Significance of Brand Awareness: Claridge's Hotel Research Project

This research project investigates the significance of brand awareness for businesses, using Claridge's Hotel as a case study. The report includes an introduction defining brand awareness and its impact on customer decision-making, background information on Claridge's Hotel, and identifies research problems such as lack of resources and time constraints. The aim is to determine the significance of brand awareness in improving the customer base, with objectives to analyze the concept, identify methods to increase brand awareness, and analyze its relationship with the consumer base. The research methodology includes a literature review, research design, and data collection methods. Chapter previews outline the structure, including timescales and a Gantt chart. The literature review explores the concept of brand awareness, methods to increase it, and improve customer base. The report analyzes the impact of brand awareness on customer acquisition and retention, and effective strategies to boost the brand. The report also includes the challenges faced, research attributes, and the rationale for undertaking the project. The report also includes the challenges faced, research attributes, and the rationale for undertaking the project.

Research
Project

Table of Contents
Topic: To determine the significance of brand awareness for business in improving its customer
base. A study on Claridge's Hotel....................................................................................................3
Chapter 1: Introduction....................................................................................................................3
Introduction............................................................................................................................3
Background.............................................................................................................................3
Problem related to research project........................................................................................3
Aim of research project..........................................................................................................4
Objectives of research project...............................................................................................4
Question of research project..................................................................................................4
Purpose of research project....................................................................................................4
Research Scope.......................................................................................................................4
Hypothesis of research...........................................................................................................5
Research Attributes................................................................................................................5
Rationale for undertaking this research project......................................................................5
Chapter Preview.....................................................................................................................5
Timescale................................................................................................................................6
Chapter 2- Literature Review...........................................................................................................7
Critical review of literature review.........................................................................................7
Chapter 3: Research Methodology...................................................................................................8
Research Design.....................................................................................................................8
Research Approach.................................................................................................................9
Data Collection.......................................................................................................................9
Chapter 4: Data Finding, Analysis and Discussion.......................................................................11
Chapter 5: Conclusion, Recommendations and Anticipated Limitations......................................18
Limitation.............................................................................................................................19
Conclusion............................................................................................................................19
REFRENCES.................................................................................................................................21

Topic: To determine the significance of brand awareness for business in
improving its customer base. A study on Claridge's Hotel
Chapter 1: Introduction
Introduction
Brand awareness define as tools that are adopted by an organization for determining
what extend service user know about brand image and able to recognise its brand. It is mainly
consider several essential factors for example publicity management, user behaviours, brand
administration as well as many more (Laukkanen and et.al., 2013). Brand awareness impact on a
customers decision making process such as if brand awareness is high then it will attract service
users. Organization taken in this report is Claridge's Hotel which is 5 star hotel owned by
Maybourne Hotel Group and it is opened in year 1812. The respective hotel operate at mayfair,
London, England, United Kingdom. The respective research is conducting in order to determine
effectiveness of brand awareness for respective hotel which help in improving its customers
base. In order to identify respective project investigator have to create sample of questions so
that they collect information and data related to it in effective manner.
Background
Brand awareness is used to determine at what extend customers know about company's
brand and image. It will direct and indirect effect related to decision making process of a service
users. It will be consider in various factors such ad behaviour of customers, development of
strategy, advertisement management and many more. Claridge's Hotel is a five star hotel which
is operating at mayfair, London, England, United Kingdom. The respective hotel is opened in
year 1812 and now it is operated by Maybourne Hotel Group. There are various services and
products offer by respective services such as foyer and reading room, afternoon tea, own bar,
English asparagus, wine dinners and many more.
Problem related to research project
It refers to hurdles that are faced by a researcher while they are conducting research or
any project. These problems are related to procedure, technology, fund, time duration, method of
data collection and many more (Aaker and Joachimsthaler, 2012). When problems arise during
research it will direct and indirect effect related to result of the research. In this several research
problems that faced through investigator of respective task such as lack of books and journals are

