Faculty & Research
Brand Management Roundtable
April 2 - 3, 2012: Brand Management Roundtable
Sponsored by:
Brand Management Roundtable Program
Brand Management Roundtable Photographs
May 5 - 6, 2011: Brand Management Roundtable
Sponsored by:
Brand Management Roundtable Program
Brand Management Roundtable Photographs
Brand Management Roundtable Proceedings
The goal of the first Cornell Hospitality Brand Management Roundtable, organized by Chekitan Dev and sponsored by Hilton Worldwide, was to significantly, permanently, and positively affect the management of hospitality brands. To that end, Dev invited eleven "provocateurs" to make presentations designed to stimulate discussion on key brand management issues, and an additional two dozen brand leaders, consultants, and professors to participate in the day-long event. With a focus on hospitality brands, the provocateurs examined the elements of a global brand, analyzed the pillars of brand growth, and explained the value of amenities to brand identity. A particularly interesting idea involved the question of which brands add the most value to a hotel reflagging, taking into account the fact that without a brand the deal probably would not be done at all. The challenges of reorganizing a company to support brand extensions were depicted in the case of the Taj Group of brands, along with the issues involved in when and how to use co-branding in the lodging industry. Design as a key element of branding was explored, with examples of how careful design touches can set a brand apart from its competitors. The roundtable also included a critical element that is not always part of the brand development discussion but needs to be, legal issues.
Key themes that emerged across all presentations included paying attention to global trends, benchmarking against the best brands, making decisions about brand standards (amenities) based on scientific research, focusing on driving brand value for all stakeholders, rethinking metrics for brand performance, creating logical and sustainable brand architecture, protecting brand rights, and focusing on brand elements that drive guest and associate engagement. The roundtable provided participants an opportunity to showcase their thought leadership, offer insights, and learn from some spirited and informative discussions.