Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are of primary significance for hospitality firms. The achievement of a distinguished designation necessitates utilizing research based and strategic branding techniques and suggestions. One major branding strategy particularly for international firms is co-branding. Nevertheless, there are scarce studies which examine the role of strategic co-brand management in the hospitality sector. This review paper aims to critically discuss the current position of strategic co-branding in the hospitality sector and possible problems involved in this issue. Recommendations for future research on co-branding of hospitality firms within the strategic management paradigm are provided. Furthermore, managers in the hospitality sector are given suggestions for enhancing strategic management of co-branding in hospitality and particularly in destination firms.