Report on Branding of Hospitality Services at Hilton Hotel

This report provides an analysis of the branding strategies employed by Hilton Hotel to enhance its hospitality services and gain a competitive advantage. The study explores the significance of branding, highlighting its role in creating a unique image, influencing customer perception, and differentiating services. The report delves into the benefits of branding strategies, such as effective customer identification and increased customer satisfaction. The report also reviews the literature on branding, discussing its importance in the hospitality sector, and examines how Hilton Hotel utilizes branding techniques in areas like food, accommodation, and bar services. The discussion section analyzes branding's effectiveness in gaining a competitive edge, and the conclusion summarizes the key findings with recommendations for further improvements. The report underscores the importance of branding in achieving organizational goals and fostering customer loyalty within the competitive hospitality market.

Branding Of Hospitality Services
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EXECUTIVE SUMMARY
In this report learning has focused on work culture of Hilton hotel in order to understand the
concept of brand strategy. In the support of this, it has been spotted that the branding is considered as a
operational activity which creates unique name and image for product and services in the perception of
customers. It mainly performs with an assistance of diverse actions such as advertising, campaigns and
promotion activities. In the support of this, it can be said that the management of Hilton hotel can focus
on concept of branding for effective development of business opportunities.
It has also been noticed the learning that emotional aspects can also be considered as a critical
aspect in order to boost the brand image and influence the customer perception towards hospitality
services. With an assistance of branding the business organisation can also differentiate its services
from the others and gain better competitive advantage. It has been spotted that there are number of
benefits of branding strategies which impacts the hospitality services in positive manner. Branding
strategy also provide effective identification of customer needs and expectations which have direct
influence on customer satisfaction level.
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TABLE OF CONTENTS
INTRODUCTION................................................................................................................................4
LITERATURE REVIEW.....................................................................................................................4
DISCUSSION AND ANALYSIS.........................................................................................................8
CONCLUSION..................................................................................................................................10
RECOMMENDATION......................................................................................................................11
REFERENCES...................................................................................................................................12
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INTRODUCTION
Branding is a procedure which plays key role in creating unique name and image for
product and services in the perception of customers. It mainly performs with an assistance of
diverse actions such as advertising, campaigns and promotion activities. It is also necessary for
hospitality organisations to focus on branding activities in order to boost the effectiveness of
hospitality services and attain better competitive advantage (Kim, 2008). Moreover, the branding
activities key motive is to establish critical and differentiated presentation of product and
services in the target market in order to attract more customers. It is also beneficial for
maintaining balance between retention rate of loyal customers.
In this report, learning will focus on work culture of Hilton Hotel in order to understand
the effectiveness of branding strategies in context of gaining better competitive advantages. It
will focus on key factors of branding strategies which can influence the effectiveness of
hospitality services. It will also have spot light on the benefits of branding strategies which can
impact the hospitality services in positive manner. Furthermore, it will also provide information
regarding significance of branding strategies in hospitality services and organisational
performance.
LITERATURE REVIEW
Meaning and Significance of branding strategies
Branding strategy is considered as a long term plan which provides great extent of
development in order to lead business towards success and effective accomplishment of
organisational goals. As per the view of Tasci (2011) with an assistance of well defined and
executed brand strategy the business organisations can focus on diverse aspects of operations. It
directly have great level relation with customer needs, emotions and competitive environment
which means well implemented brand strategy can influence these factors and lead business to
impressive success (Tasci, 2011). Crotts (2009) has stated that brand strategy is a form of long
term marketing assistance which provides better success to brand image as per the consideration
of characteristics of the target market. It also provides detailed information regarding preferences
and exceptions of customers.
Other than this, Crotts (2009) has critically explained that the branding is a symbol or use
of well designed tactics which provides a unique identification to the product and services in
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targeted marketplace. In this support it can be asserted that the business organisations can have
focus on various branding strategies in order to boost the effectiveness.
