Brand Image and Equity: A Study on Ritz Carlton

This assignment provides an in-depth analysis of brand image and equity, focusing on Ritz Carlton as a case study. It explores the factors that contribute to brand image, including awareness, communication, and effective strategy. The assignment also examines the relationship between brand image and customer loyalty, and discusses how strong brand image can provide a competitive advantage. Recommendations are provided for improving Ritz Carlton's brand image and increasing profitability.

Research Project

Title: To analysis impact of brand image on customer loyalty in hospitality sector business – A
Case Study on Ritz Carlton.
ABSTRACT
In this research, a discussion is all about impact of brand image on customer loyalty in
hospitality sector. There is discussion over concept of brand image along with factors which can
increase the brand image of an organisation. Present report is complete based on Ritz Carlton,
which is one of the biggest organisation in hospitality sector. At last there is discussion about
some recommendations are there which will help organisation in improving their brand image.

SUMMARY
With conducting this research, it is easy to understand about impact of brand image over
customer loyalty. There are factors by which an organisation can improve their brand image
which can help them in increasing customer retention. Hence with this research it is easy to
analyse relationship between brand image and customer's loyalty which make it easy for
organisation to increase their profitability. As per this research, work over feedbacks given by
customers plays a vital role in improving the brand image of an organisation. At last there are
some recommendations which helps to get positive impact in maintaining consumer relations.

Table of Contents
ABSTRACT.....................................................................................................................................2
SUMMARY.....................................................................................................................................3
CHAPTER 1: INTRODUCTION ...................................................................................................1
1.1 Overview and Background of study.................................................................................1
1.2 Aims and Objective..........................................................................................................1
1.3 Rationale of the study.......................................................................................................2
1.4 Chapter Preview...............................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Concept of brand image and customer loyalty in the hospitality sector businesses.........3
2.2 Factors that increase brand image to develop more significant advantages in Ritz Carlton.4
2.3 Relationship between brand image and customer loyalty to increase profitability in chosen
business...................................................................................................................................6
2.4 Ways through Ritz Carlton can improve their brand image in different areas of the world.6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
CHAPTER 4: Analysis and Findings............................................................................................10
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................18
Discussion......................................................................................................................................18
CHAPTER 6: CONCLUSIONS....................................................................................................19
REFERENCES................................................................................................................................1
Appendix..........................................................................................................................................2

