarship Online: August 2016

DOI: 10.7591/cornell/9780801452031.001.0001

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Branding Challenges and Opportunities

Branding Challenges and Opportunities

Chapter:
(p.13) Chapter Two Branding Challenges and Opportunities
Source:
Hospitality Branding
Author(s):

Chekitan S. Dev

Publisher:
Cornell University Press
DOI:10.7591/cornell/9780801452031.003.0002

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.

Keywords:   Cornell Hospitality Brand Management Roundtable, brand management, global brand building, brand value, brand promotion, brand rights, branding design

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