Abstract
Explores the main issues within hotel chain branding, focusing particularly on the problems of branding heterogeneous hotel portfolios. Relates the theory of branding to hotel chains, and outlines the difficulties of bringing consistency to hotel brands. Reviews the development of branding within the US and UK and identifies some of the features associated with hard and soft brands. Examines Forte Hotels′ 1991 rebranding exercise, the implications of which are considered in a wider context.
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