Research Study on Brand Awareness

The provided research assignment explores the significance of brand awareness in building healthy and happy relationships between customers and companies. It aims to achieve company goals and objectives by investigating brand positioning, using theoretical frameworks such as the theory of planned behavior, and analyzing customer-based destination brand equity. The study also delves into research methodology, literature review, data analysis, and interpretation, providing a comprehensive understanding of the topic.

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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1.4 Produce a research project specification
To prepare the research project in an effective way, researcher will take help of research
methodology. Research methodology includes publication research, surveys, interviews and
other techniques of research. Both past and present information are included in research
methodology. It is the structure which depicts that researcher completed the research in an
effective way. In order to achieve the aim and objectives of research, it is difficult for researcher
to select research methodology.
Research Philosophy- Research philosophy is the belief about the way in which data
about a process is collected, analysed and utilized. There are four types of research philosophies.
In this present research study, investigator will use interpretive research philosophy. Elements of
study by social status such as languages, tools, equipment etc. In order to achieve aims and
objectives, this philosophy will be very useful.
Research Design- Research design is a plan of actions by which researcher will answer
all the questions of research. Descriptive design of research is used by the researcher in this
current study. Compilation of the whole matter of research is done by the help of research design
(Pappu and Christodoulides, 2017.
Research Strategy- Research strategy is used by researcher on the entire completion of
research as well as analysis the data. Qualitative and quantitative; both research strategies are
used by the researcher in this research.
Research Approach- Research approach will be helpful in attempt of assumption and
applicable hypothesis of research project. Researcher will utilize deductive research approach to
test the validity of assumptions in this present study.
Data Collection- Questionnaire method will be used to collect data from customers to
reach at the set aim and objectives of research project.
Sampling- Random sampling will be used by the researcher to take sample of 30
customers and furnish Questionnaire to them by to be filled by their hand.
Data Analysis- Thematic analysis will be used for the purpose of analysis. Various
themes will be produced to make the data understood in an effective manner.
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1.5. Providing an appropriate and effective approach applied for gaining proper solution.
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CHAPTER 2
Literature Review.
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 of product 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. 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 build image but is also
helps to secure the trademark from an approved agency. There are some common ways to create
awareness of brand among people by conducting effective and efficient promotional and
advertisement activities. As per Chekalina, Fuchs and Lexhagen, 2017- Brand awareness is the
most essential for marketing. Brand makes the products and services of totally distinguish from
the others in the market. Brand awareness is the ability to recall as well recognize the brand.
Brand awareness is the degree 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. 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.
Schophuizen and et.al., 2017 stated that- In brand awareness and profitability of hotel,
there is direct relationship in between them. If the brand of organisation is good it will surely
enhance the profit of company in the highest manner. Branding is the way to build emotional
relationship with customers. Every company or organisation makes the efforts on the success as
well as awareness of the brand. The perception of brand is totally differ in the mind of people.
Healthy and happy relationship is only build if company is able to build brand image or create
awareness of brand among customers. Awareness of brand is also helpful for company in
reducing as well as controlling the cost of switching to others. The process of building the brand
is not a very tough task but the most critical condition is that it to retain and maintain the name
for long time. It is a non stop task as company has to make efforts to maintain the name of brand.