CHAPTER 1: INTRODUCTION
1.1 Overview and Background of study
Brand image refers to the impression of company or a particular brand in front of
customers. Brand image of company at marketplace influences its customer toward the company
and also helps organisation in gaining competitive advantage. With reference to hospitality
sector, it can be said that brand image impacts upon customer loyalty of company as if it holds
good brand image at market place then it is easier for company to influence customers toward its
product or services (Altuntaş et. al., 2014). This research is based on Ritz Carlton Hotel, a
renown hotel which offers hospitality services to customers.
Brand image of Ritz Carlton, plays an essential role in business growth of the company as
a good image of company gets customers support in quick manner. It has been analysed that this
company is having its chain hotel across the world. High presence of the company at market
place directly increases its brand image among customers. It has been analysed that in past years
rival company have conducted some unethical work within the hospitality industry which has
affected negatively on the brand image of whole industry in negatively (Berezina et. al., 2016).
In context to current situation, management team of Ritz Carlton hotel have conducted research
on the specified topic for improving their brand image at marketplace. In this regard, researcher
have prepared aims and objective for the same in order to find relevant outcome within the
provided time limit.
1.2 Aims and Objective
Aim: To analysis impact of brand image on customer loyalty in hospitality sector
business – A Case Study on Ritz Carlton.
Objectives
 To understand concept of brand image and customer loyalty in the hospitality sector
businesses.
 To analysis factors that increase brand image to develop more significant advantages in
Ritz Carlton.
 To identify relationship between brand image and customer loyalty to increase
profitability in chosen business.
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 To recommend ways through Ritz Carlton can improve their brand image in different
areas of the world.
Research questions
 What do you understand concept of brand image and customer loyalty in the hospitality
sector businesses?
 What are the factors that increase brand image to develop more significant advantages in
Ritz Carlton?
 How to identify relationship between brand image and customer loyalty to increase
profitability in chosen business?
1.3 Rationale of the study
The main purpose of conducting this research is to find out different ways by company
can enhance its brand image among customers as well as at market place. Main aid of researcher
to increase and enhance their knowledge about the company, so that they can work with this
company in effective manner. The research will also improve professional and personal skills of
researcher that will help them in conducting better research in future.
1.4 Chapter Preview
Chapter 1: Introduction
In this first section, this research will provide the brief description about whole research,
its overview, background, rationale, aims and objective.
Chapter 2: Literature review
In the second section of research, all the prepared objectives will going to be discussed
effective from the point of view of different different authors.
Chapter 3: Research Methodology
The third section of research, discusses about various tools and techniques which are
going to be used by researcher for developing valid outcome for the study.
Chapter 4: Data Analysis
In this fourth chapter, researcher evaluates collected data on the basis of prepared aims
and objectives. The sections helps reader in understanding actual outcome of the research.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work
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The fifth chapter of this research emphasis on providing recommendation to the company
by which its brand image and profitability can be increased. In this, researcher will also provide
suggestion to future researcher will help them in conducting better research in future.
Chapter 6: Conclusion
It is the last part of this research, overall finding of the study are discussed and will also
help company in choosing right recommendation by which their brand image could be improved
effectively.
CHAPTER 2: LITERATURE REVIEW
2.1 Concept of brand image and customer loyalty in the hospitality sector businesses
According to researcher, major behaviour of customers towards brand loyalty includes
reinvesting intentions of consumers, word-of-mouth, price sensitivity and many more. These are
some factors which directly affects the customer loyalty and brand image. Price sensitivity leads
towards profitability of organisation, because the more loyal a consumer is, more will be its
profitability. Along with all this, one of the prime factor is services, they are providing to their
consumers which further helps in increasing consumer's loyalty towards brand. It can be
suggested from the literature review that service quality, brand image, price sensitivity helps in
creating customer loyalty. For example, Ritz Carlton assure that all the promised services and
facilities are being provided by their employees in an efficient and effective manner. Five
dimensions which directly affects the brand image and consumer loyalty of the company is
explained below:
Reliability: it refers to the accuracy and dependability, by which a service is being
performed by the employees. Companies who fail to provide services being promised by them
directly affects the loyalty of consumers.
Responsiveness: it means how willingly service providers help their customers and
provide sufficient information to them. It is the quality of a person or employee how quickly a
person react or help someone willingly which affects the brand image of organisation.
Assurance: to which extent service providers or employees of the organisation are
knowledgeable, and have the ability to inspire their customers. In general, a positive declaration
by a person which helps in increasing the confidence and trust of other person and make him less
worried.
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Empathy: it refers to the ability of understanding other peoples feeling and offer them
attention and care they need. In today's world, day by day customer's expectations and
requirements are raising and it is the responsibility of the company to satisfy their needs and
wants. It will further help in increasing the brand image and customers loyalty towards
organisation.
Tangibles: it means how adequate physical facilities, services are provided to the
customers.
Aaker's brand equity model
It was propounded by Professor David Aaker. It is the combination of three elements
comprising of brand loyalty, brand awareness, and brand associations. According to Aaker's
brand begins with building up brand identity. In order to increase the demands and profits of the
company, sustainable brand equity helps the organisation. Brand value includes various elements
such as awareness, loyalty, brand associations and other proprietary assets. Some of them are as
follows:
 Brand awareness- This aid the company in building its brand equity. When consumers
wants to purchase a product, brand awareness helps the organisation in increasing overall
sales of the company. This help Ritz Carlton to increase similarity and liking of products
and services.
 Brand loyalty- This factor mainly focuses on distinguishing, at which level consumers
are loyal for a particular product. If Ritz Carlton is loyal towards its customers it will
further aid them in attracting new customers.
 Brand associations- This element help in process and betterment of information. Ritz
Carlton is associated with many other small firms which help them in increasing their
market share and give reasons to customers to purchase there products.
 Perceived quality- Perception provides excess edge to brand value of some products. It
is fix on some basis which includes quality, price and reasons to purchase. Ritz Carlton
have its own position at market because of perception of customers towards the company.
2.2 Factors that increase brand image to develop more significant advantages in Ritz Carlton
On the basis of perception of Kandampully, Zhang and Bilgihan (2015), it has been
analysed that brand image of company plays essential role in business growth of the company
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belonging to hospitality sector. It can be said that if an company holds positive brand image then
they are getting additional benefits from market as well as customers both. On the other hand, if
brand image of the company is not good at market place then it would be difficult for the same
organisation to sustain longer at market place. As per evaluation, it can be said that there are
numerous of factors which helps company in improving its brand image at market. These factors
also helps company in developing its brand image at marketplace so that it could raise some
additional benefits for them. Some of the main factors which increases brand image of Ritz
Carlton are defined as below:
Effective strategy: By having clear and effective strategy, Ritz Carlton can improve its
brand image at market place. This can be done in a effective manner only if its employees
follows all of the stated strategy properly and execute their operational according to it only. It
will also clearly guide employees that at what time which work is required to be done on priority.
As a result, these employees will deliver better services to customers which will ultimately
improve its brand image at market place.
Communication: Communication plays an essential role in every business organisation
which holds both positive and negative impression on the brand image of company. In context to
Ritz Carlton, it can be said communication is considered as the main factor by which brand
image of the company could be improved or raised (8 Essential Factors for Strong Brand Equity,
2019). By using positive and attracting communication while interacting with employees will
help Ritz Carlton in increasing its brand image at market place.
Awareness: It is the another factor which will help Ritz Carlton in building up positive
brand image at market place. It is required by Ritz Carlton, to adopt some better promotional and
advertisement tools so that they could enhance awareness about their products and services at
market place. This will ultimately develop brand image of Ritz Carlton effectively.
