Travelodge Brand Portfolio and Hierarchy Management

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BRAND MANAGEMENT

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task 1 (Building and managing brand overtime)............................................................................2
Introduction..................................................................................................................................2
Overview of brand equity and brand...........................................................................................2
Stages and benefits of developing successful brand....................................................................3
Marketing department role in designing brand equity.................................................................3
Brand development......................................................................................................................3
Strategies for brand extension, reinforcing and revitalisation.....................................................4
Strategy to strengthen the brand equity.......................................................................................5
Conclusion...................................................................................................................................6
Task 2 (Brand portfolio and hierarchy management)......................................................................7
Evaluation of brand portfolio strategy of Travelodge.................................................................7
Brand hierarchy management illustration with firm’s portfolio..................................................8
Brand equity management strategies within organisation portfolio............................................8
Task 3 (Brand extension and leverage).........................................................................................10
Strengths of leveraging brand....................................................................................................10
Dispensing possible suggestions for weaknesses that needs attention......................................10
Collaborative and partnerships contact......................................................................................11
Task 4 (Measuring and managing brand value)............................................................................12
Brand Value...............................................................................................................................12
Market Share..............................................................................................................................12
Brand Awareness.......................................................................................................................12
Consumer Attitudes...................................................................................................................13
Purchasing Intent.......................................................................................................................13

Conclusion.....................................................................................................................................15
References......................................................................................................................................16

LIST OF FIGURES
Figure 1: Brand equity matrix..........................................................................................................2
Figure 2: Brand pyramid..................................................................................................................4
Figure 3: Brand hierarchy of Travelodge........................................................................................8

