Role and Impact of Internal and External Stakeholders in Building and Developing Service Brand

Stakeholder impact
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INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Overview of organisation............................................................................................................3
Sources of brand equity...............................................................................................................4
Role and impact of internal stakeholders when building and developing service brand.............6
Manner in which internal stakeholders can be managed.............................................................7
Role and impact of external stakeholders when building and developing service brand............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Strategic brand management is defining as a process in which selection of appropriate
strategy for the growth of brand is duly undertaken by an organisation with the aim to frequently
update their strategy. With the help of this long term sustainable can be ensured by entity. An
entity significantly aims towards adding value to their services and products (Brulhart, Gherra
and Quelin, 2019). Brand equity process mainly involves four steps that include identification
and establishment of brand, positioning and values planning, implementation of brand marketing
program, measurement and interpretation of brand performance and last step is growing and
sustaining brand equity. Stakeholders are the individuals or group those who are mainly get
affected by entity operations. They are known as owners of company and get influence normally
with the loss and success of organisation. Recent report has been conducted on Holiday Inn
which is a British owned American brand of hotels. Entity was founded in the year 1952 and
headquarters in Denham, Buckinghamshire, United Kingdom. Entity operate their services in
hotel industry and offer different type of services like lodging, food services, meeting convention
and other hospitality products. In these report formative discussions has been made on role and
impact of internal as well as external shareholders in order to build and develop service brand.
Report includes the manner in which brand equity get managed.
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TASK
Overview of organisation
Holiday Inn operates their business services in hotels industry and provides wide range of
services to their customers. Company is a subsidiary of Intercontinental Group of hotels which is
a largest chain of hotel offering high quality services to individuals all around the world. Holiday
Inn was established in the year 1952 and offer exciting stay to their customers with high quality
services and onsite activities. Along with this, different type of exotic services has been provided
by hotel to the customers in order to attract their attention and satisfaction. This hotel provides
entertaining and relaxes amenities to their customers with unbeatable value. In addition to this it
has been analysed that, this entity not only satisfy customers with their qualitative offerings but
they also provide comfortable atmosphere to business and leisure travellers with the amenities
like swimming pool, restaurants, comfortable lodge, room service, fitness centre etc. It has been
identified that by entity offer their customers with its full service hotel and offer their services all
across the globe. With world most recognisable services hotel provide modern and fresh Hotel
offerings. Present entity aim towards providing perfect place for leisure Travellers and business
individual those who seek for a comfortable atmosphere. In order to gain maximum satisfaction
of the business customers Holiday Inn provide the facility of flexible meeting space
accommodates to their business travellers. In addition to this entity offer full-service restaurants
with appropriate menus and offer comfortable guest rooms with Wi-Fi enabled workspaces. It
has been analysed that by catering ever changing needs of market conditions and situation
holiday in lead towards ensuring high success and brands growth. The services that have been
provided by respective industry duly attract attention of customers as they continuously engage
in the process of offering unique services to their customers in order to make their trip
memorable. In addition to this holiday Inn seek opportunities to create value for their customers
with offering them great first impressions on their arrival, comfortable personal and functional
guestrooms and attractive guest stay.
Sources of brand equity
Brand equity is defined as value premium that an organisation duly generated from their
products and services with a recognisable name. It has been evaluated that organisation can
effectively able to create brand equity for their services and products by making them easily
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