Column: Successful branding offers differentiation, promotes sales

01/31/2012 | 4Hoteliers

Grabbing the attention of consumers and securing their loyalty requires a solid branding strategy that highlights the hotel's company culture and the unique value they can offer guests, Dietmar Kielnhofer says. The strategy encompasses all the tangible and intangible elements of the hotel that make up its image and should change periodically to meet the changing expectations of consumers, Kielnhofer says.

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