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Branding Challenges and Opportunities

Chekitan S. Dev

in Hospitality Branding

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 ... More


Brand Strategies

Chekitan S. Dev

in Hospitality Branding

Published in print:
2012
Published Online:
August 2016
ISBN:
9780801452031
eISBN:
9780801465703
Item type:
chapter
Publisher:
Cornell University Press
DOI:
10.7591/cornell/9780801452031.003.0007
Subject:
Business and Management, Marketing

Adopting a market orientation means that a brand commits itself to satisfying customer needs over the long run. Such an orientation combines three main components: a customer orientation, through ... More


The Magnetism of the Monarchy

Cele C. Otnes and Pauline Maclaran

in Royal Fever: The British Monarchy in Consumer Culture

Published in print:
2015
Published Online:
September 2016
ISBN:
9780520273658
eISBN:
9780520962149
Item type:
chapter
Publisher:
University of California Press
DOI:
10.1525/california/9780520273658.003.0002
Subject:
Anthropology, European Cultural Anthropology

This chapter traces the pervasiveness of the royal family as a cultural and global phenomenon, looking at its past and present embeddedness in the popular imagination. With the increasing ... More


New Directions in Marketing Semiotics

Laura R. Oswald

in Marketing Semiotics: Signs, Strategies, and Brand Value

Published in print:
2012
Published Online:
April 2015
ISBN:
9780199566495
eISBN:
9780191806681
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:osobl/9780199566495.003.0008
Subject:
Business and Management, Marketing

This chapter discusses new directions for marketing semiotics in Internet commerce and global branding strategies. It gives two business cases that illustrate the potential of semiotics in marketing, ... More


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