Brand Management Research Project

This research project examines the importance of brand management for Hilton Hotels, a leading hospitality organization. It analyzes the role of brand management in development, identifies effective promotional strategies, and analyzes the challenges faced by Hilton in maintaining its brand image. The project utilizes both primary and secondary data collection methods, including questionnaires and literature reviews, to provide insights and recommendations for enhancing Hilton's brand performance.

RESEARCH
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Project outline and specification......................................................................................1
1.2 Identifying factors that contribute to the process of research project selection and factors
that motivated the choice........................................................................................................2
1.3 Literature review..............................................................................................................3
1.5 Gantt chart........................................................................................................................4
TASK 2............................................................................................................................................7
2.1 Efficiency of resources to research question....................................................................7
2.2 Research specification and procedures.............................................................................7
2.3 Data Collection.................................................................................................................7
TASK 3............................................................................................................................................9
1.1, 1.2 Project specification and factors that influence brand management.........................9
1.3 Literature review..............................................................................................................9
1.4 Research questions ........................................................................................................10
1.5 Research Methodology...................................................................................................11
2.3 Data Collection...............................................................................................................11
3.1 Description of methods to collect data ..........................................................................13
3.2 Data Interpretation..........................................................................................................13
3.3 Recommendation and justifications of areas for further consideration..........................16
TASK 4..........................................................................................................................................17
4.1 Appropriate media to present the outcomes of the research audience...........................17
CONCLUSION .............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Brand management begins with having a thorough knowledge of the term brand. It
defines institution value and developing promise in between customers and organization. It helps
to define the best following results for the company betterment. Trade name management
includes managing the tangible and intangible characteristics of brand. Present report will be
based on brand management of Hilton. Brand management is the assembling of various
marketing mix mediums for the better half performance (Kandampully, Zhang and Jaakkola,
2018). Branding is assembling of various marketing mix mediums into a whole process. Present
study will be going to express the possible research project outline specification. Further, In this
research topic will be explaining the role of brand management in terms of importance of making
more brand awareness in the market. Besides, it is the responsibility of marketing management
that helps to control the best performing goals.
TASK 1
1.1 Project outline and specification
Rationale
Brand social control is a function of marketing that uses techniques to increase the
perceived value. Brand governance positioning is the most important. Brand direction is one of
the most important parts for organisation through which they get high level of customer
satisfaction (Ariza-Montes and et.al., 2017). Besides, it is the process of improving, managing
and upholding a brand so that the name is associated with positive results. This includes various
aspects that help Hilton to grow up the best possible action plan. On the contrary, due to not
having good common ad on the market it might be gives company low preference level.
Hospitality industry is getting higher brand management stability in order to meet the needs of
organisation as well as customer requirements. In hospitality sector, most luxurious hotel chain
provides the best services to their most potential customers and goals. It helps to make the proper
changes and best improvise level of brand image in front of their customer level.
Overall study presented the importance of Brand management in order to promote the
company products and services. Further, study also more focused on some new skill
management in order to enhance the Hilton effective services and growth. Brand management
can developed the market positions, sales volume, global reach and attract number employees
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towards company as well. Present study affect the company in positive manner. On the other
side, if Hilton fails to beat the competition level within the company, they cannot get the full
satisfaction level from the customers.
Background
Hilton is the worldwide leading brand which is an American multinational hospitality
organisation that is situated in Virginia. Hilton itself is the big brand image in hospitality sector
who always provides the unique services to their customers (Barreda and et.al., 2016). Hilton
denotes the best leading resourceful item goals. Apart from that, it is another form of major goals
and effective performance making task.
Aim
“To identify the importance of brand management for promotional activity”. Case study based on
Hilton.
Objectives
 To assess the role of brand management in development process.
 To identify the ways of promoting brand of Hilton.
 To ascertain the challenges faced by Hilton in brand management.
