This response uses the article Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime Value by Chekitan S. Dev and Laure Mougeot Stroock.
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Branding has a number of benefits:
1. Memorability - makes it easy for customers to remember the good service they received at the hotel because they recognize the name, logo, and taglines
2. Loyalty- branding makes it easier to customers to keep coming back; they want to be loyal to a hotel with a high level of service and quality.
3. Familiarity - if people see the branding repeatedly, they become familiar with the brand. Customers like to spend money where they are familiar with the company.
4. Premium price incentive - with a well-branded message, a company can charge more because ...
Discusses branding and product lines using Rosewood Hotels as an example.