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Hilton Hotel is contributing huge amount of fund in enhancing the name of brand and in building
brand equity in global as well as in local market. Hilton is using the tool of social media to
improve the relationship in between themselves and customers.
According to Zhang and Li, 2018, it is also very essential to measure the brand of
organisation as well its success in the market. It should be ensure by the management of
company that the cost of promotion and advertisement should not exceed. In order to find out the
effectiveness of brand, it is very essential that company should conduct internal as well as
external analysis. The position of company or brand can be identified by preparing questioner
and ask question form customers about the brand. By conducting questioner, company can know
what is the perception of customers about there image of company. By the views of customers,
organisation can identify the effectiveness of brand.
CHAPTER 3
2.1.& 2.2. Research Methodology.
Research methodology is one of the essential section of research study. The entire
methodologies are described by the researcher which is used by him/her to reach the goals and
objectives of company. Research methodology are as follows-
Research Philosophy- Research philosophy is the belief about the way in which data
about a process is collected, analysed and utilized. There are four types of research philosophies
such as positivism, realism, pragmatism and interpretivism. In this present research study,
investigator will use interpretivism research philosophy. Elements of study by social status such
as languages, tools, equipments etc. In order to achieve aims and objectives, this philosophy as it
sort out the issues and difficulties (Gordon and Glenn, 2018).
Research Design- Research design is a plan of action by which researcher will answer all
the question of research. Descriptive design of research is used by the researcher in this current
study. This type of research design help researcher in describing the research theme more
thoroughly and deeply.
Research Approach- Research Approach is a plan that help researcher to answer the
questions of research. There are two types of approaches in research that are deductive and
inductive research approach. Inductive approach includes all the question which are that are
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prepared in the research project and it is very helpful in obtaining goals and objectives. Inductive
research approach is being used by the researcher in the research study (Kachele, 2018).
Research Strategy- Research Strategy is the action of plan that assist researcher in
reaching aims and objectives of research study. Strategies are classified in four types. In this
present research study, quantitative strategy of research. Quantitative research study is a
technique that is used to get numerical data.
Data Collection- Data collection is the method to collect the essential information or
data for research study. Various tools are there for collecting data in effective way like
questioner, group discussion, observation, interview, etc. Researcher will collect data by
preparing questioner which will provided to customers of Hilton Hotel (Clark and Morriss,
2017).
Sampling- Sampling is the procedure that is used to analysis the statical data which is
predetermines number of observation are taken form large population. It is the technique which
is used by researcher in order to reduce the size of population. In this present research study,
simple random sampling method and collection data form 30 customers of Hilton Hotel.
Data Analysis- Data Analysis is the procedure that researcher used to concert the raw
data in meaningful data. Thematic analysis is used in the present research study. Tables,
illustrations, graphs will be used by the researcher to increase the effectiveness in data analysis.
Researcher will make his/her highest efforts to make the collected data reliable and factual
(Springgay and Truman, 2018).
CHAPTER 4
2.3. Record and collate relevant data.
QUESTIONER
Name:
Age:
Gender:
1. Have you heard the name of Hilton?
Yes
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No
Not sure
2. Are you a loyal customer for the services or product you intake?
Yes
No.
Not sure
3. Did you ever use the services of Hilton Hotel?
Yes
No
Not sure
4. Are you price sensitive?
Yes
No
Not sure
5. Did you ever though that brand affect the decision of buyers?
Yes
No
Not sure
3.1. Appropriate research evaluation techniques.
Theme 1. Heard the name of Hilton.
Particulars Frequency
 Yes 21
 No 7
 Not sure 2
 Total 30
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Theme 2. Loyal customer for the services or product you intake.
Particulars Frequency
 Yes 17
 No 7
 Not sure 3
 Total 30
10
Yes No Not sure
0
5
10
15
20
25
21
7
2
Frequency

