TOPIC 3 (WEEK 3) Branding is about establishing a relationship with target markets. By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. Choose a hotel brand of your choice and use references to (1) business and academic articles as well as to (2) the brands current communication strategies to discuss the brand identity and the value proposition (think of functional and emotional benefits; give a look at HYPERLINK “http://belovedbrands.com/tag/claims/” http://beloved-brands.com/tag/claims/). What is the Unique Selling Proposition? Is this a strong brand? OR TOPIC 4 (WEEK 4) Considering the presentation on Viral Nation and this article on public relations (among other sources you may identify), discuss the importance of influencer marketing for a hospitality or tourism organization (of your choice) as a result of a crisis that may affect that organization. Use examples to justify your arguments. Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36. First write a summary of this article, outlining your key learning points and second, discuss the respective strengths and weaknesses of social media and influencer marketing as compared to traditional advertising.