Providing a step-by-step guide to the brand co-creation and branding process in the hospitality and tourism industry, the volume identifies cutting-edge measurements, strategies, and metrics for capturing and measuring brand co-creation and highlights best practices in implementing brand management marketing strategies.

Raouf Ahmad Rather is an Independent Scientific Researcher in Jammu and Kashmir, India. His research centers on customer/brand co-creation, customer engagement, customer experience, and tourism crises/pandemic. Listed on Stanford's Top 2% of Scientists, he has published many articles in top tier journals. He has also published book chapters. He is the recipient of Service Industries Journal's Best Paper Award (2020). His work has also been presented at numerous international conferences, such as the Academy of Marketing Science World Marketing Congress and the Global Conference on Services and Retail Management. He is the editor of the book Contemporary Approaches Studying Customer Experience in Tourism Research (Emerald Publishing). He also serves as an editorial board member for Current Issues in Tourism, Journal of Hospitality and Tourism Insights, among others.