All of the above stated factors, plays an essential role in the growth of brand image of
Ritz Carlton or another companies which are belonging to the same industry. It can be said that if
these factors are considered or followed by the company in effective manner then it will easier
for them to build up their brand image at market place.
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2.3 Relationship between brand image and customer loyalty to increase profitability in chosen
business
According to the Cummings and Worley, (2014) brand image refers to the current view,
perception or concept of consumers about the brand or product. It is all about the characteristics
of brand or company. Promotions, publicity, advertising campaigns help to develop brand image
over time. According to the ideal scenario, company wants positive brand image which helps in
increasing the sales and market share of the company. It can be develop by providing quick
services, continuous innovation and improvements in the product line, increasing the quality of
products. It helps in conveying the characteristics of the product in a unique style which is totally
different from its rival at market place. Brand image includes functionality, ease of use, overall
value of product. Positive image of a brand helps in increasing the brand value as well as
goodwill of the company.
According to the Dzhandzhugazova et. al., (2016), customer loyalty means devotion of a
customer towards a particular company, brand or product line. It occurs when a person choose a
particular product instead of choosing other substitutes or products which is available at market
place. Basic meaning of loyalty, is to stick with the one supplier although they are having some
other options by their side. It is positively related to the satisfaction of consumer, as they are
willingly purchase their products and do not want to change their preference. Customer loyalty
motivate and encourage their customer's to buy products regularly to satisfy their needs.
According to the above discussed section, it is said that there is a positive relationship
between customer loyalty and brand image. Brand image helps in positively influencing the
customer loyalty. If both the factors work together effectively then it will increase the
profitability and sales of the company. Brand image and customer loyalty towards a particular
product can be increased by satisfying the expectations of consumers, providing them after sales
services and retaining them by providing discounts and attractive offers. If a company having
positive brand image along with loyal customers at marketplace, they will definitely increase
their profitability and sales by retaining their customers for a long period of time.
2.4 Ways through Ritz Carlton can improve their brand image in different areas of the world
As per the above specified report, it has been analysed that Ritz Carlton can improve their
brand image by analysing the current trend and customers preferences. To attract customers, it is
necessary to improve brand image which can further help in improving their profitability and
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sales all over the world. Some of the main recommendations for Ritz Carlton are stated as
follows:
 It is recommended by the researcher, that by involving in CSR activities company can
improve their brand image. If a company contribute some part of their total revenue in the
development of society and for some social cause it will help them in improving their
brand image. In today's era, it is compulsory for every company to follow CSR activities.
When consumer communicate with these activities, it directly impact upon brand image
of hotel in positive way.
 It is suggested by the researcher, to the management team of Ritz Carlton that they should
properly utilise social media platform for improving their brand image. Regular basis
interactions with their clients can improve their performance as employees are able to
understand actual requirement of customers which helps them in delivering exactly same
services to customers in the required manner. Positive as well as negative feedback
should be resolve within time so that customer satisfaction and loyalty can be improved.
Social media is a platform, where traveller express their view, experiences. So these
online comments and interactions plays very important role in destroying and building
the brand image of any hotel.
 It is also suggested by the researcher, that connect with guest personally. This help hotel
staff in knowing their expectations and needs which guides them in providing healthy and
comfortable environment to customers during their stay. Personally ask for their
feedbacks and reviews about the facilities they provide. Respond to any positive as well
as negative reviews and comments given by the guests. They can act as a learning activity
or opportunity for them to improve their problem. This act will help them to improve
their brand image as well as profitability.
 It is also recommended by the researcher, to the management team of Ritz Carlton that by
using guests feedback future decision can be easily taken by them. Managers can analyse
and improve their mistakes in near future, with the help of feedback given by hotel guest.
Satisfaction of customers can help in increasing the brand loyalty along with value and
image of organisation.
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology refers to systematic, theoretical and specific technique, which is
used for collecting some authentic and specific data over some particular topic (Manhas and
Tukamushaba, 2015). This section help researcher in applying some certain tools, that will help
them in getting some knowledge by studying over some specific topic. Using this method, leads
the researcher in collecting most reliable and authenticated data.
Research approach : Research approaches are the sets and rules which are used by
researcher for conducting and collecting specific data over some particular topic. Also research
approach is plan and procedure that consider certain steps and broad assumptions. There are two
approaches which a researcher can use for completing the research :- Inductive approach : This is the research approach which research uses for conducting
qualitative type of research. In this research over some specific topic get conducted by
using some theories and out comes from the researches which were conducted earlier.
 Deductive approach : This is a approach which is visa versa of inductive approach. This
is used by researchers for conducting the quantitative type of research, where the base of
research is on some metamathematical results and assumptions (Martínez, Pérez and del
Bosque, 2014).
Data collection : Data collection is the method which is used by a researcher for
grouping the data over some specific topic, so that they can get authentic and related data.
Researcher can use two type of data collection methods, so that they can gather and measure
some reliable data, which are as follow :- Primary Method : This the method of completing a research and collecting data, where
researcher use to collect data for time, and no other person has collected data over that
topic before them. In this, research can collect data from different sources like,
questionnaire, interview, survey, focus groups and observations, so that they can get fresh
and most authenticated data over some topic.
 Secondary Method : This method is visa versa of primary data collection methods, in this
research use to collect some specific data by reading and studying the researches
previously conduced by some one (Noe et. al., 2017). The best source of collecting data
in this, are articles, new papers, blogs, books, online web sites, so that researcher can get
authenticated and referenced data.
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The research method used in this report by research is secondary data collection method,
by which researcher get some authenticated data on specific topic in very less time.
Data analysis : Data analysis is a process which is used by research for inspecting,
cleaning, transforming and modelling data into a final out put, which can give some clear views
that what researcher want to say over a specific topic. There are two type of data analysis which
a researcher can use completing their research :-
1. Qualitative : This the method of data analysis which a researcher uses for collecting and
completing a research in theoretical manner (Rasheed and Abadi, 2014). This help
researcher to complete the research in less time and also it is a cost saving method. In this
research use to theories and concepts given by some authors.
2. Quantitative : This process of data analysis is just opposite to qualitative, in this research
use to collect data and make out put in mathematical format. This help researcher in
giving a clear view over some topic by using numbers. This is time consuming process
and also requires high cost for completing the research.
For completing the present report, researcher has chosen quantitative methods of data
analysis, so that they can complete the work in numerical manner. This is time saving method
where researcher can collect authenticated data in very less time. On the other, qualitative
method is time consuming and provide data in theoretical manner.
Data sampling : Data sampling are of two types, one is probabilistic and another is non
probabilistic. Completing present research, researcher has used probabilistic data sampling,
which is also known as simple random sampling method (Rim, Yang and Lee, 2016). It is used
for collecting appropriate data in favour of research aims and objectives. In present research
there are 30 respondent which are employees Ritz Carlton.
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CHAPTER 4: Analysis and Findings
Theme 1: Meaning of brand image
Q 1) Are you aware with meaning of brand image? Frequency
a) Yes 25
b) No 5
Interpretation: Brand image is all about perception of a consumer about a particular
brand or product line. By regular basis of promotion, campaign, an image is formed about the
brand on consumers mind. As per the above graph, 25 respondents thinks that they are very well
aware about the concept of brand image. Reason behind this is that they have enough knowledge
and information about the brand image concept. But remaining 5 respondents thinks that they are
not aware about the brand image concept. They do not have enough information about the
meaning of brand image because of their educational qualification.
10
25
5
a) Yes
b) No