Introduction
Managing brands in competitive arena has now become huge requirement that has important role
in marketing unit of firm. Brand management aims on planning and analysing the methods that
helps in perceiving brand. The current study will aim on explaining branding importance by the
marketing manager of Optimum Impression Ltd for preparing brochure to promote brands of the
Travelodge Hotels Limited. It will describe elements of brand strategy used by firm to manage
and build brand equity. Moreover, various strategies of brand hierarchy, brand equity as well as
portfolio management will be discussed for hotels. The study will further determine collaborative
and partnership importance in promoting brand at global level. At last, various techniques will
aim to manage and measure brand value with different examples.
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Task 1 (Building and managing brand overtime)
“Brand is Power”
(By ABC)
Introduction
The below task will discuss brand management and its significance in Travelodge Hotels Ltd. A
marketing manager of Optimum Impression Ltd will explain need of building and managing the
brand of firm. This is to create brochure for brand marketing of firm to reach global level based
on given scenario.
Overview of brand equity and brand
The term brand refers to design, name, symbol and sign that help in rectifying product and firms
by different features in comparison with rivals by dispensing prior satisfaction to consumers after
product advertisement and marketing of business (Keller, 2016). The brand name and their
identities are at huge risk now-a-days for which trademark tool is considered by firms that helps
in protecting brand in legal manner so that nobody can take misuse it. The logo or sign is
assigned to brand name so to develop easy recognition features by customers.
Figure 1: Brand equity matrix
(Source: Josh Brown, 2018)
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Thus, enhancing brand name for Travelodge is essential by marketers that help in creating brand
equity by developing variety of strategies for practising in marketing program that requires to be
initiated with important changes. The brand equity of hotel can be boosted using various sources
to create marketing strategies (San Martín, et.al, 2018). Thus, brand equity refers to commercial
value which is derived by consumer perception linked with services and products with certain
brand name.
Stages and benefits of developing successful brand
The Travelodge is most identified and well known hotel brands of UK that serves king sized bed,
better amenities and cleaned area that makes easy for visitors and customers to stay with better
and memorable experience. The marketing manager requires understanding needs of customers
so it helps in boosting brand name in wide manner. To promote brand in successful manner, the
Travelodge requires initiating the several steps that comprises developing correct tagline, setting
aims alone from others, developing business culture, becoming compatible and gets direction. It
will help in generating better experiences to firm’s sales and profits by providing certain benefits
such as competitive edge, shared values, customer loyalty, easy identification of new products,
buyer recognition, enhance credibility, etc (Lin, 2015).
Marketing department role in designing brand equity
Brand promotion is responsible duty that is managed by marketing department of firm that gives
path for reaching potential customers by Travelodge. The brand name is promoted by marketing
manager that carries higher calibre and interaction skills to target numerous customers at same
time. The easy identification of products is done through logos and symbols. The brand name is
highly impacted from different elements that consist of high prices of rooms, buyers trust, design
of symbol, poor advertising methods, unconfident employees etc. The brand name of hotel has
been impacted earlier due to irrelevant advertising, overbooking and false accusations that have
negatively affected its image. Therefore, the marketing manager needs to remove its impact with
new ideas of promotion and capturing customer trust again with best promotional and marketing
plans (Sasmita and Mohd Suki, 2015).
Brand development
The hotel chain is serving budget rooms for customers for that it has initiated various strategies
for promoting brand in efficient manner. The case study of Travelodge in which it states that the
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lowering of price is not sufficient for promoting brand but it has launched premium economy
rooms that is determined as ‘SuperRooms’ that contains residential decor, seating areas, USB
charging points, lighting choices, coffee machine, full length mirror etc are served to customer
that aids in developing brand at higher level and attracts numerous customers. Thus, there are
various factors that help in strengthening brand for attracting potential customers. The team of
marketing needs to bring consumer awareness helps in boosting brand name (Oliva, 2018). For
developing brand in firm brand pyramid should be initiated that is described below:
The brand pyramid comprises various factors that includes emotional benefits, brand idea, brand
persona, attributes and functional benefits that helps in developing Travelodge brand name. The
services given by hotels have attracted huge number of customers. Thus, brand can be developed
and promoted is services are in affordable prices, with tidy rooms and better staff experiences in
which brand name will get huge value.
Figure 2: Brand pyramid
(Source: Patrick ‘Mad’ Mork, 2018)
Strategies for brand extension, reinforcing and revitalisation
Brand extension refers to brand reputation leveraging, popularising and extending to boost the
market and consumer demands. For instance, to extend brand name hotel can start booking by
online mode in which customer can order food too while their stays (Lee, et.al, 2015). The
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extension of brand can be done by boosting consumer interaction, giving speedy and timely
services, hiking production for sales increase etc. The marketing decision plays important role in
managing brands. The firm needs to utilise strategies such as revitalisation and reinforcement for
long term positioning and image. The brand reinforcement refers to product initiation,
manufacturing ideas, technique for designing and service merchandising. Thus, to satisfy and
attract global buyer’s creativity, new ideas and innovation should be practised for reinforcing
brand of hotel.
Further, the strategies of brand revitalisation called as method of acquire and capture brand
