Dual branding: a case study of Wyndham
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 17 July 2018
Issue publication date: 23 August 2018
Abstract
Purpose
The purpose of this paper is to analyze the theory and implementation of dual branding. The authors explore whether dual branding is a positive choice for two hotel brands belonging to the same firm and operating under the same roof, in this case, a Wyndham and a Wyndham Garden branded property.
Design/methodology/approach
A case study methodology was employed. In-depth interviews were conducted with managers regarding their decisions and implementation of a dual branding strategy.
Findings
The authors reveal the organizational, operational, technical, marketing, financial, economic and technological challenges experienced before, during and after the dual branding transition. Moreover, they reveal the results of the implementation and its consequences to the hotel and its customers. A conceptual model is presented with the goal of assisting and facilitating the investigation, analysis, choice and implementation of dual branding by hoteliers.
Originality/value
The present research expands the existing body of knowledge, bridges the theory and practice of branding in the lodging sector, advances dual branding theory and provides insightful implications for scholars and managers alike.
Keywords
Citation
Ronzoni, G., Torres, E. and Kang, J. (2018), "Dual branding: a case study of Wyndham", Journal of Hospitality and Tourism Insights, Vol. 1 No. 3, pp. 240-257. https://doi.org/10.1108/JHTI-03-2018-0016
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited