Cutting a Bald Man’s Hair

Georges Panayotis | December 8, 2016

by Georges Panayotis Franchise contracts are based on a reciprocal commitment between the investor-operator and the brand. Since investment funds set their sights on the hotel industry, such contracts have run into serious pitfalls. More concerned about seeing share prices climb on the stock exchange, financial shareholders have driven corporate communication to the detriment of brand marketing, thereby weakening awareness, the image and the attributes that make up the essential capital of any consumer brand. The marketing budget is already desperately tight in the hotel world and any slowing down is felt rapidly. Groups have contented ...