equity source that departed. The recycling of earlier plans can help in gaining same image again
if mentioned in records. The ideas will help in reducing brand crisis by adopting old methods
again (Lu, et.al, 2017). For instance, the redevelopment plan of Travelodge £100 million must be
planned again to promote the brand in various countries.
Strategy to strengthen the brand equity
The marketing team of Optimum Impression Ltd aims to increase brand equity of hotel chain by
planning under marketing team. It can be nurtured by initiating Aaker’s Brand equity model.
David Aaker has termed brand equity as set of assets and liabilities that connects with name and
symbol of brand. The model comprises of five elements based on which promotion of brand can
be done. It holds various branding policies that help in raising brand equity of Travelodge. The
models are as follows:
 Brand Loyalty –loyalty towards brand can be achieved by dispensing quality services
and privileges to retain global customers (Tanveer and Lodhi, 2016). The hotel chain in
gaining huge market that boost core capabilities like channel bonding, consumer likings
and marketing sense that helps to gain sustainability.
 Brand Awareness – It requires certain parameters for popularising brand within buyers.
The marketing team can be given brand awareness by giving constant and quality goods
that dispenses brand exposure.
 Perceived Quality – The profits and revenues can be boosted by giving better quality in
taken amount. Thus, the staff can be trained to serve in chilling bars, gyms, playhouse,
swimming etc for giving brand growth.
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 Brand Associations – The professional and practical services helps in gaining customer
interest. The service customisation will help in serving customers with better experiences
with satisfaction helps to expand brand at higher level.
 Other Proprietary Assets – The competition position of hotel is managed by patent and
intellectual rights and trade partners. Therefore, brand equity of Travelodge will boost
interest, faith and trust within customers by having all information will increase brand
image (Ahirrao and Patil, 2017).
Conclusion
The above task has concluded the importance of branding by developing various strategies for
boosting image and reputation of hotel chains in several countries. Therefore, the above analysis
and evaluations states that marketing department provides huge response for developing brand
name. The marketing unit by developing brand helps in creating trust, improves recognition,
aims to support marketing efforts, employee motivation, generates revenues etc. Thus, brand is
crucial weapon that brings sustained and long term growth to business.
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Task 2 (Brand portfolio and hierarchy management)
Evaluation of brand portfolio strategy of Travelodge
Brand portfolio is defined as condition that comprises various brands of single business, services
or firms by connecting all entities at one place. The portfolios are essential to create at time of
promoting the brand for eliminating confusion between single business and several brand names
or various business and single brand name. For example – the portfolio by Travelodge has been
created to build new hotel that can attract customers with its strong brand name and reputation by
branding portfolio. The strategies and plans are created for branding portfolio by adding best and
quality services in affordable price (Laforet, 2017). The brand extension with portfolio strategy
has given huge growth when the hotel chain invested £100 million for establishing 15 hotels in
UK that can only be identified by creating portfolios. There are several brand portfolio strategies
that includes:
 Branded House Model – This is plan for creating single brand name under various
categories of services and products. For instance, Virgin group with one brand name into
various businesses that helps in boosting growth and identification easily. In similar way,
various branches and hotels of Travelodge are created in single brand name that makes
easy to select hotels.
 Brand House Model – model says that different brands are created for different product
categories. It is developed for securing the image of firm in case the product fails it will
impact or eliminate one brand name only and secures other product from same business
from being criticised. The Travelodge will not operate through this model.
The Travelodge has various series of Travelodge Hull South Cave, Hotel Travelodge and
Travelodge Doncaster that serves consumer by quality and quantity with better satisfaction levels
with early check ins, new hotels, site securities, comfy beds, charity etc (Wang and Chung,
2015).
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Brand hierarchy management illustration with firm’s portfolio
The brand portfolio for hotel can be created using brand hierarchy that states brand importance in
listing firm’s goods. Brand hierarchy refers to strategy that consists of similar brand constituents.
It has following elements such as:
Individual Brand – in this, different product has various brand names that help in easy customer
recognition. Thus, the hotel chain can aim on creating various brand names for various locations
so that services can be easily identified by customers (Brexendorf and Keller, 2017).
Corporate Brand – In this model, the name of organisation is used as product brand name. The
image of hotel is high and can be rectified easily as it carries firm’s name as its brand name.
In addition, brand hierarchies plays important role for such firms that carries single brand name
for different product just in case of Virgin group. It provides Virgin trains, Virgin megastore,
Virgin media, Virgin Atlantic etc that forms brand hierarchy. The hotel chain is subsidiary of the
Hotel Group names as WYNDHAM that serves to different locations in name of Travelodge.
Thus, the hotel operates within single brand name that creates better brand hierarchy. From the
diagram below, it states about Travelodge hotel series that is hierarchy of WYNDHAM group. In
same manner it has created various groups of hotels that are serving across the world with their
own brand names just like Travelodge (Herrero, et.al, 2017).
Figure 3: Brand hierarchy of Travelodge
(Source: Jen, 2011)
Brand equity management strategies within organisation portfolio
The firm’s portfolio plays crucial role in creating brand equity to acquire dynamic results in stiff
and competitive environment with several strategy implementations. The strong and popular
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