The Corporate Brand : Help or Hindrance ?  

Oleh:

Dev, Chekitan S.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 86 no. 2 (Feb. 2008), page 49-58.
Topik: CORPORATE BRAND; corporate brand; hindrance

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.35 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Lilypad Hotels and Resorts may rebrand its boutique properties under the corporate name. Will customers and hotel managers buy in - or simply check out ? Andre Cleary absentmindedly fidgeted with the bottle of melatonin tablets in his left hand, lightly jiggling the pills with each twitch of his wrist. He had hoped to catch up on some much - needed sleep during the 20 - hour flight to Rio de Janeiro - this being the final leg of a six - week series of meet and greets that had taken the CEO of Lilypad Hotels and Resorts across the continental United States, over to the Middle East, and now to South America. He sat comfortably in the first - class cabin of a 767, loafers under the seat, pillow poised to do its job. Still, Andre remained alert and completely in thrall to the soft blue glow of his laptop and, in particular, an open PowerPoint presentation. Abigail Ross, Lilypad’s executive vice president of sales and marketing, had outlined a potential new branding strategy for the San Francisco - based hotel management company.

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