Competing on Branding

Abstract

Branding has long been an interesting area for marketers. The ability of branding to endorse behavioral intention requires special emphasize in determining how powerful branding acts to support top notch creations. In the hotel industry, several concepts have exceptionally proven like personality, experiential value, social responsibility, and green branding. Somehow, the research effort in the branding topic remains imperative and received special attention from scholars especially to tackle the question of “How to build a strong brand?”, “How the strong brand maximizes customer satisfaction?” and “How the strong brand will in turn endorse behavioral intention?”