Branding Challenges and Opportunities Chapter 3. Branding and the Internet. Global Branding Chapter 4. Global Brand Expansion Chapter 5. Branding beyond Borders Chapter 6.
Hospitality Branding
Strategic Branding Chapter 7. Brand Equity Chapter 8.
Brand Positioning Chapter 9. Brand Extensions and Customer Loyalty. Branding Execution Chapter Managing Marketing and Branding Relationships Chapter Brand Franchising Chapter Dev , Chekitan Dev. The Hospitality Brandscape Chapter 1. Branding and the Internet Case Study I. It gives great insights on branding—a must-read for marketing professionals. Collection Cornell Hospitality Management: This is a well-written and a well-researched book.
In fact it is a collection of research papers compiled in a systematic way. Each chapter has an extensive list of references. I especially liked information about the history of hospitality marketing, measurement of brand equity, and brand strategies. Here are the names of each of the stages in the development of hospitality marketing: Promotion, product development and market research, revenue management and brand development, customer satisfact This is a well-written and a well-researched book.
Promotion, product development and market research, revenue management and brand development, customer satisfaction and loyalty, internet marketing, data driven marketing. Brand equity chapter showed that there is a way to visualize brand position by using brand maps. This tool can help to enter niches not served by the market.
About the course
Brand strategies chapter provided a good way to select one of 2 strategies - marketing orientation vs competition orientation - depending on several conditions stage of economy, business conditions, resources, demandingness of guests. Among other things, the more developed the country is, the more appropriate it is to concentrate on guests' needs and wants. The less developed the country is, the better it is to focus on competition orientation.
There was also a good analysis on financial returns of acquiring a brand or going independent. A research showed for example that putting a brand name generally increases ADR. Switching from an independent property to a branded one, increases occupancy rate.
Also returns on different brands are varied. Another important point mentioned somewhere in the book was about a distinction between salient and determinant attributes. Determinant attributes of a brand cause an actual purchase. Salient attributes refer to attributes which guests mention, but these attributes don't distinguish the property and don't necessarily lead to purchase.
- Make Sure The Romance Never Dies--Clever Ideas for Text Messages, Love Poems and Notes, and The Little Surprises That Will Keep The Fires Burning?
- My Little Stalker (Redeemed Fallen Book 1)!
- The MoneySense Beginners Guide to Personal Finance.
- Buy for others.
What's more, through research, it is possible to find determinant attributes. The key takeaway for me was that branding can be approached in a rigorous way. Should I brand the property or keep the property independent? What brand niche should I choose to maximize profit? What branding strategy should I choose? Why do guests choose the brand? These questions can be answered without a guesswork.
Cornell University Press : Cornell Hospitality Management: Best Practices
This is an excellent resource for marketing professionals. A smooth blend of academic research and practical applications. I will definitely go back to it whenever I face a specific problem covered by this book. Angad Bilochpura rated it it was ok Jul 11, I Made Mahendra Budhiastra rated it really liked it Dec 08, Libraries Trocaire added it Dec 07, Carlos Alberto marked it as to-read Jun 26, Rozie Delgado is currently reading it Jul 18, Carlos Mello marked it as to-read Sep 22, There are no discussion topics on this book yet.