Award Date

3-2010

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Pat Moreo, Chair

Number of Pages

34

Abstract

First, this paper will explain the term “brand” in general (i.e. brand, brand equity, brand image, and brand extensions) and allow readers to understand the broad concept as they begin reading. The paper will then look into the growing importance of F&B business in the hospitality industry. From the overview of the industry’s branding strategies for their F&B business management, the readers will notice that the hotels in Korea have focused on brand extensions. This paper will then introduce and examine the case of Westin Chosun Hotel in Korea which property has been known for successfully using brand extension techniques for F & B business expansion. Suggestions will follow for multinational hotels’ F&B business growth.

Keywords

Branding (Marketing); Food service; Hospitality industry; Hotels; Restaurants – Marketing

Disciplines

Food and Beverage Management | Hospitality Administration and Management

Language

English


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