1.2 Identifying factors that contribute to the process of research project selection and factors that
motivated the choice
Significance of research
Brand management investigation is the most important and significant inquiry topic that
helps to identify different new market trends and long lasting behavioural goals. Besides, it is the
most consumer leading factor that affects business leading sources. It is the most important and
appropriate challenging part (D’Annunzio-Green and Teare, 2018). The main purpose of brand
management is to full fill the long term goals and objectives of the company. Especially, it would
be helpful to make a positive brand personality in front of customers. The main purpose of the
brand image is to showing the good image in front of their potential customers. It helps to give
the best potential services and goals. It is the most important concept of marketing that helps to
control the best leading performing goals. Constructing a positive relationship with the target
market is vital for brand management. Brand management is more productive in the aspect of
utilising the all resources and goals. That helps to increasing the value of a product.
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Research is very important for new developments and ideas that might be adopted by the
company development. Present research become more new developing and new emerging new
making task. This is the best way to make the better way of performing new outcomes and
growth. Present research can help to judge the main purpose of brand management within the
organisation.
Factors affecting goals
The main purpose of this growth will help to target the audience knowledge and makes
the better services and growth (King, 2017). This would help to identify the customer attention
and best leading goals.
Factors that lead to brand management
 Analyse the competition level or quality of their products and services
 Focus on the brand logo and tag line.
 Develop a healthy brand reputation
 Seek the customer attention and good feedbacks.
1.3 Literature review
Brand management is the most important or essential part for the company through which
company can easily promote their product & services in better manner. Role of brand
management is the best leading source. It assists to set appropriate pricing and launch of new
product for developing new business opportunities. It assists to build a healthy relationship with
opportunities along with budget for conducting advertising and promotional items. It also helps
to analyse competitors and insight to forecast the sales with using relevant tactics. On the other
hand, Kandampully, Zhang and Bilgihan, (2015) stated that brand management tends to
demonstrate the marketing experience in similar environment.
Study will also presenting some of the theories of brand management to determine the
best service outcome results and goals. Brand management for Hilton is very much essential and
challenging for gaining the competitive edge in the market. Further study will be going to covers
some of the brand management theories such as theory of brand loyalty, the branding theory and
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value based brand theory. All these theories presenting the actual existing level of the company.
Overall, The main purpose of the study is that to enhance the importance of brand management
and its importance to keep sustained the Hilton brand value.
According to 7 Branding Approaches have to know about, (2017) there are 7 approaches
of branding can help Hilton to make the best following result outcomes and better goals services.
Economic approach of the branding is the part of traditional marketing mix. Besides, identifying
approach is the another approach of branding that helps to identifying the self image leads us to
certain shops. Companies as main brand value creators for example storytelling in marketing.
1.4 Research questions
Q1. What is the role of brand management in development process? (Secondary Question)
Q2. What are the ways of promoting brand management? (Primary Question)
Q3. What are the challenges that affect brand management of Hilton? (Primary Question)
1.5 Gantt chart
Project management plan
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Design 1 day Fri 4/13/18 Fri 4/13/18
Development of Project
Initiation Document 15 days Mon 4/16/18 Fri 5/4/18 1
Determining resources of
project 10 days Mon 5/7/18 Fri 5/18/18 2
Formulation of goals and
objectives 6 days Mon 5/21/18 Mon 5/28/18 2,3
Setting deadlines 1 day Tue 5/29/18 Tue 5/29/18 4
Gathering Team 15 days Wed 5/30/18 Tue 6/19/18 5
Develop 1 day Wed 6/20/18 Wed 6/20/18 6
Conducting meeting 10 days Thu 6/21/18 Wed 7/4/18 5,7
Scope of project 5 days Thu 7/5/18 Wed 7/11/18 8
Collection of data 10 days Thu 7/12/18 Wed 7/25/18 9
WBS structuring 10 days Thu 7/26/18 Wed 8/8/18 10
Planning of budget 14 days Thu 8/9/18 Tue 8/28/18 11
Implement 1 day Wed 8/29/18 Wed 8/29/18 12
Assuring quality 20 days Thu 8/30/18 Wed 9/26/18 13
Training of team 10 days Thu 9/27/18 Wed 10/10/18 14
Evaluate 1 day Thu 10/11/18 Thu 10/11/18 15
Change control integration 21 days Fri 10/12/18 Fri 11/9/18 16
Monitoring and control of
project 10 days Mon 11/12/18 Fri 11/23/18 17
Checking of quality 15 days Mon 11/26/18 Fri 12/14/18 18
Closure 1 day Mon 12/17/18 Mon 12/17/18 19

Evaluation of project 15 days Tue 12/18/18 Mon 1/7/19 20
Areas of modification 10 days Tue 1/8/19 Mon 1/21/19 21

Gantt chart
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TASK 2
2.1 Efficiency of resources to research question
Time: Time is the most effective tool or technique that helps to give project success and
best leading sources. Every project has some set of starting or ending date. Time helps to make
the effective policies and procedures which is required for managing the project goals. Present
research process will be completing in within 3 months.