According to Gehrels (2011) the branding is form of marketing strategy which is mostly
adopted by business organisations to differentiate their products and services from other brands
or competitors who provide same of kind of services in same targeted marketplace. In the
support of this, it can be contented that it is a strategy which provides unique name and
identification to the product and brand in highly crowded marketplace (Crotts, 2009). Gehrels
(2011) has asserted that with an assistance of strong brand image the business organisations can
easily influence the customer buying behaviour by focusing on emotional and reinforcing
aspects.
Moreover, Magnini (2009) has critically said that brand strategy is significant factor for
every business organisation because it provides great extent of opportunity to brand image which
can render effective recognition of brand within highly competitive market (Gehrels, 2011). In
the support of this, it can be said that with an use of brand strategy the business organisation can
attract more and more customers which is beneficial for advancement in customer base. Magnini
(2009) has concluded that the branding strategy is significant because it helps in attracting
customers and hold loyal customers in order to accomplish organisational gaols.
Hospitality services and their branding
As per the view of Sehgal (2013), there are number of hospitality services which needs
effective level of branding in order to attain better competitive advantage. In this support it can
be said that hospitality organisation provides number of services such as food, accommodation,
etc (Sehgal, 2013). In the support of this, Marcoz (2014) has asserted that the business
organisation is providing food services in its restaurant. In order to attract more and more
customers towards food or restaurant services the management of hospitality organisation can
design some innovative dishes with unique names (Dziri, 2013). It will attract more and more
customers in order to boost the organisational success.
Other than this, Klimchuk (2013) has contended that the another key service of
hospitality sector is accommodation. In order to have better branding of accommodation services
the business organisation can focus on design and interior of rooms. Hospitality organisation can
also promote its room services by using unique names for rooms such as royal suite, love world.
It will attract more and more customers and impact brand image in positive manner (Klimchuk,
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2013). In the support of this, Neame (2007) has suggested that the accommodation services can
be promote by focusing concept of theme rooms. For example, the management of hospitality
organisation can develop or design a theme base room as per unique name of room (Neame,
2007). The furniture and other essential fixtures can be designed in separate way as per theme of
room.
Moreover, Solomon (2012) has contended that there are some other services as well
which needs high level of branding in order to meet the organisational gaols. Bar service and pub
area also requires high degree of branding. In the support of this, it can be said that the
hospitality organisation must ensure about the quality of product in context of alcohol and other
drinks. Improved level of quality attracts more customers towards services and facilitate business
firm to meet the customers needs (Solomon, 2012). Fog (2010) has argued that in order to have
effective branding of bar services the hospitality organisation must ensure that employees are
providing welcoming nature and proper information about the alcohol product is provided to
customers. It will also enhance the customer experience and satisfaction level which directly
impacts the organisational performance (Fog, 2010). Other than this, pub services can be endorse
with an assistance of celebrities. Baker (2004) has said that the famous DJ can be hired for
musical nights and enhance the customer satisfaction level.
Effectiveness of branding strategies in gaining competitive advantages
According to Baker (2004), brand strategies plays a key role in success of every
organisation and it provide great opportunity to enhance competitive advantage. In the support of
this, it can be said that with an assistance of brand strategy the business organisation can easily
influence the customer perception and expectations in order to attract more customers (Baker,
2004). In other aspect, improvement in customer base is beneficial for gaining better competitive
advantages. Other than this, Bolat (2009) has stated that brand strategy also provides effective
identification of brand within competitive market. It is one of most crucial step for every
organisation to determine brand in market and gain some strengths. It will provide effective
recognition within market and facilitate business organisation to attain better competitive
advantage (Bolat, 2009).
Crotts (2008) has argued that with an improved focus on brand strategy the business
organisations can have number of advantages in the form of environment, social and economic
aspects. In the support of this, it can be stated that improvement in these kinds of factors are
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beneficial for better competitive advantage as it impacts positively on the organisational culture.
