The second volume of Hospitality Branding brings together new insights and case studies that reflect evolutions in the study of hospitality branding. In recent years, the brand has become preeminent as the key to success. Previously, business strategy started with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise and has become the chief organizing principle for most hospitality organizations. Chekitan S. Dev shows how the urgent battle for market share among brands requires savvy industry leaders to carefully assess social trends and consumer behaviors before implementing ever more elaborate and sophisticated amenities or deploying social media as marketing tools.

Combining Dev's own insights into what works (and what doesn't) in promoting hospitality brands with the hard-earned wisdom of global hospitality leaders, Hospitality Branding, Volume 2 presents widely applicable case studies and candid conversations to assist hospitality organizations in surviving, evolving, and thriving in today's competitive global business ecosystem.

Chekitan S. Dev is Singapore Tourism Distinguished Professor, Professor of Marketing, and Professor of Management at Cornell University's Nolan School of Hotel Administration in the SC Johnson College of Business.

Skillfully blending leading-edge academic thinking with vast industry experience, Chekitan S. Dev is at the very top of the list of world-class hospitality branding experts. Thought provoking and highly applicable, his book is an invaluable source of wisdom and insight.

Vikram Oberoi, CEO, Oberoi Hotels & Resorts:

A groundbreaking book that offers new ideas and actionable insights to my colleagues and me as we strengthen the Oberoi brand. I strongly urge my hospitality colleagues to read it for its many practical and impactful strategies to help hospitality brands thrive.