Cost: cost is the another most effective and best leading element that helps to connect the
project goals to the objectives. It helps to make the proper budget or monitors the cost in
appropriate manner. This helps to make the decision making on unexpected or extra costs.
Present project management will includes cost of £400.
Resources: Resources helps to collect the all sources together to make a particular target
approach market. This would help to control the best leading resourceful goal. Present project
will be using All kinds of resources helps to make project successful such as financial, human
resource, natural etc.
Quality: it is the another component which makes project more efficient and
successfully. Quality just the most necessary element that Hilton needs to maintained. Branding
must have includes proper quality assurance that affect the better environmental goals.
2.2 Research specification and procedures.
Brand management is the most essential target market goals that helps to connect the best
resourceful goals and leading market challenges. That helps to define the importance of company
values. In order to conduct the present study, this required a planning organising implementing
and controlling. Research collects all required information and goals through all process has
done. Present research has been used of different research methodology results in order to keep
the management task. Apart from that, it develops the new emerging new market growth.
2.3 Data Collection
Primary Data Collection
Questionnaire
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Name:
Age:
Gender:
1. Does brand promotion increases the productivity of Hilton hotel?
 Yes
 No
 Cannot say
2. Word of mouth considers the most trusted source of communication to increase productivity
in the chosen enterprise.
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree
3. Which is the most effective strategy for brand promotion of products and services of Hilton
hotel?
 Customer contact
 Event management
 Wall paintings
 Any other (please specify)
4. Which type of strategy is useful for brand management to increase productivity?
 Availability
 Good advertising
 Low price and cost
 Word of mouth
5. What thing generally influences customers towards chosen business?
 Attractive place
 Display and advertising
 Brand image
 Offers and discount
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TASK 3
1.1, 1.2 Project specification and factors that influence brand management
In current scenario, customers are conscious about their health services. Hospitality
sector is the fast growing sector who always focused on the customer service. Besides, this
makes the best leading source (Why Brand management is a key success factor for modern day
marketers, 2018). The main purpose of choosing this research topic is to attract number of more
clients for Hilton, maintained employee relationship, to keep the brand long lasting, etc.
1.3 Literature review
Role of brand management in the development process
As per the views of Cheung, Kong and Song, (2014), brand management considers the
strategy which includes guidelines, vision and value proposition for short and long term results.
To accomplish the desired position, advertising and marketing activities help to develop strong
communication skills which need to maintain a good relationship and create external contacts as
well. It helps to obtain a desired level position with analytical and ambitious effectiveness to
perform several functions and operations.
According to the viewpoints of Kim, Choe and Petrick, (2018), brand awareness is plays
a major key element which consists of development process to increase understanding in
marketing mix, that helps to different more opportunity for the company. It determines an
appropriate functioning and work with strong focus on results. Therefore, business can progress
with marketing activities that encourage towards innovative functioning.
