Brand Identity and Positioning in Selected Indian Chain Hotel Companies

Authored by: Saurabh Kumar Dixit , Abijith Abraham

The Routledge Companion To International Hospitality Management

Print publication date:  November  2020
Online publication date:  November  2020

Print ISBN: 9781138386372
eBook ISBN: 9780429426834
Adobe ISBN:

10.4324/9780429426834-26

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Abstract

The Indian hospitality industry has emerged as one of the key businesses driving the growth of the services sector and, thereby, the Indian economy. The impressive overall growth resulted in massive investment and expansion of the Indian hotel chains, along with the International hotel chains. Brand identity and positioning is the key to build a strong brand reputation and to gain a competitive advantage among the hotels. The chapter aims to identify the business strategies that the Indian chain hotels are employing to establish their brand identity and for effective product positioning. This aim is achieved by in-depth scrutiny and exhaustive comparison of the brand portfolios of selected Indian chain Hotels. The chapter starts with a detailed background to the theme and proceeds towards establishing theoretical linkage in strategies for branding and positioning within the Indian hotel chain companies. The discourse of the chapter also helps in identifying various corporate strategies the Indian Hotel Chain companies are applying to create the differentiated brand image for unique positioning in the hospitality market. It will further aid in ascertaining the similarities and uniqueness amongst these hotel chain companies.

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