available, less funding, respondents not respond appropriately and many more. Along with this,
project manger experienced issues in respect of less time duration for doing investigation on
particular aim.
Aim of research project
“To determine the significance of brand awareness for business in improving its customer
base.” A study on Claridge's Hotel
Objectives of research project
 To analyse the concept of brand awareness
 To identify the different ways to increase brand awareness and improve customer base.
 To analyse the relationship between brand awareness and improving consumer base.
Question of research project
 What is the concept of brand awareness
 What are the different ways to increase brand awareness and improve customer base.
 What are the relationship between brand awareness and improving consumer base.
Purpose of research project
The primary purpose of doing respective investigation is that to understand effectiveness
of brand awareness for an organization which help in improving number of consumers in
successful style (Aaker, 2012). This could aid organization for improving its profit margin as
well as shares at market by attracting more and more customers. Through this manager of
Claridge's Hotel able to develop strong brand awareness which help in increasing number of
service users as well as profitability ratio.
Research Scope
This define as a method by that investigator can identify effectualness of a task which
they are conducting. It will be identifies through basic three ways i.e. organizational level,
environment level and market level (Tingchi and et.al., 2014). Scope of this research is that
respective hotel able to identify the effectiveness of brand awareness so that they can attract
more and more customers that leads to enhancement in profitability ratio and goodwill.
Hypothesis of research
This will consider with argument that is represent in a systematized kind and it will be
developed by researcher according to their experiment that they conduct during conduct

investigation on a specific theme (Hsu, 2012). In context of respective research Claridge's Hotel
able to understand about effectiveness of brand awareness which help them in developing
decision which will help in improving number of customers.
Research Attributes
Concept of investigation activity or research attribute is a technique that will be native
through a research director of a firm that aid them in accomplishing investigation in effective
manner that leads to achievement of target and objective properly.
Rationale for undertaking this research project
It is defined a tool that is mostly used by a research manger for achieving investigation
objective in effective manner. By adopting this Claridge's Hotel management able to create
correct plan of action through that he/ she develop brand awareness in mind of customers in
impressive way. This can also assist manager in attracting more and more service users that help
in attaining objective and target of respective company.
Chapter Preview
Task heading
“To determine the significance of brand awareness for business in improving its customer
base.” A study on Claridge's Hotel
Back - ground
For every organization brand awareness is necessary because through it they able to
create brand image and name in the mind of customers. This will also help them in influencing
service users in order to purchase their products and services. There are several factors which are
included in brand awareness such as behaviour of service users, market demand, advertisement
and many more (Ramanathan, Ramanathan and Hsiao, 2012). Claridge's Hotel is a five star hotel
which is opened in year 1812 and it is operating at London, United Kingdom. It is now owned by
Maybourne Hotel Group as well as they also offer variety of products and services such as bar,
english asparagus, wine dinners as well as various others.
Question of research project
 What is the concept of brand awareness
 What are the different ways to increase brand awareness and improve customer base.

 What are the relationship between brand awareness and improving consumer base.
Objectives of research project
 To analyse the concept of brand awareness
 To identify the different ways to increase brand awareness and improve customer base.
 To analyse the relationship between brand awareness and improving consumer base.
Methods used for Research
It is a procedure that is accepted through the project investigator in order to gather
information and subject matter for conducting investigation in appropriate manner (Järvinen and
et.al., 2012). This will also help project manger in gaining effective outcome according to their
research topics. There are various research methodology which can be adopted by a project
manger such as qualitative method, quantitative method, primary method, secondary method as
well as numerous more. In context of respective investigation, research director will select
qualitative technique as well as primary procedure.
Resources
It is defined as a resources which required by a researcher of a firm for conducting
research in appropriate way. There are various resources which are required by respective project
management researcher such as skilled and trained employees, tools, funds, time duration, tools
and many more.
Time Duration
It refers to duration of time which is required by a researcher in order to accomplish
research in effective manner. In respect of respective research researcher required approx 4
months for conducting research related to given topic.
Timescale
Gantt Chart
It refers to a presentation of data or information through graphical form by using bar
chart and this is display about starting date and ending date of a several project such as duty,
dependencies, resources and many more (Jankovic, 2012). Through this project manager able to
develop guidelines which other employees need to follow in order to conduct the project in
effective manner. This is so because through it staffs get appropriate time duration in which they
need to accomplish their work properly. It is mainly used by senior members of a firm such as
project manager, general manager, CEO's and many more.

