Brand awareness assignment | Hilton hotel

RESEARCH PROJECT ON BRAND
AWARENESS IN HILTON HOTEL

Table of Contents
CHAPTER 1....................................................................................................................................1
1.1. Aim and Objectives..............................................................................................................1
1.2. Factors contribute to the progress of research project.........................................................2
1.4. Produce a research project specification..............................................................................3
1.5. Providing an appropriate and effective approach applied for gaining proper solution........4
CHAPTER 2....................................................................................................................................6
Literature Review........................................................................................................................6
CHAPTER 3....................................................................................................................................7
2.1.& 2.2. Research Methodology.............................................................................................7
CHAPTER 4....................................................................................................................................8
2.3. Record and collate relevant data..........................................................................................8
3.1. Appropriate research evaluation techniques........................................................................9
3.2. Interpretation and Analysis................................................................................................14
CHAPTER 5..................................................................................................................................14
3.3. Recommendation and Justification....................................................................................14
CONCLUSION.........................................................................................................................15
REFERENCES..............................................................................................................................16

CHAPTER 1
1.1. Aim and Objectives.
Introduction
Brand awareness refers to the extent to which customers are able to recall or recognise a
brand. Brand awareness is a key consideration in consumer behaviour, advertising management,
brand management and development of strategy. Brand awareness is the degree of consumer
awareness of brand and its related services as well as products. Brand awareness is the
profitability that customers are familiar about the availability and existence of services and
goods. Brand recognition and brand recall; both are the parts of brand recognition. It is very
important that customers are aware of the brand of company as if consumers are not aware than
it is not possible that company will grow more. The customers of Hilton Hotel are very much
aware of its brand (Min and Wood, 2017). This research project is based on brand awareness of
Hilton Hotel. The project will make understand aims and objectives of Research project.
Researcher is conducting research on brand awareness of Hilton Hotel. Primary and secondary;
both the researches will be conducted in research project. Literature review and research
methodologies are also conducted in this research.
Background of the study
Brand is the most essential asserts of the company. Brand is the name which recognized
by people or consumers. Brand is the unique design, symbols, logos or a mixture of all of these
in creating an image which the product or services t is identified. A branded product or services
is distinguished from others products and services. Branding is the procedure of creating and
spreading the name of brand (Pike and et.al., 2018). In order to win over the competitors in the
global as well as local market, it is very important to have brand equity. Brand not only builds
image but also helps to secure the trademark from an approved agency.
Rational of Study
The fundamental purpose for conducting research is to determine brand awareness of
Hilton Hotel. There are lots of problems arise when company is gaining a huge amount of profit
but they did not have brand awareness. So, it is very essential to have brand awareness in the
customers to have loyal customers towards the brand of an organisation. It is the most essential
to mention dimensions of brand. Hilton Hotel is facing the issue of rebranding. People are not
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aware of the brand of hotel. So, management of Hilton is planning to enhance the brand and
make people aware of branding (Levin, Chiliya and Musara, 2018).
Aim:
To analyse the effectiveness of brand awareness in raising sales and profitability of
Hotel: A study on Hilton
Research Objectives:
 To understand the concept of brand awareness
 To determine the relationship between brand awareness and company’s sales and
profitability
 To evaluate the effectiveness of brand awareness in raising sales and profitability of
Hilton Hotel
 To recommend the ways to raise sales and profitability through brand awareness at Hilton
Hotel
Research Questions:
1. What is the concept of brand awareness?
2. What is the relationship between brand awareness and company’s sales and profitability?
3. What is the effectiveness of brand awareness in raising sales and profitability of
Hilton Hotel?
1.2. Factors contribute to the progress of research project.
There are various factors that contribute to the progress of research project are as follows-
 Knowledge and experience of research- I will able to grow as well as develop
my understanding towards various kinds of issues and difficulties which Hilton is facing
in creating and managing brand awareness by conducting research.
 Area of interest- In this topic of research, I have gain high level of interest. Hilton
hotel is familiar and one of the biggest hotel in the world. This research project would
allow me to find out the various sets of strategy and plans which Hotel is constructing to
accomplish the awareness brand among its consumers.
 Future Scope- In this study of research, I will be able to grow and develop more
and more because this research is for the world famous hotel so my knowledge will also
upgrade and it will also very beneficial for my performance in future job.
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