According to critical statement of Crotts (2008), brand strategy is also advantageous for creating
better differentiation and position of brand within the market. In this support it can be said that
in order to attain better competitive advantage the business organisation needs to bring
uniqueness in product and services. It will provide better attention of customers and stand out the
company from its competitors (Moulin, 2005). This clearly indicates that the effective design of
brand strategy helps in gaining better competitive advantages.
Moulin (2005) has contended that the brand strategy also builds and expose the brand
opportunities. With an assistance of brand strategy the business organisation can use various
promotional channels which creates better exposure opportunity for employees. It plays a key
role in improvement of employees skills and perception which will impact the organisational
performance in positive manner. Improvement in skills and organisational performance is also
advantageous for effective competitive advantages. Moreover, Bolat (2009) has critically said
that branding strategy also provide effective identification of customer needs and expectations
which have direct influence on customer satisfaction level Baker (2004). Improvement in
customer satisfaction level will also provide betterment in customer base which is beneficial for
effective competitive advantages.
Benefits of branding strategies
According to Fog (2010) brand strategy is considered as one of significant aspect in
marketing of product and services. It is not only to boost the brand image but also to meet the
customers expectations and enhance their experiences. In the support of this, it can be said that
the brand strategy provides number of benefits which can lead business to impressive success
and generate better business opportunities within target market (Fog, 2010). Solomon (2012) has
concluded that the branding is beneficial for advancement in brand recognition. Customers are
more attracted towards business organisations who have familiar products and services.
Companies can target these factors which will feel customer valuable and force to purchase
product and services.
As per the view of Solomon (2012) another benefit of brand strategy is that it helps
management to set out brand apart from the competition. It allows management to focus on
various global factors which creates differentiation and uniqueness within brand and provide
competitive advantage over competitors. This kind of development is beneficial for effective
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success and lead business to great extent in aspects of competition (Solomon, 2012). Other than
this, Neame (2007) has said that the brand strategy also plays a key role in rendering information
about business and its nature among public. It creates better trust among the target market and
leads business to high ratio of loyal customers. It promotes the transparency among business and
customers which is beneficial for number of advancement in business activities.
Neame (2007) has concluded that the brand strategy is also advantageous for
advancement in motivation level of employees. In the support of this, it can be said that
improvement in brand image provides number of advancement which facilitates management to
accomplish goals in effective manner (Neame, 2007). Effective accomplishment of
organisational needs have direct positive impact on the motivation level of staff members.
Moreover, Klimchuk (2013) has argued that the well designed brand strategy also helps business
organisation to stay focused and meet the customers needs in effective manner. Improved level of
information regarding customers needs and perception provides better guide to marketing efforts
and save time as well as investment.
DISCUSSION AND ANALYSIS
Brand strategy is a combined managerial and marketing effort which mostly business
organisations have in order to create better value to business. In this respect, it is also necessary
for management of Hilton Hotel to focus on brand strategy so that business can have impressive
developments which can amend business opportunities as well (Marcoz, 2014). With an
improved focus on brand strategy the management of hospitality organisation can attain strong
brand image which will render impressive value to business beyond the physical assets. It means
Hilton hotel can attain better competitive advantages with an assistance of brand image.
Other than this, in order to have effective branding the management of hospitality
organisation can focus on promotional activities which can impact the customers emotions. For
example, the management of Hilton hotel has created a campaign in which they target its
customers by focusing on emotional aspects (Neame, 2007). Moreover, it has also been
identified that the effective brand connects with people by considering emotional aspects. If
customers feel valuable from the hospitality services then they will be more attracted towards
brand. Purchasing is an emotional experience and having a strong brand helps people feel good
at an emotional level when they engage with the company (Solomon, 2012).
In the support of above statement, it can be said that the branding will facilitate the
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hospitality organisation to develop great image of hospitality services in the perception of clients.