Theme 2: Different factors which increases brand image of Ritz Carlton
Q 2) What are different factors which increases brand image of Ritz
Carlton?
Frequency
a) Awareness 9
b) Communication 9
c) Effective strategy 12
Interpretation: There are so many factors which affects the brand image of a company.
According to the above graph, 9 respondents think that proper awareness about the company can
help in increasing the brand image. 9 respondents think that if a proper communication channel
is followed by the company for promotion can increase in brand image. Remaining 12
respondents thinks that effective strategy can helps in increasing brand image of the company.
Providing facilities to needy people and gave contribution for the development of society can be
seen as effective strategy which helps in increasing the brand image of Ritz Carlton.
11
9
9
12
a) Awareness
b) Communication
c) Effective strategy

Theme 3: Ritz Carlton holds good brand image at market place
Q 3) According to you views, do you think Ritz Carlton holds good
brand image at market place?
Frequency
a) Agree 22
b) Disagree 8
Interpretation: As per the above given graph, it is clear that 22 respondents think that
Ritz Carlton holds good brand image at market place. By adopting CSR activities, regular basis
of feedback from customers helps them in holding the brand image at market place. Remaining
8 respondents disagree that the company does not hold strong brand image at market place
because they are not satisfied with the environment and services provided by the staff to the
customers.
12
22
8
a) Agree
b) Disagree