Work Breakdown Structure
It is defined as a procedure which is adopted by a researcher in order to divide their work
into small portions so that other employees will conduct their work in effective manner for
attaining their goal and target (Pearson, 2016). Through this manager of a company effectively
evaluate the result which help in developing decision as well as strategies properly. The major
advantage of respective structure is that it help company in accomplishing their work with
minimum wastage. This process also include minimal risk as well as this will also help them
staffs in developing skill and abilities for conducting research. Along with this it will also
provide opportunist to research to adopt new technology.
Chapter 2- Literature Review
Critical review of literature review
To analyse the concept of brand awareness
As the view point of Weinstein, 2013, Brand awareness is a major part of company
because through this customer is able to recognize the brand. It the central key of the firm as
through this customer make their decision to buy the product. Brand Recall and Brand
Recognition are two types of brand awareness through which a brand is identified. To maintain
the interest of the customer on the brand, the organization has to modify its product and add new
features in it frequently. The more customer aware about the brand, the more a company will
sustain in the market which will increase their sales and will earn higher profits.
Brand awareness is useful because it helps a company to measure its performance in the
market and analyse its position. Along with this it also assists to attract customers worldwide as
well as through brand awareness a firm is able to retain its loyal customers. Having a strong
customer base an organization is able promote their brand which helps them to build customer
trust and gain competitive advantage. It also provide opportunities to firm to expand their
business gloabally and also attract investors to invest in their firm which will increase their
market share.
To identify the difference ways to increase brand awareness and improve customers base
According to Nia Gyant, there are different ways to improve brand awareness is that a
firm must tie up with the influencers who can guide them the right path to promote their products
and make customer aware about their brand. This will help a firm to improve their credibility and

increase brand awareness. . In addition to this, as customers are more surfing on internet and but
products online, the company can invest in SEO(Search Engine Optimization) which will make
company’s website on top of the search list. Due to this customers will show more interest in
their product. It is the most effective method to increase brand awareness because with the help
of this technology company will able to attract customers. To increase customer base ,the
company can provide offers, discounts, organize events, conduct seminars and so on. While
conducting these activities the company will attract more customers face to face and recognize
their expectation from the brand. This will help the company to build a strong customer base.
To analyse the relationship between brand awareness and improving customers base
As per the viewpoint of Reason, Løvlie and Flu, 2015, Brand Awareness is effective for
an organist ion because a well recognized brand helps to attract customers through which
company incur low cost in acquiring customers. With the help of brand awareness the company
is able to retain its loyal customers. Having strong relationship with customers, a firm is able to
identify the needs and demands regarding the product. To increase the chain of customer base,
an organization provides special offers, discounts to their regular customers and also referral
codes which they can give to their relatives to buy product which will directly benefit the
existing customer.
Brand awareness can only be increased when customers are aware about it as they are
important part of every business. Once the customer has built the trust on the brand, they can buy
the product at premium price which helps in increasing sales of the company. Retaining loyal
customers and satisfying their needs is one of the best source to make customer base of a firm
more stronger.
Chapter 3: Research Methodology
Research Design
It is defined as a method or process which is adopted by a project manger in order to
collect elements or data related to research so that they can manage problems in effective manner
(FitzPatrick and et.al., 2013). This method will be effective when the researcher will conduct its
project on continuous basis.

Research Approach
It refers to technique which include various steps related to method of diverse functions
such as collection of data, analysis of data and its interpretation (Kapferer, 2012) It is generally
divided into two portions i.e. approaches related to collection of data and approaches related to
analysis of data or information. Along with this it is also consider as a qualitative research
approach that is effective for social approach.
Data Collection
Qualitative Research: It is define as a type of research which gather non numerical data.
This type of research is mainly concerned about human behavior and their opinions. The
advantage of this research is that there is no specific language, the customer can provide data in
their own language.
Quantitative Research: In this type of research the information gathered is in statistical
form such as numericals in the form of questionnaires or surveys. This research help in decision
making process (Biedenbach, Bengtsson and Marell, 2015). The advantage of quantitative
research is that the data is flexible and is measured and analysed by the researcher.
For collecting data and information project manager of respective research will adopt
qualitative method because through it they able to gain appropriate information and data
according to their topic of research.
Primary Research: It is a type of research which is conducted in the form of face to face
interviews, surveys, discussions and so on. The data gathered in this research is directly from the
customers. The biggest advantage of this research is the information collected is specific and
accurate.
Secondary Research: It refers to the research which is collected from the secondary source
such as books, newspapers, journals etc. This research saves times and is cost effective but there
are possibilities that the data collected may be incorrect. This type of research is mainly
conducted by large scale companies or corporates (Bhanot, 2012).
The researcher of this research use primary method for collecting data as well as
information. This is so because through it they able to collect information in appropriate manner
that leads to attainment of target.
Sampling and sample size

