Marketing: From Brand Multiplicity to Brand Authenticity

Dr Elisa Chan | October 26, 2021

By Dr. Elisa Chan Before the pandemic, hotel brands were at a crossroads with increasingly brand agnostic consumers and ever-expanding brand portfolios. But there is evidence that the pandemic may have led to consumers’ renewed appreciation for a well-recognized brand name that assures quality and instills trust. This change in consumer behavior will impact brand management strategies in several significant ways.   De-emphasizing brand-proliferation strategies In 2010, room demand jumped 6.5% as the industry emerged from a recession. This marked the beginning of a decade-long, demand-fueled brand proliferation that now provides...