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References (6)
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M. Olsen (1989)
Issues Facing Multi‐unit Hospitality Organisations in a Maturing MarketInternational Journal of Contemporary Hospitality Management, 1
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P. Slattery (1991)
Hotel branding in the 1990s.Travel and Tourism Analyst
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How They StartedCornell Hotel and Restaurant Administration Quarterly, 26
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Service marketing: Image, branding, and competitionBusiness Horizons, 32
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0959-6119
- DOI
- 10.1108/09596119210007965
- Publisher site
- See Article on Publisher Site
Abstract
Explores the main issues within hotel chain branding, focusingparticularly on the problems of branding heterogeneous hotel portfolios.Relates the theory of branding to hotel chains, and outlines thedifficulties of bringing consistency to hotel brands. Reviews thedevelopment of branding within the US and UK and identifies some of thefeatures associated with hard and soft brands. Examines Forte Hotels1991 rebranding exercise, the implications of which are considered in awider context.
Journal
International Journal of Contemporary Hospitality Management – Emerald Publishing
Published: Jan 1, 1992