Man-aging Brand Equity

The Frame work of the Scheme above are Replication of research conducted by Keshav Prasad and Chekitan S. Dev.

Other proprietary and intellectual property rights belong to respective researcher. 

Keshav Prasad, M.B.A, is director, hotel practice, with J.D. Power & Associates «Keshav.Prasad@jdpa.com». Chekitan S. Dev, Ph.D., is an associate professor of marketing at the Cornell University School of Hotel Administration, which offered support through its summer research program «csd5@cornell.edu». The authors appreciate the encouragement received from Bill Carlson, formerly of Promus Hotel Corporation and currently with Choice Hotels International. The brand names used in the article are invented. We invite companies that own nationwide hotel brands to contribute their data so that we can empirically demonstrate the usefulness and validity of the approach suggested in this article.