Brand Management

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1 Explain the importance of branding as a marketing tool and how they help to meet the
needs of business. .......................................................................................................................1
P2 Analyse the key components for successful brand strategy for building and managing
brand equity.................................................................................................................................4
SECTION 2......................................................................................................................................7
P3 Analyse the different stages of brand portfolio management, brand equity management and
brand hierarchy............................................................................................................................7
P4 Evaluate the brands collaboratively and in partnership both at domestic and global level.. .9
P5 Evaluate the different types of techniques for measuring brand value...............................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Brand management is the analysis and planning process to create company’s image in the
market. Organisation gives their best efforts to fulfil the overall target and accomplish the
objectives and goals. It helps in developing the new image and company stability in front of the
customers. Furthermore, brand management is the perception among the buyers for particular
product and services. This present report is based on brand management of Marriott. It is the best
leading brand in hospitality industry. It will cover different concepts of brand equity. Along with
that, it explains the importance of brand and their elements. Marriott uses different types of
marketing and brand portfolio strategy tools to enhance the brand stability in the market. This
multinational American hospitality company is famous for its luxurious accommodation
facilities. Apart from this, report covers all the important factors which affect the brand
management of the organisation. Furthermore, it will cover new attractive techniques used by
Marriott to enhance the long-term stability among competitors. Moreover, Marriott itself is the
leading company in hospitality sector to maintain its brand positioning. They have different
brands such as Courtyard Marriott, Four Points, Design hotels, W hotels and many more.
SECTION 1
P1 Explain the importance of branding as a marketing tool and how they help to meet the needs
of business.
Branding defines the logo and company identity through which other customers attract
towards the company products. Brand helps to know the company product, design, logo, symbol
and other features which helps to enhance the company brand image. Branding satisfactory the
quality of services like Marriott is very famous brand in hospitality sector because they provide
many prime quality of services to the customers such as they provide prime accommodation,
transportation and food facilities to their visitors(Aziziha, et.al, 2014 ). It gives the best services
to their customers through which they get maximum brand value. Brand is the kind of most
important tool which helps to differentiate the products and services from other companies.
Brand is the key element which attracts customers towards the company. It also helps
organisation to get maximum sales revenue throughout the year. Branding is the most important
component to enhance the business expansion. Marriott needs to give newer attractive services to
keep the existing customers. It creates long terms relationship with the customers. Marriott used
branding in terms of their best marketing tool to promote their new services and products. Brand

is the intangible asset of the company which gives many services to the company in terms of
customers quality, long-term relation and sales revenue. Marriott provides many products and
services on the basis of customer needs and wants. Without serving the customer with finest
services, branding will not get effective(Bakker, 2014). Many big organisations are facing issues
of high competition in the market to overcome from those conflicts. Marriott needs to enhance
the customer preference and improvise their services to attract number of customers. Branding is
the most effective and prominent marketing tool for the company through which they get
maximum sales revenue. It also helps company to promote their new services in the market.
Like, Marriott provides seasonal offers and discounts for their special guests such as in winters,
Christmas eves and for new year plans. Well known hospitality brands organise big parties and
events to attract their potential customers. This increases their branding image in the sector.
Another important term in branding is brand equity which is the most effective tool of branding.
Company value us determined on the basis of customer satisfaction. This analysed that customer
feedback and customer experience with the company. Customers prefer to visit Marriott because
of their prime services. Good brand image gives many opportunities and growth to the company
growth. If organisation fails to achieve the target they cannot make their good image in front of
the customers. They also need to promote their brand through launching new services and
accommodation resorts on the basis of customer demands. Apart from that, visitors also prefer to
select those hotels which have good management behaviour in terms of customers, for that
company needs to maintain the good relation with the customers. It increases the faith and
customer loyalty towards the company. It makes brand equity more powerful and effective for
the company. Brand equity is the tool through which company measure their brand positioning in
the market. Along with that, brand equity also may affect negatively if company fails to provide
better services to the clients. To maintain their brand image in the market, organisation need to
improvise their services and facilities to keep this position in the competitive market. Marriott is
the big and older organisation. It makes good image in the market. Brand equity term also helps
to innovate new services and products to impress their customers in more effective ways. It is
required to take business further, brand is the biggest tool through which company attracts
international and national visitors towards them. This process helps organisation to accomplish
their overall target of Marriott(Cavender and Kincade, 2014). It also increases the productivity
and potential between the customers. This company has big brand image due to talented staff and