A Research Project: Brand Management Strategies for Hilton Hotels

This research project examines the brand management strategies of Hilton Hotels, aiming to identify the importance of branding in promotional activities. The project includes an introduction defining brand management and its significance, particularly within the hospitality sector, followed by an outline of the project, objectives, and research questions. Task 1 focuses on project specifications, factors influencing project selection, and a literature review on brand management theories such as brand loyalty and value-based branding, along with a Gantt chart detailing project timelines. Task 2 delves into resource efficiency, research specifications, and data collection methods. Task 3 addresses project specifications, literature review, research questions, and methodology, including data collection and interpretation. Finally, Task 4 focuses on the appropriate media for presenting research outcomes. The project utilizes primary data collection through questionnaires to gather customer insights, aiming to assess the impact of brand promotion on Hilton's productivity and identify effective strategies for brand management within the competitive hospitality market.

RESEARCH
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Project outline and specification......................................................................................1
1.2 Identifying factors that contribute to the process of research project selection and factors
that motivated the choice........................................................................................................2
1.3 Literature review..............................................................................................................3
1.5 Gantt chart........................................................................................................................4
TASK 2............................................................................................................................................7
2.1 Efficiency of resources to research question....................................................................7
2.2 Research specification and procedures.............................................................................7
2.3 Data Collection.................................................................................................................7
TASK 3............................................................................................................................................9
1.1, 1.2 Project specification and factors that influence brand management.........................9
1.3 Literature review..............................................................................................................9
1.4 Research questions ........................................................................................................10
1.5 Research Methodology...................................................................................................11
2.3 Data Collection...............................................................................................................11
3.1 Description of methods to collect data ..........................................................................13
3.2 Data Interpretation..........................................................................................................13
3.3 Recommendation and justifications of areas for further consideration..........................16
TASK 4..........................................................................................................................................17
4.1 Appropriate media to present the outcomes of the research audience...........................17
CONCLUSION .............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Brand management begins with having a thorough knowledge of the term brand. It
defines institution value and developing promise in between customers and organization. It helps
to define the best following results for the company betterment. Trade name management
includes managing the tangible and intangible characteristics of brand. Present report will be
based on brand management of Hilton. Brand management is the assembling of various
marketing mix mediums for the better half performance (Kandampully, Zhang and Jaakkola,
2018). Branding is assembling of various marketing mix mediums into a whole process. Present
study will be going to express the possible research project outline specification. Further, In this
research topic will be explaining the role of brand management in terms of importance of making
more brand awareness in the market. Besides, it is the responsibility of marketing management
that helps to control the best performing goals.
TASK 1
1.1 Project outline and specification
Rationale
Brand social control is a function of marketing that uses techniques to increase the
perceived value. Brand governance positioning is the most important. Brand direction is one of
the most important parts for organisation through which they get high level of customer
satisfaction (Ariza-Montes and et.al., 2017). Besides, it is the process of improving, managing
and upholding a brand so that the name is associated with positive results. This includes various
aspects that help Hilton to grow up the best possible action plan. On the contrary, due to not
having good common ad on the market it might be gives company low preference level.
Hospitality industry is getting higher brand management stability in order to meet the needs of
organisation as well as customer requirements. In hospitality sector, most luxurious hotel chain
provides the best services to their most potential customers and goals. It helps to make the proper
changes and best improvise level of brand image in front of their customer level.
Overall study presented the importance of Brand management in order to promote the
company products and services. Further, study also more focused on some new skill
management in order to enhance the Hilton effective services and growth. Brand management
can developed the market positions, sales volume, global reach and attract number employees
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towards company as well. Present study affect the company in positive manner. On the other
side, if Hilton fails to beat the competition level within the company, they cannot get the full
satisfaction level from the customers.
Background
Hilton is the worldwide leading brand which is an American multinational hospitality
organisation that is situated in Virginia. Hilton itself is the big brand image in hospitality sector
who always provides the unique services to their customers (Barreda and et.al., 2016). Hilton
denotes the best leading resourceful item goals. Apart from that, it is another form of major goals
and effective performance making task.
Aim
“To identify the importance of brand management for promotional activity”. Case study based on
Hilton.
Objectives
 To assess the role of brand management in development process.
 To identify the ways of promoting brand of Hilton.
 To ascertain the challenges faced by Hilton in brand management.
