Master of Hospitality Administration
First Committee Member
Pat Moreo, Chair
Number of Pages
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.
Branding (Marketing); Food service; Hospitality industry; Hotels; Restaurants – Marketing
Food and Beverage Management | Hospitality Administration and Management
Kim, Claire Hyun Jung, "Brand extensions for hotels’ food and beverage expansion to the outside of property: A case of Westin Chosun Hotel in Korea" (2010). UNLV Theses, Dissertations, Professional Papers, and Capstones. 611.