Search result : Strategic brand management

1. Strategic brand management

   
   Networking through brand endorsement is an under-researched area. Traditional network theories emphasise the role of personal and business relationships in SMEs internationalisation process. On this view, the internationalisation of SMEs can readily be understood in terms of gaining access to a host of tangible and intangible resources of a player who enjoys a firm specific global advantage. More specifically, in the case of small hoteliers, networking implies a reduction of the foreignness of their services through a familiar, globally recognised brand. The brand is meant to endorse for the quality and uniformity of the service across the globe...
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2. Strategic brand management

   
   Small hoteliers have internationalised their services through affiliating with a global brand. Managing a global brand requires a great deal of resources, advertising and marketing funding which small hoteliers are hard put to raise. BW's loyalty programme is significant for small hotels. Brand affiliation may enable them to compete with larger hotels. Being part of a network, they can enjoy corporate purchases, sales, marketing, advertising and central reservations, at the same time, they are able to remain, up to a certain degree, independent vis-à-vis. In this sense, small hotels can see their share of their offerings grow without themselves growing in size, a contingency that increases their competitiveness...
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