1.2 Identifying factors that contribute to the process of research project selection and factors that
motivated the choice
Significance of research
Brand management investigation is the most important and significant inquiry topic that
helps to identify different new market trends and long lasting behavioural goals. Besides, it is the
most consumer leading factor that affects business leading sources. It is the most important and
appropriate challenging part (D’Annunzio-Green and Teare, 2018). The main purpose of brand
management is to full fill the long term goals and objectives of the company. Especially, it would
be helpful to make a positive brand personality in front of customers. The main purpose of the
brand image is to showing the good image in front of their potential customers. It helps to give
the best potential services and goals. It is the most important concept of marketing that helps to
control the best leading performing goals. Constructing a positive relationship with the target
market is vital for brand management. Brand management is more productive in the aspect of
utilising the all resources and goals. That helps to increasing the value of a product.
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Research is very important for new developments and ideas that might be adopted by the
company development. Present research become more new developing and new emerging new
making task. This is the best way to make the better way of performing new outcomes and
growth. Present research can help to judge the main purpose of brand management within the
organisation.
Factors affecting goals
The main purpose of this growth will help to target the audience knowledge and makes
the better services and growth (King, 2017). This would help to identify the customer attention
and best leading goals.
Factors that lead to brand management
 Analyse the competition level or quality of their products and services
 Focus on the brand logo and tag line.
 Develop a healthy brand reputation
 Seek the customer attention and good feedbacks.
1.3 Literature review
Brand management is the most important or essential part for the company through which
company can easily promote their product & services in better manner. Role of brand
management is the best leading source. It assists to set appropriate pricing and launch of new
product for developing new business opportunities. It assists to build a healthy relationship with
opportunities along with budget for conducting advertising and promotional items. It also helps
to analyse competitors and insight to forecast the sales with using relevant tactics. On the other
hand, Kandampully, Zhang and Bilgihan, (2015) stated that brand management tends to
demonstrate the marketing experience in similar environment.
Study will also presenting some of the theories of brand management to determine the
best service outcome results and goals. Brand management for Hilton is very much essential and
challenging for gaining the competitive edge in the market. Further study will be going to covers
some of the brand management theories such as theory of brand loyalty, the branding theory and
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value based brand theory. All these theories presenting the actual existing level of the company.
Overall, The main purpose of the study is that to enhance the importance of brand management
and its importance to keep sustained the Hilton brand value.
According to 7 Branding Approaches have to know about, (2017) there are 7 approaches
of branding can help Hilton to make the best following result outcomes and better goals services.
Economic approach of the branding is the part of traditional marketing mix. Besides, identifying
approach is the another approach of branding that helps to identifying the self image leads us to
certain shops. Companies as main brand value creators for example storytelling in marketing.
1.4 Research questions
Q1. What is the role of brand management in development process? (Secondary Question)
Q2. What are the ways of promoting brand management? (Primary Question)
Q3. What are the challenges that affect brand management of Hilton? (Primary Question)
1.5 Gantt chart
Project management plan
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Design 1 day Fri 4/13/18 Fri 4/13/18
Development of Project
Initiation Document 15 days Mon 4/16/18 Fri 5/4/18 1
Determining resources of
project 10 days Mon 5/7/18 Fri 5/18/18 2
Formulation of goals and
objectives 6 days Mon 5/21/18 Mon 5/28/18 2,3
Setting deadlines 1 day Tue 5/29/18 Tue 5/29/18 4
Gathering Team 15 days Wed 5/30/18 Tue 6/19/18 5
Develop 1 day Wed 6/20/18 Wed 6/20/18 6
Conducting meeting 10 days Thu 6/21/18 Wed 7/4/18 5,7
Scope of project 5 days Thu 7/5/18 Wed 7/11/18 8
Collection of data 10 days Thu 7/12/18 Wed 7/25/18 9
WBS structuring 10 days Thu 7/26/18 Wed 8/8/18 10
Planning of budget 14 days Thu 8/9/18 Tue 8/28/18 11
Implement 1 day Wed 8/29/18 Wed 8/29/18 12
Assuring quality 20 days Thu 8/30/18 Wed 9/26/18 13
Training of team 10 days Thu 9/27/18 Wed 10/10/18 14
Evaluate 1 day Thu 10/11/18 Thu 10/11/18 15
Change control integration 21 days Fri 10/12/18 Fri 11/9/18 16
Monitoring and control of
project 10 days Mon 11/12/18 Fri 11/23/18 17
Checking of quality 15 days Mon 11/26/18 Fri 12/14/18 18
Closure 1 day Mon 12/17/18 Mon 12/17/18 19

Evaluation of project 15 days Tue 12/18/18 Mon 1/7/19 20
Areas of modification 10 days Tue 1/8/19 Mon 1/21/19 21

Gantt chart
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TASK 2
2.1 Efficiency of resources to research question
Time: Time is the most effective tool or technique that helps to give project success and
best leading sources. Every project has some set of starting or ending date. Time helps to make
the effective policies and procedures which is required for managing the project goals. Present
research process will be completing in within 3 months.