It will provide uniqueness to the attribution of services by highlighting the certain qualities. It is
also one of most effective activity which attracts more and more target audience towards services
(Fog, 2010)). Moreover, the brand strategy is also beneficial for creating effective recognition
and provide wide range of opportunities to the brand. It also renders a positivity within work
culture by providing various strengths and attaining better position over the competitors.
With an assistance of brand appeal the management of Hilton hotel can acquire number
of benefits. It will boost the presence of brand in the leisure tourism market and provide better
command on activities regarding decision of price, product, etc (Bolat, 2009). In other aspect, it
can be said that with an improved focus on brand strategy the management of hospitality
organisation can also improve its customers base which is beneficial for improvement in its
market share. It also provides better opportunity to use number of advertising and promotion
techniques in order to attain better market share (Moulin, 2005). Brand strategy of Hilton hotel
also provides effective identification of brand within competitive market. Moreover, brand
strategy of hospitality organization is also advantageous for creating better differentiation and
position of brand within the market.
In the support of brand strategy it can be said that the promotion strategy provides an
great support to creation of brand image. Management of Hilton hotel can use number of reward
and discount approaches in order to boost the sales and attract more customers towards
hospitality services (Bolat, 2009). With an assistance of reward and gift cards the hospitality
organisation will have better advancement in customer base. It also creates a better opportunities
for business organisation and promotes business to the extent degree. Moreover, the management
of business organisations are also attracting customers by offering free services or rewards. It is
also one of most commonly used advertising technique which provides better opportunities to
business.
Furthermore, the honesty is also one of most critical aspect factor which enhances the
brand image and render validity to brand strategy. Business organisations are providing diverse
information to target customers in transparent manner. It creates better trust among customers
and increases the ratio of loyal customers. In the support of this, it has also been spotted that the
hospitality organisations are also focusing on building long term relationship with its customers
in order to boost the brand image (Kim, 2008). This indicates that it is necessary for management
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of Hilton hotel to ensure about the customers needs and expectations. It creates better
relationship with customers and render valuable factor which is advantageous for advancement
in brand image.
Business organisations are also bringing number of innovations in its promotional
activities and they believe that convey of same message in branding can impact the long term
success in negative manner. Employees skills and attitude is also considered as a key factor
branding in hospitality organisation (Tasci, 2011). In other aspect, it can be said that the
hospitality organisations focuses on creating welcoming environmental conditions to enhance
satisfaction level. The branding procedure seeks to germinate or align the demand behind the
brand experience (Crotts, 2009). It is all about creating an impression within mind of customers
by using qualities or characteristics of product or service which are associated with a
organization. Improved focus on brand image also provides various kinds of benefits over
competitors.
It has also been spotted that the customers consider brand image as one of critical aspect
in the buying decision. If business organisation does not have impressive brand image in
perception of customer then it will impact the business in negative manner. In this aspect, it is
essential for business organisation to focus on factors which can influence the customer buying
behaviour. In this support it can be said that hospitality organisation provides number of services
such as food, accommodation, etc (Gehrels, 2011). It is essential for business organisation to
develop various services and products as per needs of customers. It will also improve the quality
of services and create better trust among target market which can be considered as branding
factor. Moreover, brand strategy is of significant aspect in rendering information about business
and its nature among public (Magnini, 2009). It is also beneficial for creating trust factor among
the target market and leads business to high ratio of loyal customers.
In the support of this, one of key benefit of brand strategy is that it assist management of
hospitality firm to set out brand apart from the competition. It allows management to focus on
various global factors which creates differentiation and uniqueness within brand and provide
competitive advantage over competitors.
CONCLUSION
As per the above study it can be concluded that the brand image is considered as a key
aspect in the success of every business organisation. It has been spotted that there are number of
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hospitality services which requires high ratio of branding in order to create better awareness
among customers. Branding is considered as a managerial and marketing activity which can
boost the business opportunities. With an assistance of branding the hospitality organisation can
also attain better better competitive advantage over success its competitors and lead business to
impressive success.
