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The Corporate brand: help or hindrance
Brand names are recognizable around the world, from Starbucks to Hilton, but what of a hotel management company that promises that each hotel has its own "intangibles and its own sense of place?" Dev describes, in anecdotal form, the dilemma facing Lilypad Hotels and Resorts as it considers how it should grow. While increased brand name recognition does promise cross-property stays, it also means less freedom for hotel managers as standardization kicks in and undermines Lilypad's promise of uniqueness. Dev uses this example to illustrate the potential for corporate brands to be both a help and a hindrance..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : Harvard Business School Publishing |
|---|---|
| Edisi | - |
| Subjek | Marketing Business Travel Hotel management Brand names Corporate brand |
| ISBN/ISSN | 178012 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |