Some Peculiarities Of The Brand And Branding In The Hotel Industry

Tanya Dabeva ()
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Tanya Dabeva: Varna University of Economics

Business & Management Compass, 2012, issue 4, 33-47

Abstract: The main objective of the article is to work out some of the most significant peculiarities of the hospitality brand and branding. In this connection there is discussed briefly the nature of the concepts under study and is given the author’s definition of hospitality brand. On that basis there are outlined and justified by the author nine contemporary characteristics of the brand and branding in the hotel industry. There is an emphasis on their specific manifestation in the industry under study, the principal role of hospitality chains, groups and transnational corporations in the area of brands and branding, the importance of the corporate brand and co - branding, the interrelation with sustainable development, etc. The outlined characteristics could serve as the basis for the study of hospitality brands and branding at the national level.

JEL-codes: L83 (search for similar items in EconPapers)
Date: 2012
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