Ways of promoting brand of Hilton
As per the views of Šerić, Gil-Saura and Ruiz-Molina, (2014) social media is one of the
important perspectives which develops brand promotion in a systematic way. In this regard, right
platform must be implemented that increases effectiveness of business with social network. It
helps to build community with using Facebook, Instagram, Twitter, etc. Hence, photos and video
can be shared to provide appropriate value in the enterprise. It builds relationship with target
customers to increase positive experience. Besides this, King, (2017) generated their views that
another way to develop and promote brand of Hilton hotel is determining authenticity in which
social media develops brand performance in a positive manner. It also assists to deal with
innovative functions and operations in a systematic manner. For further development process or
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to enhance the brand of the Hilton in global market. Hilton can adopt some different and great
theories of brand such as Hilton can adopt theory of brand loyalty which explains the
relationship of customers psychology with the brand of a company. These theories and
approaches can easily develops the better understanding of the market and customer. It also helps
to promote the popularity of the company in the long term market. As per this define theory
every consumer having three aspects to see the company branding is that Emotional attachment,
brand evaluation and behaviour aspect. In order to full fill those aspects Hilton needs to make
their potential customers alive and satisfied. Another theory of brand management that can
adopted by the company is value based brand theory which defines the to build long term
customer value by identifying customer needs and wants. As per this theory customer os the
supreme spirited contrivance to defeat the competitors.
Challenges faced by Hilton in brand management
According to the Kandampully, Zhang and Bilgihan, (2015), it can be said that expected
outcomes continuously develop to gain effective marketing channels. However, access of
marketing channels is one of the major challenge that are faced by Hilton Hotel to attract several
customers. In order to meet out this challenge company needs to hire good marketing manager
which affect the Broadcasting channels such as Hello and social video is one of the major
perspectives to gain results to make total sense. Virtually, every person in marketing understands
a vital role of social media in terms of reaching. On the other hand, Kandampully, Zhang and
Jaakkola, (2018) interpreted that Facebook, Twitter and other campaigns create challenges
addressing specific demographics. In order to gain significant advantages, it is the major
challenge to pay proper attention.
During brand managing or some new development areas. It love to discover the new
emerging new developing results. Apart from that, company facing some challenges with
promoting branding such as Competition level, new development of marketing goals. New
changes in lifestyle of market.
1.4 Research questions
Q1. What is the role of brand management in development process? (Secondary Question)
Q2. What are the ways of promoting brand management? (Primary Question)
Q3. What are the challenges that affect brand management of Hilton? (Primary Question)
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1.5 Research Methodology
Research approach: Research approach is the most distinct element that would help to
full fill the leading goals. There are two types of research approaches i.e. Inductive and
deductive. Inductive approach would contribute in new theories and generalizations. Besides,
Adductive research starts with surprising facts or puzzles. Present study will use Abductive
approach. So that, researcher can easily find out some more facts and figures to define the
research project more appropriately. it helps to take care of the developing new method or goals.
Research philosophy: Investigation philosophy is another distinct element of inquiry
methodology. There are two types of major philosophical approaches i.e. positivism and
interpretivism (Piehler, Grace and Burmann, 2018). interpretivism approach involves the
integration of human interest into a study. Besides, positivism in social science emphasises on
qualitative over quantitative analysis. Present study will be taking interpretivism approach in
order to complete the research. interpretivism in which researcher can easily identifies the study
with the help of taking human interest.
Research design: This is another research design which is very much important for the
research goals that includes qualitative and quantitative inquiry methods. Further, it gets divided
into qualitative and quantitative method that better level of performance. Present study has been
taken Qualitative research design which helps to critical the data and facts to determine the nest
outcome results.
2.3 Data Collection
Themes
Theme 1: Brand promotion increases the productivity of Hilton hotel
1. Does brand promotion increase
productivity of Hilton hotel?
Frequency
Yes 18
No 1
Cannot say 1
Theme 2: Customers are strongly agreed with word of mouth which considers the most trusted
source of communication to increase productivity.
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2. Word of mouth considers the most
trusted source of communication to increase
productivity in the chosen enterprise?
