The second volume of Hospitality Branding brings together new insights and case studies that reflect evolutions in the study of hospitality branding. In recent years, the brand has become preeminent as the key to success. Previously, business strategy started with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise and has become the chief organizing principle for most hospitality organizations. Chekitan S. Dev shows how the urgent battle for market share among brands requires savvy industry leaders to carefully assess social trends and consumer behaviors before implementing ever more elaborate and sophisticated amenities or deploying social media as marketing tools. Combining Dev's own insights into what works (and what doesn't) in promoting hospitality brands with the hard-earned wisdom of global hospitality leaders, Hospitality Branding, Volume 2 presents widely applicable case studies and candid conversations to assist hospitality organizations in surviving, evolving, and thriving in today's competitive global business ecosystem.