Jump to ContentJump to Main Navigation
Hospitality Branding$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

PRINTED FROM Cornell University Press SCHOLARSHIP ONLINE (www.cornell.universitypressscholarship.com). (c) Copyright University of Cornell University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in Cornell for personal use. date: 23 September 2021

Brand Positioning

Brand Positioning

(p.93) Chapter Eight Brand Positioning
Hospitality Branding

Chekitan S. Dev

Cornell University Press

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

Cornell Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.