Brand Development via Digitalization and Social Media Usage in Hospitality Industry: A Theoretical Perspective

OpenAlex İngilizce

Branding is known over the time as an activity 'to distinguish the goods of one producer from those of another' (Keller, 2013:30). The word brand finds its origin from the Old Norse 'brandr', which means “to burn”. It is clear that in ancient times farmers were concerned with the necessity to mark their cattle in order to identify own. As soon as times have changed, the idea to identify own production and differentiate it from competitors is still in the center of branding activity (Keller, 2013:30).According to the American Marketing Association (AMA) (https://www.ama.org/topics/branding/ Access date: 21.04.2023), the term 'brand' means a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”.