Hospitality Branding

S. Dev Chekitan

Description

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, affordably priced volume (available in both print and eBook formats). 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.

Sujets

• Marketing et communication
• Hospitality industry
• Graphic design
• Advertising

Informations

• Publié par: Cornell University Press
• Date de parution: 01 novembre 2012
• Nombre de lectures: 0
• EAN13: 9780801465703
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

h o s p i ta l i t y b r a n d i n g

he large body of researc publised by scolars in te dynamic field of os- pitality management as been slow to find its way into te classroom and te strategic, managerial, and operating practices of te ospitality industry. In te new series Cornell Hospitality Management: Best Practices, Cornell Uni- versity Press will publis sort books tat present, in distilled form, current researc findings on best practices in te ospitality industry. As recognized experts, te volume editors are ideally qualified to identify te best available researc and present it in a tougtful and coerent way tat serves bot te pedagogical needs of te classroom and te practical needs of te ospitality industry. he first books in te series will address ospitality branding, uman resource management, finance, operations and revenue management, food and beverage management, and design.

c o r n e l l h o s p i ta l i t y m a n a g e m e n t b e s t p r a c t i c e s

Edited byChekitan S. Dev

Hospitality Branding

c h e k i ta n s . d e v

Cornell University Press Ithaca and London

Copyrigt © 2012 by Cornell University

All rigts reserved. Except for brief quotations in a review, tis book, or parts tereof, must not be reproduced in any form witout permission in writing from te publiser. For information, address Cornell University Press, Sage House, 512 East State Street, Itaca, New York 14850.

First publised 2012 by Cornell University Press First printing, Cornell Paperbacks, 2012

Printed in te United States of America

Library of Congress Cataloging-in-Publication Data Dev, Cekitan S. (Cekitan Sing), 1959–  Hospitality branding / Cekitan S. Dev.  p. cm.  Includes bibliograpical references and index.  ISBN 978-0-8014-7819-2 (pbk. : alk. paper) — ISBN 978-0-8014-5203-1 (clot)  1. Hospitality industry—Marketing. 2. Branding (Marketing) I. Title.  TX911.3.M3D48 2012  338.4'7910688—dc23 2012024820

Cornell University Press strives to use environmentally responsible suppliers and materials to te fullest extent possible in te publising of its books. Suc materials include vegetable-based, low-VOC inks and acid-free papers tat are recycled, totally clorine-free, or partly composed of nonwood fibers. For furter information visit our website at www.cornellpress.cornell.edu.

Clot printing Paperback printing

10 9 8 7 6 5 4 3 2 1 10 9 8 7 6 5 4 3 2 1

Contents

chapter 1

chapter 2 chapter 3 case study I

chapter 4 chapter 5 chapter 6 case study II

Preface

Part I. The Hospitality Brandscape

Hospitality Marketing and Branding:

Past and Future

Branding Challenges and Opportunities

Branding and the Internet

Carnival Cruise Lines

Part II. Global Branding Global Brand Expansion Branding beyond Borders Brand Strategies RitzCarlton Bali

 Part III. Strategic Branding chapter 7 Brand Equity chapter 8 Brand Positioning chapter 9 Brand Extensions and Customer Loyalty case study IIITaj 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 IVGroupon

Acknowledgments

Bibliography

v

vii

3 13 21 30

41 51 63 72

83 93 102 112

123 134 143 154

165 169

Preface

his book distills te essence of my tinking about ospitality marketing and branding and brings te results of my academic work to a wider audience tat I ope will benefit from its insigts. Its contents cover over twenty years of scolarly labor, presenting studies undertaken wit te elp of many collaborators, wose contributions I ave acknowledged elsewere in te book. Altoug te capters are organized around four general temes, taken togeter tey represent an evolution in ospitality marketing and branding studies tat as brougt te development and management of tebrandsquarely into te spotligt as te focal point of teoretical analysis and industry success. Today scolars and industry leaders view branding in a new ligt. Wereas ospitality business strategy once began wit marketing and incorporated branding as one of its elements, suc strategy now begins wit branding and incorporates marketing witin te larger enterprise. he brand as become not only te cief means of attracting customers; it as, more broadly, become te cief organizing principle for most ospitality organizations. Over te past two decades, industry observers and te public alike ave witnessed an explosion of brands in every market segment and in every sector, from otels to restaurants to resorts to cruise lines. As a result te consumer can be easily overwelmed by a sea of sameness in wic it is increasingly dif- ficult to distinguis one brand from anoter, one positioning approac from anoter, one splasy media campaign from anoter. Brands unceasingly searc for te latest marketing ook and fall all over temselves to catc te con- sumer’s eye—and wallet. his never-ending quest for market sare follows trend after trend, from of- fering ever more elaborate and sopisticated amenities to novel, cross-sectoral brand affiliations to te use of social media as a marketing tool—all driven

