This chapter examines brand equity in the hotel industry and demonstrates a method for measuring it. Developed under the trademarked name BrandTracker, this spreadsheet-based application converts quantitative customer ratings first into performance and awareness indices and then into a brand equity index. It tracks customer brand perceptions over time, supports remedial marketing strategies, measures the effects of remedial actions, and tracks competitor brand equity. The BrandTracker model can be used to classify the hotel brands into four categories based on high or low awareness plotted against high or low performance. The categories are brand champions (high performance, high awareness), rising brands (high performance, low awareness), troubled brands (low performance, high awareness), and weak brands (low on both indices). In the absence of real-life examples of brand equity measurement, the chapter sketches a hypothetical but realistic demonstration of how a proposed brand equity index was developed and can be used to assess a brand's strength over time and in relation to its competitive set.
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