Theme 3. Use the services of Hilton Hotel.
Particulars Frequency
 Yes 22
 No 4
 Not sure 4
 Total 30
11
17
7
3
Yes
No
Not sure

Theme 4. Price sensitive.
Particulars Frequency
 Yes 23
 No 6
 Not sure 1
 Total 30
12
Yes
No
Not sure

Theme 5. Brand affects the decision of buyers.
Particulars Frequency
 Yes 22
 No 5
 Not sure 3
 Total 30
13
Yes
No
Not sure

3.2. Interpretation and Analysis.
Theme 1. Heard the name of Hilton.
Interpretation- From the above analysis it was identified that 21 customers are agreed that they
heard the name of Hilton Hotel. 7 customers are not heard the name of Hilton Hotel and last only
2 customers are not sure about there answer.
Theme 2. Loyal customer for the services or product you intake.
Interpretation- From the above analysis it was find out that in about 30 customers, there are 17
customers who are loyal customers towards the brand of products and services they use. 7
customers are disagreed that, they said they move to others, they are not loyal. Beside this, 3
customers are not sure about there answer.
Theme 3. Use the services of Hilton Hotel.
Interpretation- According to the above analysis it was analysis that 22 customers mostly use to
go and take services of Hilton Hotel. 4 customers never used the services of Hilton Hotel and 4
customers are not sure about their answers.
Theme 4. Price sensitive.
Interpretation- According to the above analysis it was identified that among 30 customers, 23
customers are very much concerned about the price of products and services, they are price
sensitive. 6 customers are not price sensitive, they are much concerned about the quality. Beside
this, only a single customer is not sure about their answer.
Theme 5. Brand affects the decision of buyers.
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Yes
No
Not sure

Interpretation- As per the above analysis it was identified that among 30 customers, 22 are in
favour that price affects the buying decision of customers. 5 customers are disagreed they said
brand does not affect the buying decision. On the other hand, 3 customers are not sure about their
answer.
CHAPTER 5
3.3. Recommendation and Justification.
According to the above finding of this research, It is recommended that Hilton Hotel
should spread out and maintain its brand of the hotel. We know that, branding is an ongoing
procedure, it ended when company end up its business. It is very important for company to make
the customers loyal about the brand of hotel by providing superior quality of services.
Furthermore, 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 and more. The
customers of Hilton Hotel are very much aware of its brand but still management should make
efforts to retain and expands its customers (Min and Wood, 2017). The relationship between
customers and company is emotionally attached so it is very essential that company should build
trust and does not break. Quality of services should be provided to customers so that they will
become loyal towards the brands of company.
CONCLUSION
The above research study stated that brand awareness plays an essential role in making
healthy and happy relationship in between customers and company. This research also concluded
aims and objectives of research to achieve the goals and objectives company. Factors that
influence the research progress is also included in this research project. Research methodology,
literature review is also done in this research study. This report also make understood the Data
analysis and its interpretation.
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REFERENCES
Books and Journals
Min, D. and Wood, B., 2017. Investigation of brand awareness for NZ dairy products in South
Korea.
Pike, S and et.al., 2018. Tracking brand positioning for an emerging destination: 2003 to
2015. Tourism and Hospitality Research, 18(3), pp.286-296.
Levin, S., Chiliya, N. and Musara, M., 2018. Theory of planned behaviour to predict parents'
awareness and intention to participate in school governing body elections. International
Journal of Management in Education, 12(3), pp.223-251.
Pappu, R. and Christodoulides, G., 2017. Guest editorial. Journal of Product & Brand
Management, 26(5), pp.433-434.
Secundo, G., Massaro, M., Dumay, J. and Bagnoli, C., 2018. Intellectual capital management in
the fourth stage of IC research: A critical case study in university settings. Journal of
Intellectual Capital, 19(1), pp.157-177.
Chekalina, T., Fuchs, M. and Lexhagen, M., 2018. Customer-based destination brand equity
modeling: The role of destination resources, value for money, and value in use. Journal of
Travel Research, 57(1), pp.31-51.
Schophuizen, M., Kreijns, K., Stoyanov, S. and Kalz, M., 2017. Organizational challenges and
opportunities for Open Online Education: Results of a group-concept mapping study.
Zhang, C.B. and Li, E.C., 2018. Improving the Level and Quality of Ethics Review in Chinese
Medicine and Integrative Medicine. Chinese journal of integrative medicine, 24(4),
pp.315-319.
Gordon, T.J. and Glenn, J., 2018. Interactive scenarios. In Innovative Research Methodologies in
Management (pp. 31-61). Palgrave Macmillan, Cham.
Kachele, H., 2018. Research on psychoanalytic psychotherapy with adults. Routledge.
Clark, A. and Morriss, L., 2017. The use of visual methodologies in social work research over the
last decade: A narrative review and some questions for the future. Qualitative Social
Work, 16(1), pp.29-43.
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