TY  - CHAP
AB  - 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.
VL  - 1
SN  - 978-1-84950-720-2, 978-1-84950-721-9/2042-1443
DO  - 10.1108/S2042-1443(2009)0000001018
UR  - https://doi.org/10.1108/S2042-1443(2009)0000001018
AU  - del Olmo Luís
AU  - María Munar Ana
ED  - Liping A. Cai
ED  - William C. Gartner
ED  - Ana María Munar
PY  - 2009
Y1  - 2009/01/01
TI  - Chapter 16 STRATEGIC BRANDING IN HOSPITALITY The Case of Sol Meliá
T2  - Tourism Branding: Communities in Action
T3  - Bridging Tourism Theory and Practice
PB  - Emerald Group Publishing Limited
SP  - 219
EP  - 232
Y2  - 2024/04/19
ER  -