Frequency
Strongly agree 14
Agree 2
Neutral 2
Strongly disagree 1
Disagree 1
Theme 3: Customer contact is the most effective strategy for brand promotion of Hilton hotel
products and services.
3. Which is the most effective strategy for
brand promotion of Hilton hotel products
and services?
Frequency
Customer contact 16
Event management 2
Wall paintings 1
Any other (please specify) 1
Theme 4: Availability of the company consider good strategy for brand management that
increases productivity.
4. Which type of strategy is useful for brand
management to increase productivity?
Frequency
Availability 12
Good advertising 6
Low price and cost 1
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Word of mouth 1
Theme 5: Brand image is an important thing which generally influences customers towards
selected enterprise.
5. What thing generally influences
customers towards chosen business?
Frequency
Attractive place 2
Display and advertising 1
Brand image 15
Offers and discount 2
3.1 Description of methods to collect data
There are two types of data collection methods i.e. primary and secondary source. Direct
explore tool generates the better reliable information and goals. Primary research is based on the
new facts (Sharma and Rather, 2016). Besides, secondary research is based on the existing data
through sources like books, journals and online articles. Present study uses both the data
collection tools.
3.2 Data Interpretation.
Interpretation 1: Response of maximum respondents can be stated that there are 18
respondents who said that brand promotion helps to increase productivity level of Hilton Hotel.
Furthermore, there is one respondent said that brand promotion not increase any productivity to
develop significant advantages in systematic manner. It assists to focus on development of
business to attain more creativity. Remaining 1 person said that it cannot be said that brand
promotion increase productivity of the company or not. As per secondary information, it can be
analysis that brand management play important role to increase productivity. Therefore, Hilton
hotel must focus on managing brand image to perform several functions and operations in
systematic manner.
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Interpretation 2: As per the given analysis, it has been concluded that out of 20
customers. 14 of them agreed with that mouth publicity is the most useful source through
customer get assure about the company performance. Besides, 2 of them stated they also agree
with the statement. Out of all respondents 1 customer disagree or said that he is not believed on
mouth publicity. Overall, it has been cleared out that, mouth publicity is the best marketing
promotional source to define the best outcome results in order to meet out the goal services.
Hilton needs to measure effective marketing activities in order to meet out the overall needs and
wants of the customers.
Interpretation 3: As per the analysis of this interpreted question, this stated that it brings
the best resourceful and leading growth channel. As per this question, it makes sure that out of
20 customers, out of 20 respondents, 16 of them suggested that customer contact is the most
15
18
1
1
Yes
No
Cannot say
14
2
21
1
Strongly agree
Agree
Neutral
Strongly disagree
Disagree

appropriate and leading source that helps him to get the better resourceful facts. Apart from that,
event management is another strategy that helps customers to get attract towards the company
services. However, it has been found that, according to respondents customer contact is the way
to lead other customers and profit for the company. Hilton needs to enhance the customer service
and applied method to take more buyers data.
Interpretation 4: it has been stated that out of 20, 6 of them will generate. This also
helps to control the better resourceful goals. According to customer low price and cost is the
motivational factor of them is useful to get company services. Out of the research it has been
analysed that, Availability of resources is very required to full fill all customer company
requirements.
16
16
2
11
Customer contact
Event management
Wall paintings
Any other (please
specify)
12
6
1
1
Availability
Good advertising
Low price and cost
Word of mouth

Interpretation 5: Response of maximum respondents suggested that brand image is the
most influential element that attracts customers towards business the business services. On the
basis of this interpretation, it has been observed that 15 number of respondents thinks that
company brand image influence customers towards the services of company.
3.3 Recommendation and justifications of areas for further consideration
Hilton requires taking over the productive brand positioning in the market or as per the
competition level. Hospitality industry is the most valuable and leading sector in terms of great
efforts. Besides, company also needs to adopt the best approachable brand marketing strategies.
