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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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Brand Positioning

Brand Positioning

Chapter:
(p.93) Chapter Eight Brand Positioning
Source:
Hospitality Branding
Author(s):

Chekitan S. Dev

Publisher:
Cornell University Press
DOI:10.7591/cornell/9780801452031.003.0010

A hotel brand's unique selling proposition—the argument it makes to convince travelers to book its hotels instead of someone else's properties—is known as its market position. The position comprises the bundle of attributes that the hotel offers in an effort to meet guests' wants and needs. Ultimately, a brand's position is determined by its customers. Customers' perceptions of a hotel brand's position can be subdivided into specific attributes, which in turn can be depicted graphically on coordinate axes known as perceptual maps. This chapter describes the development of such perceptual maps and suggests how to use them to show how a hotel brand's customers view the brand and help to determine its competitive set. The results that were mapped for the study were based on data drawn from surveys of travel managers and travel agents published in 1989, 1990, and 1991.

Keywords:   brand position, market position, hotel brand, hotel customers, perceptual maps

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