In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool-all driven by the preeminence of the brand.
Chekitan S. Dev's award-winning research has appeared in leading journals including Cornell Hospitality Quarterly, Journal of Marketing, and Harvard Business Review. He is the recipient of several major hospitality research and teaching awards. A former corporate executive with Oberoi Hotels & Resorts, he has served corporate, government, education, advisory, and private equity clients in more than forty countries as consultant, seminar leader, keynote speaker and expert witness. Hospitality Branding brings together the most important insights from the author's many years of research and experience, all in a single volume. Skillfully blending the knowledge of recent history, the wisdom of cutting-edge research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.
By:
Chekitan S. Dev
Imprint: Cornell University Press
Country of Publication: United States
Edition: 1
Dimensions:
Height: 203mm,
Width: 127mm,
Spine: 21mm
Weight: 454g
ISBN: 9780801452031
ISBN 10: 0801452031
Series: Cornell Hospitality Management: Best Practices
Pages: 192
Publication Date: 01 November 2012
Audience:
Professional and scholarly
,
Undergraduate
Format: Hardback
Publisher's Status: Active
Preface Part I. The Hospitality Brandscape Chapter 1. Hospitality Marketing and Branding: Past and Future Chapter 2. Branding Challenges and Opportunities Chapter 3. Branding and the Internet Case Study I. Carnival Cruise Lines Part II. Global Branding Chapter 4. Global Brand Expansion Chapter 5. Branding beyond Borders Chapter 6. Brand Strategies Case Study II. Ritz-Carlton Bali Part III. Strategic Branding Chapter 7. Brand Equity Chapter 8. Brand Positioning Chapter 9. Brand Extensions and Customer Loyalty Case Study III. Taj Hotels, Resorts, and Palaces Part IV. Branding Execution Chapter 10. Managing Marketing and Branding Relationships Chapter 11. Brand Franchising Chapter 12. Brand Partnerships Case Study IV. Groupon Acknowledgments Bibliography
Chekitan S. Dev is Associate Professor of Strategic Marketing and Brand Management at the Cornell University School of Hotel Administration.
Reviews for Hospitality Branding
This book is an excellent insight into the multifaceted and fascinating world of branding in services and hospitality in particular, which is at once educational and also an excellent handbook for professionals. -Nakul Anand, Executive Director, ITC Ltd. Chekitan Dev's book is an interesting and invigorating read on trends in the hospitality industry. It gives great insights on branding-a must-read for marketing professionals. -Veer Vijay Singh, Chief Operating Officer, Vivanta by Taj-Hotels & Resorts
