How Westin Hotels and Four Seasons leveraged symbolic values to build their brands [electronic resource] / Maureen Brookes.
Material type:![Film](/opac-tmpl/lib/famfamfam/VM.png)
Animated audio-visual presentation with synchronized narration.
Bite-size case study extracted from the talk: Product specialization: how different brands compete.
Title from title frames.
Access restricted to subscribers.
This case study describes how Starwood developed the Westin chain of hotels as an upmarket, health-conscious brand by emphasizing service as well as symbolic and emotional values, and compares this to the way the Four Seasons hotel chain developed its image as a luxury brand.
Mode of access: World Wide Web.