Brand performance is another distinct level of performance that affect the business
performance goals and also helps to conduct the better quality performance. For that, Hilton
needs to audit their own performance at periodical manner. Organisation needs to maintained
their position in long term market by applying the best brand value or by given better customer
services to their clients (Martínez and Nishiyama, 2017). Besides, brand also get affected by
employees. This would help to identify the best quality performance goals. It has been
recommended by the company to keep the company environment positive and according to the
needs and wants of the customer. It helps to earn the customer loyalty and trust towards the
company objectives and goals. Overall, Hilton makes new creative and innovative styles of
product to get more brand value. Hilton should needs to adopt new branding and developing
results and outcomes that affect the business ideology and goals. Overall, it generates new
17
Attractive place
Display and advertising
Brand image
Offers and discount
0 2 4 6 8 10121416
2
1
15
2
Frequency

emerging developing result outcomes. Besides, company can also needs to focused on branding
in order to meet out the market sustainability.
TASK 4
4.1 Appropriate media to present the outcomes of the research audience
In order to conduct overall research methods or data collection approach. Researcher has
been using different source of management goals. Apart from that, it also helps to contribute in
better resourceful manner. Researcher also has been taken help from media, internet, journals,
books and other sources. This helps to make the better quality performance and also helps to
make the good level of goals (Perera and Perera, 2018). This research has taken 20 customers to
ensure the importance of brand management goals. Appropriate research goals and methods
would be helpful to collect the valid information to present in a systematic manner. Besides,
other different media tools has been taken to justify the output level of research. This has been
cleared that customers are looking for an amazing service in order to fulfil the market
performance (Martínez and Nishiyama, 2017). Study has been presenting different research
methodologies or research that helps to meet out the research aims and objectives. Apart from
that, study also presenting data, graphs and table with the help of some research techniques.
On the basis of primary research, large number of respondents were suggested that yes
branding is the most required for developing the market growth opportunity. In order to meet out
the best outcomes and growth.
CONCLUSION
On basis of above research, it has been concluded that brand management is the most
appropriate tool to expand marketing services of company. On the basis of overall research goals
and also it has been concluded that, brand management is the most essential and best leading
element that helps to connect the best following reasons. Present study concluded that, Hilton
should needs to maintained the proper leading resourceful goals. Overall, also it has concluded
that, as per the maximum respondents. They sated the good response towards the brand image of
Hilton.
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REFERENCES
Books and Journals
Ariza-Montes, A and et.al., 2017. Employee responsibility and basic human values in the
hospitality sector. International Journal of Hospitality Management. 62. pp.78-87.
Barreda, A. A., and et.al., 2016. Online branding: Development of hotel branding through
interactivity theory. Tourism Management. 57. pp.180-192.
Buil, I., Martínez, E. and Matute, J., 2016. From internal brand management to organizational
citizenship behaviours: Evidence from frontline employees in the hotel industry. Tourism
Management. 57. pp.256-271.
Cheung, C., Kong, H. and Song, H., 2014. How to influence hospitality employee perceptions on
hotel brand performance?. International journal of contemporary hospitality
management. 26(8). pp.1162-1178.
D’Annunzio-Green, N. and Teare, R., 2018. Reflections on the theme issue outcomes: Is talent
management a strategic priority in the hospitality sector?. Worldwide Hospitality and
Tourism Themes. 10(1). pp.124-130.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management. 30(1). pp.21-56.
Kim, S. S., Choe, J. Y. J. and Petrick, J. F., 2018. The effect of celebrity on brand awareness,
perceived quality, brand image, brand loyalty, and destination attachment to a literary
festival. Journal of Destination Marketing & Management.
King, C., 2017. Brand management–standing out from the crowd: A review and research agenda
for hospitality management. International Journal of Contemporary Hospitality
Management. 29(1). pp.115-140.
King, C., 2017. Brand management–standing out from the crowd: A review and research agenda
for hospitality management. International Journal of Contemporary Hospitality
Management. 29(1). pp.115-140.
Manhas, P. S. and Tukamushaba, E. K., 2015. Understanding service experience and its impact
on brand image in hospitality sector. International Journal of Hospitality
Management, 45, pp.77-87.
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