For collecting data and information related to this topic respective research project
manager adopt random sample sampling. Form which they select 30 audiences form which they
collect information by developing questionnaire.
Questionnaire
Name of candidate:
Age:
Email Id:
Phone Number:
Gender:
Q1. Do you have any idea about brand awareness?
 Yes
 No
Q2. What are the methods of brand awareness?
 Referral Programs
 Providing free goodies
 Social media contests
 Marketing through LinkedIn
Q3. Did brand awareness help Claridge's Hotel in enhancing their business goodwill in target
market?
 Yes
 No
Q4. What are the effectiveness of brand awareness on business of Claridge's Hotel?
 Customer loyalty
 Customer recognition
 Enhance share value
Q5. Did brand awareness help in enhancing number of customers base?
 Yes
 No
Q6. What makes a brand more recognizable in the competitive market?
 Product designing
 Services awareness

 Consumer loyalty
 All of the above
Q7. Does brand awareness create opportunities of market expansion for an organisation?
 Yes
 No
Q8. Which aspects has an major influence of consumer buying behaviour and decision making?
 Brand awareness
 Quality of services
 Cost of product
Q9. Which of the following attribute you think associate with Claridge's Hotel?
 Affordable services
 Most popular
 All of the above
Q10. Do you have any suggestions for further betterment
..........................................................................................................................................................
.............................................................. .
Chapter 4: Data Finding, Analysis and Discussion
Theme 1- Idea about brand awareness
Q1. Do you have any idea about brand
awareness?
Frequency
 Yes 25
 No 5

Interpretation: From above graph it can be conclude that brand awareness is huge aspect which
help a company in attracting more and more customers. Through data which is collected by
researcher of respective research out of 30 respondents 25 are know about brand awareness. On
the other side left over 5 respondents they didn't know about brand awareness.
Theme 2- Methods of brand awareness
Q2. What are the methods of brand
awareness?
Frequency
 Referral Programs 10
 Providing free goodies 7
 Social media contests 8
 Marketing through LinkedIn 5
25
5
Yes
No

Interpretation: By analysing above data it can be identify that there are various methods which
can be determine by respective company in order to attract customers. According to data, 10
candidates assume that brand awareness can be developed through referral programs, in respect
of 7 candidates through providing free goodies. Along with this, according to left over candidates
8 of them thinks that it will be developed through social media contests and 5 of them thinks that
it will be developed through marketing through linked in.
Theme 3- Brand awareness help Claridge's Hotel in enhancing their business goodwill in target
market
Q3. Did brand awareness help Claridge's
Hotel in enhancing their business goodwill
in target market?
Frequency
 Yes 16
 No 14
10
7
8
5
Referral Programs
Providing free goodies
Social media contests
Marketing through LinkedIn

Interpretation: By analysing above given graph it can be determine that according to 16
respondents through brand awareness company able to enhance their business at target
marketplace whereas according to left 14 they are not in favour of this.
Theme 4- Effectiveness of brand awareness on business of Claridge's Hotel
Q4. What are the effectiveness of brand
awareness on business of Claridge's Hotel?
Frequency
 Customer loyalty 12
 Customer recognition 8
 Enhance share value 10
Interpretation: By analysing above data it can be determine that there are various benefits of
brand awareness such as according to 12 respondents through it company able to develop
customers loyalty. Along with this in respect of 10 candidates through brand awareness firm able
16
14
Yes
No
12
8
10
Customer loyalty
Customer recognition
Enhance share value

to increase share value and according to 8 peoples it will help in customers recognition. Through
all this respective company able to grow their business in effective and appropriate manner.
Theme 5- Brand awareness help in enhancing number of customers base
Q5. Did brand awareness help in enhancing
number of customers base?
Frequency
 Yes 10
 No 20
Interpretation: By analysing above data it can be determine that brand awareness help a
company in various ways and it also help in developing customer base of a company. But when
researcher conduct analysis of this it is determine that only 10 candidates are in favour that it
help in enhancing customers base and according to 20 it will not help in respective topic.
Theme 6- Brand more recognizable in the competitive market
Q6. What makes a brand more recognizable
in the competitive market?
Frequency
 Product designing 9
 Services awareness 8
 Consumer loyalty 7
 All of the above 6
10
20
Yes
No

