industry.
Because companies can invest considerable resources in building and maintaining brands, it is important that they also be able to measure how successful they are at creating brand image. Market share is one way to accomplish this; revenue streams are another. Yet determining brand effectiveness has proved remarkably difficult in the past for traditional items, such as tangible goods, and even more problematic for services. Customers can have difficulty quantifying their reactions to brands, and companies can have difficulty specifying quantitative measures for defining their brands.
The goal of this study is to determine the brand image that hotels in Japan seek to establish for themselves, and the brand image that consumers have for the same properties. In order to accomplish this, it is necessary to understand the concept of branding and brand marketing in a broad concept. The hospitality industry offers particular challenges to those who seek to create and manage brands within its confines, and those challen
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