In recent years, many hospitality, hotel and restaurant firms have realized the strategic importance of co-branding . Particularly, some hotels face with diminished marginal profit from F & B. International hotels have started to utilize co-branding applications and strategies, such as making alliance with a prominent restaurant chain, to decrease these problems. Strategic management of branding in the hospitality sector is very critical, given that firms in the hospitality sector are involved in a competitive tourism market and hence deals with strong rivals . Companies in the hospitality sector (hotels, restaurants, etc.) prioritize research based branding to a specific customer target group in order to consolidate an outstanding corporate identity and service quality. They aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are of primary significance for hospitality firms. The primary aim of writing this book on this subject is to present the subject matter in a concise and an intelligible form, keeping in view the needs of the average student.
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