Theme 4: Brand image and customers loyalty are interrelated to each other
Q 4) Do you think, brand image and customers loyalty are
interrelated to each other?
Frequency
a) Yes 28
b) No 2
Interpretation: Brand image and customer loyalty are interrelated to each other as by
working together they both increase the profitability and sales of the company. According to 28
respondents, brand image and customer loyalty are interrelated because if a company having
positive brand image along with loyal customers at marketplace, they will definitely increase
their profitability and sales. Remaining 2 respondents thinks that brand image and customer
loyalty are not interrelated. As there are some companies who do not have brand image at market
place but still they have more loyal customer's than the companies who have strong brand image
at market place.
13
28
2
a) Yes
b) No

Theme 5: Brand image helps companies in gaining competitive advantage
Q 5) Does strong brand image helps companies in gaining
competitive advantage?
Frequency
a) Agree 23
b) Disagree 7
Interpretation: Competitive advantage helps in maintaining market share as well as
increase the profitability of organisation. As per the above graph it is analysed that out of 30
respondents, 23 respondents are agree that strong brand image can help company in gaining
competitive advantage. If a company is having positive brand image then its easier for them to
influence interest of customers to buy their products or services. This can be seen as the
advantage for company which raises their competitiveness. Remaining 7 respondents are
disagree with this statement because thinks that there are many companies whose brand image is
not good but still they generating more revenue as compared to the companies who better
goodwill at market place.
14
23
7
a) Agree
b) Disagree

Theme 6: Best option through which company can improve its brand image at marketplace
Q 6) Which one is the best option through which company can
improve its brand image at marketplace?
Frequency
a) Adoption of CSR activities 10
b) Taking regular based customer feedback 11
c) Conducting market analysis 9
Interpretation: There are some factors which improve the brand image of company in
this competitive market. As per 10 respondents company should adopt CSR activity and
contribute some amount of their total earnings for the development of society. 11 respondents
think by taking regular basis feedback from consumers can help in improving their problem area
which further help in increasing customer satisfaction level towards the product. According to
the remaining 9 respondent brand image of a company can be improve by conducting market
analysis. By analysing market, company is able to know the current trend and preference of
customers.
15
10
11
9
a) Adoption of CSR activities
b) Taking regular based
customer feedback
c) Conducting market analysis

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Theme 7: Indulging into CSR activities will help Ritz Carlton in improving its brand image
at market place
Q 7) Do you think, indulging into CSR activities will help Ritz
Carlton in improving its brand image at market place?
Frequency
a) Agree 27
b) Disagree 3
Interpretation: In today's world it is a common rule for every company to involve in a
CSR activity. According to the above graph, 27 respondents think including in CSR activity
improve the brand image. Reason behind this is that contributing some of their earning for the
welfare of society helps in increasing brand image. Remaining 3 respondents think that it will
not improve the company's brand image. By contributing some amount of their fund for the
development of society does not improve brand image at marketplace.
17
27
3
a) Agree
b) Disagree

