Chekitan S. Dev
- Published in print:
- 2012
- Published Online:
- August 2016
- ISBN:
- 9780801452031
- eISBN:
- 9780801465703
- Item type:
- chapter
- Publisher:
- Cornell University Press
- DOI:
- 10.7591/cornell/9780801452031.003.0002
- Subject:
- Business and Management, Marketing
This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level ...
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This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level discussion among a select group of thirty brand executives, consultants, and professors who shared their experience and knowledge on a variety of key brand management topics. The roundtable featured provocative presentations of cutting-edge research studies by leading scholars collaborating with industry partners. The goal of the first CHR Brand Management Roundtable was to provoke change and push the status quo. Brand-related issues addressed during the roundtable include global brand building, branding by amenity, brand value, promoting brands over the Internet, brand rights, and branding by design.Less
This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level discussion among a select group of thirty brand executives, consultants, and professors who shared their experience and knowledge on a variety of key brand management topics. The roundtable featured provocative presentations of cutting-edge research studies by leading scholars collaborating with industry partners. The goal of the first CHR Brand Management Roundtable was to provoke change and push the status quo. Brand-related issues addressed during the roundtable include global brand building, branding by amenity, brand value, promoting brands over the Internet, brand rights, and branding by design.
