publication . Bachelor thesis . 2015

Branding Strategies within International Hotel Chains : A case study of Lithuanian Market

Maseviciute, Kamile; Gueorguieva, Nicole; Georgiev, Petar;
Open Access English
  • Published: 01 Jan 2015
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Country: Sweden
Abstract
Background: The hospitality industry, especially the hotel business, is a relatively new, and rapidly growing industry in Lithuania. The last two decades resulted in a significant expansion of the local hotel market, as well as of operations of international hotel chains. Thus, competition among actors in the industry, along with the companies’ need to differentiate their offerings from those of competitors, has risen. Branding strategies are increasingly used by companies for achieving better positioning on the market, as well as for gaining a competitive advantage and customers’ loyalty. Knowing that global brands play an important role for firms’ visibility o...
Subjects
free text keywords: Branding, Brand Identity, Business Tourism, Hospitality Industry, Hotel Industry, Lithuanian market, Standartization and Customization, Radisson Blu, Comfort Hotels, Holiday Inn
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