This course takes a cross-disciplinary approach discussing the marketing, operations management and value creation aspects of branding. Case studies of single-brand and multi-brand companies will help students gain a good understanding how hotel brands can be introduced and managed successfully on regional, national and international levels. The various implications of branding will be discussed both on a general level and also in an industry specific context. The concepts of branding, brand equity and quantifiable advantages are examined from consumers’ and corporate perspectives. Lect: 3 hrs. Course Weight: 1.00 Billing Units: 1
