Cayuga recognizes that brands have become the central organizing principle for most hospitality organizations, guiding every decision and every action. They make up a large part of the market value of many successful companies. While making money is the end, making brands profitable has become the means #1. Using the latest in award-winning research and thought leadership on this topic, Cayuga helps clients create and manage brands for increased customer loyalty, market advantage and profitability.
Cayuga’s Services:
- New Brand Development
- Brand Revitalization
- Formulating Brand Strategy and Plans
- Brands Standards Development
- Brand Performance Monitoring
- Brand Acquisition and Integration
- Brand Loyalty Measurement
- Brand Extension
- Brand Positioning
- Brand Testing
- Brand Implementation
- Brand Promotion
- International Brand Expansion
- Co-branding
- Re-branding and De-branding
- Brand Portfolio Management
- Guarding Brand Integrity
- Brand Defense in Legal Disputes
Cayuga’s experts
Dr. Chekitan S. Dev is an associate professor of marketing and brand management at Cornell University's School of Hotel Administration. An active consultant, seminar leader, keynote speaker and expert witness, Dr. Dev has worked with hotel, restaurant and destination brands in over 35 countries on 5 continents including Disney, Ritz Paris, Marriott, Hilton, Four Seasons Mumbai, Ritz-Carlton Bali, Jumeirah, Rosewood, Peninsula, ACCOR, Taj, InterContinental, Westin, Holiday Inn, Moevenpick, Posadas, DeVere, Chandris, HOTUSA, Crystal Cruises, YUM, Select Restaurants, Jamaica, Aruba, Austria, Ireland, Greece, Jordan and many others. Dr. Dev has presented at events organized by several international organizations and been quoted in The Wall Street Journal, New York Times, TIME, USA Today, on NBC Nightly News and National Public Radio. A prolific scholar and thought leader, Dr. Dev has published over 60 research papers on strategic marketing and brand management in leading peer-reviewed journals including The Harvard Business Review, Journal of Marketing, Journal of Service Research, Journal of Retailing, Journal of International Business Studies, and The Cornell Quarterly.
Dr. Gregory Dunn is Vice President and Director of Insights for Ypartnership, a worldwide advertising, public relations and marketing services company headquartered in Orlando. Responsible for composing, managing, implementation and interpretation of qualitative and quantitative marketing research projects authored by Ypartnership. Also plays an active role in the development of corporate brand strategy including concept development, positioning, testing, and implementation using the Ypartnership proprietary BrandRing™ branding process. More than 20 years of experience in various industry disciplines working in both management and marketing positions with the Sea Island Company, The Boca Raton Resort and Club, The Greenbriar, Radisson, Sea Palms Resort, the Walt Disney Company and Norwegian Cruise Lines. Also serves as an associate professor in the School of Hotel and Restaurtant Management at the University of South Florida, specializing in teaching and research in the areas of consumer behavior, strategic management, gaming and tourism.
Brand Case studies and related articles:
- Case Study: “The Coporate Brand: Help or Hindrance?”
- Article: “A Positioning Analysis of Hotel Brands Based on Travel-Manager
Perceptions”
- Article: “Brands Across Borders, Determining Factors in Choosing
Franchising or Management Contracts for Entering International Markets”
- Article: “Brand Extension and Customer Loyalty, Evidence from the Lodging
Industry”
- Article: “Jury Awards 10 million to Owner of Rtiz-Carlton Bali; At Core of Case – A Material Breach of Loyalty Displayed by Marriott International”
