BRAND or
UNBRAND ?
By Ted Teng
“ Is my hotel better off branded or unbranded ?” I was asked this question often when I was the president & CEO of The Leading Hotels of the World for over ten years . First , I would correct them that it is not branded or unbranded but rather the consideration is individually branded , or chain branded . A brand is a name that stands for something in the minds of the targeted audience . The Villa d ’ Este on Lake Como is just as loved of a brand to its customers as the Marriott brand is to its frequent travelers .
86 ILHA