Acta Universitatis Danubius. Œconomica, Vol 6, No 3 (2010)

Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

Ruhet Genc


Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand
image and differentiate their product or service among the competitors by adopting particular brand
strategies since identifying a target customer base and understanding their needs and preferences are
of primary significance for hospitality firms. The achievement of a distinguished designation
necessitates utilizing research based and strategic branding techniques and suggestions. One major
branding strategy particularly for international firms is co-branding. Nevertheless, there are scarce
studies which examine the role of strategic co-brand management in the hospitality sector. This
review paper aims to critically discuss the current position of strategic co-branding in the hospitality
sector and possible problems involved in this issue. Recommendations for future research on cobranding
of hospitality firms within the strategic management paradigm are provided. Furthermore,
managers in the hospitality sector are given suggestions for enhancing strategic management of cobranding in hospitality and particularly in destination firms.


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