Summary
Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers benefit from more choices and do more research before making a purchase. Forrester's research proves that being trusted, remarkable, unmistakable, and essential (TRUE) drives brand resonance and can secure consumer brand preference, referral, and pricing power. This report reveals Forrester's TRUE brand compass results for 10 hotel brands and analyzes which dimensions of a TRUE brand are important drivers of a resonant hotel brand.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).