 Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and RestaurantsRuhet Genc ()
Acta Universitatis Danubius. OEconomica, 2010, issue 3(3), 33-46 Abstract: Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are of primary significance for hospitality firms. The achievement of a distinguished designation necessitates utilizing research based and strategic branding techniques and suggestions. One major branding strategy particularly for international firms is co-branding. Nevertheless, there are scarce studies which examine the role of strategic co-brand management in the hospitality sector. This review paper aims to critically discuss the current position of strategic co-branding in the hospitality sector and possible problems involved in this issue. Recommendations for future research on co-branding of hospitality firms within the strategic management paradigm are provided. Furthermore, managers in the hospitality sector are given suggestions for enhancing strategic management of co-branding in hospitality and particularly in destination firms. Keywords: Co-branding; brand management; hospitality; hotels and restaurants; strategic applications (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:dug:actaec:y:2010:i:3:p:33-46 Access Statistics for this article More articles in Acta Universitatis Danubius. OEconomica from Danubius University of Galati Contact information at EDIRC. |
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