This chapter analyzes the corporate branding of Sol Meliá, the 12th largest hotel chain in the world. It illustrates how branding has been moving upwards and becoming the core of the company's organizational structure and corporate strategy. The case shows that the company's branding process represents a high level of research and analysis, a strong relationship between brand strategy and financial management, and an increased involvement of customers and employees. The evaluation of the company's brand equity provides a new powerful tool to structure the company's long-term strategy and to strengthen its position in the marketplace. Furthermore, Sol Meliá's branding strategy illustrates a change toward an open-networking innovation culture.
del Olmo, L. and MarÃa Munar, A. (2009), "Chapter 16 STRATEGIC BRANDING IN HOSPITALITY The Case of Sol Meliá", Cai, L.A., Gartner, W.C. and María Munar, A. (Ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Vol. 1), Emerald Group Publishing Limited, Bingley, pp. 219-232. https://doi.org/10.1108/S2042-1443(2009)0000001018Download as .RIS
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