RECOMMENDATION
It is necessary for Hilton hotel to focus on diverse ways which can boost the brand image
of company and lead business to impressive level of success. As per the above discussion it can
be said that management of Hilton hotel can focus on creating welcoming environment as it will
amend the better trust among market. In this respect, management can focus on development of
employees skills so that proper value can be provided to customers while serving the hospitality
services. It will create better brand image of Hilton among targeted customers. Other than this,
business organisation can also focus on various promotional and advertising strategies in order to
create better brand image. Management of Hilton hotel can use social media and other
communication tools for effective branding of hospitality services. Moreover, the number of
reward policies can also be adopted by management to retain loyal customers. It will boost the
success level of organisation and provide business to better competitive advantage. In the support
of this, it can be said that the management of Hilton hotel can focus on emotional aspects to
create better brand image within the market. Uniqueness in product and services will also
enhance the branding of hospitality firm.
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REFERENCES
Books and Journals
Baker, K., 2004. Hospitality Management: An Introduction. Hospitality press Pty. Ltd.
Bolat, T., 2009. The relationship between outsourcing and organizational performance: Is it myth
or reality for the hotel sector?. International Journal of Contemporary Hospitality
Management. 21(1). pp.7-23.
Crotts, C. J., 2008. A survey method for identifying key drivers of guest delight. International
Journal of Contemporary Hospitality Management. 20(4). pp.462-470.
Crotts, J. C., 2009. Organizational alignment and hospitality firm performance. International
Journal of Culture, Tourism and Hospitality Research. 3(1). pp.3-12.
Dziri, R., 2013. Avoiding Strategic Drifts in a Hypercompetitive Market. GRIN Verlag.
Fog, K., 2010. Storytelling: Branding in practice. Samfundslitteratur.Clifton, R., 2009. Brands
and branding. . John Wiley & Sons.
Gehrels, S. A., 2011. Employer branding: A new approach for the hospitality industry. Research
in Hospitality Management. 1(1). pp.43-52.
Kim, W. G., 2008. Branding, brand equity and brand extensions. Handbook of hospitality
marketing manage ment. pp. 87-118.
Klimchuk, M. R., 2013. Packaging design: Successful product branding from concept to shelf.
John Wiley & Sons.
Magnini, V. P., 2009. Understanding and reducing work-family conflict in the hospitality
industry. Journal of Human Resources in Hospitality & Tourism. 8(2). pp.119-136.
Marcoz, E. M., 2014. Benefits from Service Bundling in Destination Branding: The Role of
Trust in Enhancing Cooperation among Operators in the Hospitality Industry. International
Journal of Tourism Research. 8(2). pp.119-136.
Moulin, C., 2005. Appreciating the built environment through cultural tourism: Fundamental
changes in values and approaches. Tourism Review. 51(2). pp.7–13.
Neame, C., 2007. Towards a contemporary approach for understanding consumer behaviour in
the context of domestic energy use. Energy Policy. 35(8). pp. 4381-4390.
Sehgal, K., 2013. Employer Branding: A Potent Organizational Tool for Enhancing Competitive
Advantage. IUP Journal of Brand Management. 10(1). pp.51.
Solomon, M., 2012. Consumer behaviour. Pearson Higher Education AU.
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Tasci, A. D., 2011. It affects, it affects not: A quasi-experiment on the transfer effect of co-
branding on consumer-based brand equity of hospitality products. International Journal of
Hospitality Management. 30(4). pp.774-782.
Online
Key roles and functions in hospitality enterprises, 2011. [Online]. Available through:
<http://hsc.csu.edu.au/hospitality/hosp_240/comp_units/SITHIND001B/4372/
key_roles.htm> [Accessed on 7 December, 2015].
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