Branding Of Hospitality Services Assignment

Added on - 03 Dec 2019

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Branding Of Hospitality Services1
EXECUTIVE SUMMARYIn this report learning has focused on work culture of Hilton hotel in order to understand theconcept of brand strategy. In the support of this, it has been spotted that the branding is considered as aoperational activity which creates unique name and image for product and services in the perception ofcustomers. It mainly performs with an assistance of diverse actions such as advertising, campaigns andpromotion activities. In the support of this, it can be said that the management of Hilton hotel can focuson concept of branding for effective development of business opportunities.It has also been noticed the learning that emotional aspects can also be considered as a criticalaspect in order to boost the brand image and influence the customer perception towards hospitalityservices. With an assistance of branding the business organisation can also differentiate its servicesfrom the others and gain better competitive advantage. It has been spotted that there are number ofbenefits of branding strategies which impacts the hospitality services in positive manner. Brandingstrategy also provide effective identification of customer needs and expectations which have directinfluence on customer satisfaction level.2
TABLE OF CONTENTSINTRODUCTION................................................................................................................................4LITERATURE REVIEW.....................................................................................................................4DISCUSSION AND ANALYSIS.........................................................................................................8CONCLUSION..................................................................................................................................10RECOMMENDATION......................................................................................................................11REFERENCES...................................................................................................................................123
INTRODUCTIONBranding is a procedure which plays key role in creating unique name and image forproduct and services in the perception of customers. It mainly performs with an assistance ofdiverse actions such as advertising, campaigns and promotion activities. It is also necessary forhospitality organisations to focus on branding activities in order to boost the effectiveness ofhospitality services and attain better competitive advantage (Kim, 2008). Moreover, the brandingactivities key motive is to establish critical and differentiated presentation of product andservices in the target market in order to attract more customers. It is also beneficial formaintaining balance between retention rate of loyal customers.In this report, learning will focus on work culture of Hilton Hotel in order to understandthe effectiveness of branding strategies in context of gaining better competitive advantages. Itwill focus on key factors of branding strategies which can influence the effectiveness ofhospitality services. It will also have spot light on the benefits of branding strategies which canimpact the hospitality services in positive manner. Furthermore, it will also provide informationregarding significance of branding strategies in hospitality services and organisationalperformance.LITERATURE REVIEWMeaning and Significance of branding strategiesBranding strategy is considered as a long term plan which provides great extent ofdevelopment in order to lead business towards success and effective accomplishment oforganisational goals. As per the view of Tasci (2011)with an assistance of well defined andexecuted brand strategy the business organisations can focus on diverse aspects of operations. Itdirectly have great level relation with customer needs, emotions and competitive environmentwhich means well implemented brand strategy can influence these factors and lead business toimpressive success (Tasci, 2011). Crotts (2009)has stated that brand strategy is a form of longterm marketing assistance which provides better success to brand image as per the considerationof characteristics of the target market. It also provides detailed information regarding preferencesand exceptions of customers.Other than this, Crotts (2009)has critically explained that the branding is a symbol or useof well designed tactics which provides a unique identification to the product and services inPage |4
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