vii

by te preeminence of te brand. Hospitality firms today use teir brand identities to generate brand value, oping to leverage te presence of a brand in te marketplace to attract customers, breed customer loyalty, and, ideally, create passionate lifelong brand campions. his book captures te most critical developments in te quest for brand value. Eac of its four parts includes presentations of empirical studies fol- lowed by a related case study offering an important application or illustration of tat part’s teme. Part I, “he Hospitality Brandscape,” begins in capter 1 wit an overview of ospitality marketing and branding studies over te past two decades and a look forward to te trends tat will define te next decade. hat is followed in capter 2 wit te igligts of a brand roundtable eld at Cornell University’s Center for Hospitality Researc in wic industry leaders and leading scolars sared ideas about te use of branding to drive business survival and success. Capter 3 ten presents an analysis of te use of Internet flas sales to market otel stays. Part I closes wit a case study reviewing te efforts of Carnival Cruise lines to differentiate itself in te burgeoning cruise market and offering suggestions for branding success. Part II, “Global Branding,” features tree studies tat offer insigts on ef- fective strategic approaces to branding in te era of globalization. Capter 4 discusses and analyzes strategies for global market entry; capter 5 compares te merits of francising and management contracting; and capter 6, acknowledg- ing te trend toward adopting a market orientation in global branding, analyzes te coice between a competitor orientation and a customer orientation. he case study for part II presents te main outlines of a fascinating legal case, sum- marizing te issues involved in a lawsuit brougt by a Ritz-Carlton otel owner against te parent brand, wic ad placed a co-branded resort carrying te Bulgari name (guided by Ritz-Carlton and initially promoted as suc) on te island of Bali. Part III, “Strategic Branding,” delves more deeply into branding as strategy. Capter 7 introduces an approac to managing brand equity using a system tat measures suc equity quantitatively. Brands using tis tecnique would be able to assess teir brand equity more effectively. Capter 8 offers an analytical framework wit wic brand marketers can assess and manage teir market positioning witin a competitive set by mapping tat position on a four-quadrant grid. Part III also includes, in capter 9, an analysis of te use of brand extensions to generate customer loyalty. he case study for part III

viii

p r e fa c e

describes an effort by a property under te Taj brand in Goa to undertake service innovation as a means of upgrading a property’s market position. Part IV, “Branding Execution,” offers tree studies tat examine te relationsips tat otel brands develop wit te properties tat carry teir brand names directly to te customer. To manage te use of its brand image to attract customers to its properties, a brand must develop effective relationsips—brand partnersips—wit its property owners and managers. Capter 10 argues tat understanding ow to reduce or eliminate opportun- ism is best approaced from a relational excange perspective rater tan from a transaction cost perspective. Capter 11 reports evidence tat francisor- francisee relationsips work best wen bot parties communicate openly and interact armoniously in a strong partnersip. he study presented in capter 12 sows evidence tat brand partners can reduce opportunism by adering to a set of relational norms. Finally, te part IV case study follows a small tour operator offering winery tours in te Finger Lakes region of New York State as it weigs te benefits and costs of partnering wit te online marketing brand Groupon. he purpose of tis book is to make all tese findings from scolarly researc available to anyone wit an interest in ospitality management and marketing, particularly tose wo appreciate te role tat branding as assumed. It strikes a balance between te wisdom of recent istory and te cutting-edge promise of future trends. Wile te principles recommended ere migt not guarantee survival or success, te researc sows tat tey can provide a competitive advantage to ospitality brands seeking to survive and trive in an increasingly cluttered brand world.

p r e fa c eix