Cost: cost is the another most effective and best leading element that helps to connect the
project goals to the objectives. It helps to make the proper budget or monitors the cost in
appropriate manner. This helps to make the decision making on unexpected or extra costs.
Present project management will includes cost of £400.
Resources: Resources helps to collect the all sources together to make a particular target
approach market. This would help to control the best leading resourceful goal. Present project
will be using All kinds of resources helps to make project successful such as financial, human
resource, natural etc.
Quality: it is the another component which makes project more efficient and
successfully. Quality just the most necessary element that Hilton needs to maintained. Branding
must have includes proper quality assurance that affect the better environmental goals.
2.2 Research specification and procedures.
Brand management is the most essential target market goals that helps to connect the best
resourceful goals and leading market challenges. That helps to define the importance of company
values. In order to conduct the present study, this required a planning organising implementing
and controlling. Research collects all required information and goals through all process has
done. Present research has been used of different research methodology results in order to keep
the management task. Apart from that, it develops the new emerging new market growth.
2.3 Data Collection
Primary Data Collection
Questionnaire
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Name:
Age:
Gender:
1. Does brand promotion increases the productivity of Hilton hotel?
 Yes
 No
 Cannot say
2. Word of mouth considers the most trusted source of communication to increase productivity
in the chosen enterprise.
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree
3. Which is the most effective strategy for brand promotion of products and services of Hilton
hotel?
 Customer contact
 Event management
 Wall paintings
 Any other (please specify)
4. Which type of strategy is useful for brand management to increase productivity?
 Availability
 Good advertising
 Low price and cost
 Word of mouth
5. What thing generally influences customers towards chosen business?
 Attractive place
 Display and advertising
 Brand image
 Offers and discount
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TASK 3
1.1, 1.2 Project specification and factors that influence brand management
In current scenario, customers are conscious about their health services. Hospitality
sector is the fast growing sector who always focused on the customer service. Besides, this
makes the best leading source (Why Brand management is a key success factor for modern day
marketers, 2018). The main purpose of choosing this research topic is to attract number of more
clients for Hilton, maintained employee relationship, to keep the brand long lasting, etc.
1.3 Literature review
Role of brand management in the development process
As per the views of Cheung, Kong and Song, (2014), brand management considers the
strategy which includes guidelines, vision and value proposition for short and long term results.
To accomplish the desired position, advertising and marketing activities help to develop strong
communication skills which need to maintain a good relationship and create external contacts as
well. It helps to obtain a desired level position with analytical and ambitious effectiveness to
perform several functions and operations.
According to the viewpoints of Kim, Choe and Petrick, (2018), brand awareness is plays
a major key element which consists of development process to increase understanding in
marketing mix, that helps to different more opportunity for the company. It determines an
appropriate functioning and work with strong focus on results. Therefore, business can progress
with marketing activities that encourage towards innovative functioning.
Ways of promoting brand of Hilton
As per the views of Šerić, Gil-Saura and Ruiz-Molina, (2014) social media is one of the
important perspectives which develops brand promotion in a systematic way. In this regard, right
platform must be implemented that increases effectiveness of business with social network. It
helps to build community with using Facebook, Instagram, Twitter, etc. Hence, photos and video
can be shared to provide appropriate value in the enterprise. It builds relationship with target
customers to increase positive experience. Besides this, King, (2017) generated their views that
another way to develop and promote brand of Hilton hotel is determining authenticity in which
social media develops brand performance in a positive manner. It also assists to deal with
innovative functions and operations in a systematic manner. For further development process or
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