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Branding Hotel Portfolios

Branding Hotel Portfolios 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

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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 ManagementEmerald Publishing

Published: Jan 1, 1992

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