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1. Introduction
2. Performance measurement of branded hotels
3. Overview
4. What is a brand?
5. Branding in the hotel industry (1)
6. Branding in the hotel industry (2)
7. Brand vs. independent - brand hotel
8. Brand vs. independent - independent hotel
9. What are the cost of branding?
10. Application fee
11. Royalty
12. National marketing
13. Reservation
14. Other fees
15. Cost of branding
16. Cost of franchise fees
17. Measuring the impact - financial considerations
18. Measuring the impact - intangible considerations
19. Cost of branding - 'real life' examples
20. 100-unit limited-service property
21. 200-room full-service mid-scale property
22. 300-room full-service first-class property
23. Is branding worth it? (1)
24. Case studies
25. The branded hotel
26. The independent hotel
27. The independent hotel with EBITDA of the branded
28. Efficiency of the operation
29. Is branding worth it? (2)
30. Conclusion

Topics Covered

• What is a brand?
• Branding in a hotel industry
• Brand versus independent
• Cost of branding
• Measuring the impact
• Is branding worth it?

Links

Series:

• Branding and Product Specialization in Hotels

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 14, 2009