Theme 8: Brand image of the company affects its probability ratio or not
Q 8) According to your thoughts brand image of the company affects
its probability ratio or not?
Frequency
a) Yes 24
b) No 6
Interpretation: Positive brand image attract the customers which further helps in
increasing the sale and profitability of the company. As per the above given graph, it is analysed
that out of 30 respondents, 24 thinks that profitability of a company can be affected by brand
image. If a customer is satisfied by the product they will choose that particular product over and
over again which increase the profitability and market share of the company. 6 respondents think
that brand image does not affect profitability of a company. If a brand is not so popular and
satisfies the expectations of customers, they will buy the product whether it has any brand image
or not.
18
24
6
a) Yes
b) No

CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS &
SUGGESTIONS FOR FURTHER WORK
It has been analysed that researcher has completed the research in a systematic manner
and also, they have follow all the ethics of research for collecting the data. This help them in
getting most authenticated information over specific research topic. It has been recommended for
Ritz Carlton to make a proper human resource management in their organisation, so that they can
manage proper work force in their functionality. This can help employees in getting training and
development session, which will lead them in improving their performance in organisation by
improving their skills. This also help them in maintaining healthy relationship between
employees and higher authority of organisation. Also it is needed for them to make proper
coordination between their different key operation functions. This will help them in performing
all the tasks in effective manner and also in improving their functionality by which they can
increase their profitability and market share. Along with this, it has been suggested for the
organisation by research that they have to make changes in their rules and regulations according
to the laws of government. This will help them in performing their activities according to
government, by which they do not face any legal problem.
While conducting this research, I have gone through numerous of experiences which
were realised by me in different situations. At the time of completing this research, I have tried
my best to complete this research with authenticity by using reliable data. On the basis of my
overall experience, it suggested to other researchers who will conducting this kind of research to
gain proper and complete knowledge about the topic. This will help them in conducting proper
analysis that which given information is right and which is wrong. Also, this will help them in
making effective questionnaire, by which respondents do not think that the researcher is just
passing their time. Also it is required for researcher to have proper funding sources, so that the
research do not get interrupted in between due lack of money and time.
Discussion
As per the above mention theory of Brand image, which is Aaker's brand equity model it
is analysed that this theory helps in improving the brand image of the company. By adopting this
model in Ritz Carlton, management team of the company can improve their brand image and
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market share. It has also been analysed that by adopting this model, company can utilise proper
human resources in their organisation which can improve their overall productivity and market
share.
CHAPTER 6: CONCLUSIONS
From the above conducted research it has been concluded that brand image is very
important for an organisation, and it also plays a vital role in success of an organisation of
hospitality sector. There are number of benefits which organisation of hospitality sector get
whose brand image is good, as this help them in increase their profitability and also increase the
chance of customer retention. The methods which are used by researcher, for completing the
research and data collection are primary and secondary. Also, research has used the method of
questionnaire by which they can investigate more appropriate information. Along with this, there
were 30 respondents used by researcher by which they can get more authenticated information.
Researcher has used analysis and interpretations so that they can sort out the information and
data, which will lead to accomplish of goals and objectives of research.
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APPENDIX
Questionnaire
Q 1) Are you aware with meaning of brand image?
a) Yes
b) No
Q 2) What are different factors which increases brand image of Ritz Carlton?
a) Awareness
b) Communication
c) Effective strategy
Q 3) According to you views, do you think Ritz Carlton holds good brand image at market
place?
a) Agree
b) Disagree
Q 4) Do you think, brand image and customers loyalty are interrelated to each other?
a) Yes
b) No
Q 5) Does strong brand image helps companies in gaining competitive advantage?
a) Agree
2

b) Disagree
Q 6) Which one is the best option through which company can improve its brand image at
marketplace?
a) Adoption of CSR activities
b) Taking regular based customer feedback
c) Conducting market analysis
Q 7) Do you think, indulging into CSR activities will help Ritz Carlton in improving its brand
image at market place?
a) Agree
b) Disagree
Q 8) According to your thoughts brand image of the company affects its probability ratio or not?
a) Yes
b) No
Q 9) Provide some recommendation to the Ritz Carlton by which its profitability can be raised
in effective manner.
3