Branding, brand equity, and brand extensions

Hotel Brand Strategy

“…The strategic management of satisfaction is of utmost importance in today's crowded marketplace, where customers are overwhelmed with lodging choices (O'Neill and Mattila 2004). For example, in 2008, Kim identified at least twenty-five different brands in the extended-stay segment alone (Kim 2008). Such a competitive environment requires attention to guest satisfaction.…”

Legal Protection Toward Famous Brand as an Intangible Asset in Indonesia

“…The overall equation of the element is a standard for determining the existence of an equation that corresponds to a similar entirentist doctrine [2]. In this case the brand requested to be registered is a copy or reproduction of another person's brand.…”

“…elements arranged in such a way as to create the same impression as the brand of another person's product), the meaning and combination of elements or similarities in the speech in the brands. The definition of equality regulated in this explanation is in accordance with the doctrine of "nearly resembles" [2], which considers a brand to have similarities in common with other people's brands if it is identical or nearly resembles other people's brands, which can be based on the similarity of the image, word order, color or sound. Based on the description above, this is in accordance with the Law Certainty theory which contains two senses, namely first, the existence of general rules makes individuals know what actions are or should not be done, and second, in the form of legal security for individuals from government abuse because with the general rules, individuals can find out what the state can charge or do with individuals [18].…”

“…The trend of increasing trade flows of goods and services continues in line with national economic growth. In connection with law, brand as an important element of trade sector is one of the subjects protected by law in many countries [1,2]. In Indonesia, the Law governing the brands is stipulated in Law Number 20 of 2016 concerning Trademarks and Geographical Indications.…”

How extended hotel brands affect the Lodging Portfolio

“…The US lodging industry has experienced a rapid growth with an explosion of new brands that have led to increased competition and market saturation. There were around 285 hotel brands around the world in 2006, which makes it diffi cult for consumers to evaluate, especially among those hotels within a similar price range ( Kim, 2008 ). Trivedi and Morgan (1996) investigate the brand-specifi c heterogeneity and market-level brand switching among various different product categories.…”