Interpretation: By analysing above data it can be analysis that there are various things which
make brand recognised at marketplace. In this respect different audiences have diverse opinion
such as according to 9 it is developed by product design, 8 peoples think that it will developed by
service awareness. Along with this according to leftover audiences 7 think that it will customers
loyalty help in this whereas according to 6 respondents from all options it can be done.
Theme 7- Brand awareness create opportunities of market expansion for an organisation
Q7. Does brand awareness create
opportunities of market expansion for an
organisation?
Frequency
 Yes 25
 No 5
9
8
7
6
Product designing
Services awareness
Consumer loyalty
All of the above
25
5
Yes
No

Interpretation: By above graph it can be determine that through brand awareness is very
beneficial for an organisation because through it they able various opportunities such as
expansion at new marketplace. According to data collected by researcher 25 audiences think that
it will help in attaining opportunities of expanding business and in respect of left 5 audiences it is
not help in respective thing.
Theme 8- Major influence of consumer buying behaviour and decision making
Q8. Which aspects has an major influence of
consumer buying behaviour and decision
making?
Frequency
 Brand awareness 13
 Quality of services 6
 Cost of product 11
Interpretation: By conducting evaluation of data collected by researcher in order to identify
aspects which have major influence of consumer buying behaviour and decision making
according to 13 respondents it is impact by brand awareness. Moreover in respect of 11 peoples
it is developed by cost of products and according to 6 audiences it is done by quality of services
provided by respective hotel.
Theme 9
Q9. Which of the following attribute you Frequency
13
6
11
Brand awareness
Quality of services
Cost of product

think associate with Claridge's Hotel?
 Affordable services 6
 Most popular 11
 All of the above 13
Interpretation: By analysing above data it can be determine that there are several attribute
which are associate with Claridge's Hotel such as according to 11 audiences one attribute can be
its popularity and in respect of 6 candidate next attribute can be affordable services. Moreover
according to 13 respondents it can be done through both of the attributes.
Chapter 5: Conclusion, Recommendations and Anticipated Limitations
Reflection:
By conducting this research which is based on brand awareness, I have enhanced my
knowledge regarding different brands, their qualities and their respective effects. I have also
learned about different marketing strategies to promote a product as well as while performing
this research i analyzed that brand awareness is an important factor for a company for its
personal growth as well as to earn profit. I have also faced many problems in this research such
as lack of time, shortage of resources, incomplete information and many more.
Recommendation:
6
11
13
Affordable services
Most popular
All of the above

In order to improve brand awareness, I would recommend some of the points which must be
applied by Claridge Hotel:
 To make customers aware about the brand the respective company must use its brand
packaging which will symbolize their product.
 To make product reach large number of customers, the company must make the effective
use to social media such as instagram, facebook and many more.
 The company should provide offers, discounts such as buy 1 get 1 free and advertise the
product on large scale.
 The manager of the company must hire talented and skilled employees who have great
knowledge of marketing and will be able to influence customers to buy the product.
Limitation
There are various limitation which are face by a researcher when they are conducting
their research in effective manner. Some of the major limitation that are faced by a researcher
during conducting this research are given below:-
 Lack of resources: During conducting this research project manager face issues such as
lack of resources like finance, raw material, time and many more. This will directly and
indirectly impact on outcome of research which is conducted on respective topic.
 Ethical condition: According to this limitation, researcher of respective research not able
to collect appropriate data and information due to confidentiality in Claridge's Hotel.
Conclusion
By analysing above mentioned point it can be summarised that brand awareness is
essential for a company because by it they able to attract more and more customers that leads to
attainment of company's target or goal. Through brand awareness an organisation able to develop
an effective as well as positive image in customers mind which encourage them to purchase
products and services of a particular company. There are various ways which can be adopt by a
firm in order to develop brand awareness such as effective advertisement, providing attractive
packaging and many more. This is effective for a company in several ways such as enhance
customer base, increase goodwill, develop loyal customers and so on.

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