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Article
Challenges in Contemporary Hospitality Branding
Center for Hospitality Research Roundtable Highlights
  • Chekitan S. Dev, Ph.D., Cornell University
Document Type
Article
Publication Date
7-1-2013
Abstract
In an age of global brand proliferation that has seen continual extension and expansion of brand portfolios, brand managers are challenged by the sheer scale of their overall operations and the eclipse of traditional marketing modes by online channels and social media. Given this framework, the 2013 Cornell Brand Roundtable focused on such major areas of brand management as achieving and maintaining a brand’s edge in the marketplace, managing brand architecture and the brand portfolio, and protecting the brand’s reputation against infringement of its intellectual property. The roundtable also included an interactive exercise in integrating brand attributes from outside the hotel industry to solve customer experience challenges and featured a case of brand rejuvenation that illustrated many of the principles covered over the course of the day’s many lively discussions.
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Citation Information
Dev, C. (2013). Challenges in contemporary hospitality branding [Electronic article]. Cornell Hospitality Roundtable Proceedings, 5(6), 6-17.