The Impact of Brand Extension on the Success of Crowne Plaza Hotels

This research project investigates the influence of brand extension on the growth and success of businesses, using Hotel Crowne Plaza as a case study. The project, presented in a report format, includes an introduction outlining the research project's specifications, factors influencing project selection, and a detailed plan. A literature review provides context, followed by a research methodology section. The core of the project involves data findings, analysis, and discussion, interpreting results in relation to the initial research goals. The study covers various themes such as brand extension strategies, the importance of brand enlargement, main strategies applied by the company, factors impacting the brand, factors in the success and growth of the hospitality industry, use of components in the brand extension process, types of challenges, and valuable strategies of brand enlargement. The project concludes with recommendations, areas for further consideration, and anticipated limitations, providing a comprehensive analysis of brand extension within the hospitality sector. The assignment utilizes graphs to depict various themes and factors associated with the project.

Research Project
(To assess the influence of Brand
Extension on growth and success of
business. A case study on Hotel Crowne
Plaza. )

Introduction
Brand extension is defined as vital component of marketing
strategy under which a new good or item is introduced with an
existing brand name. Brand that administers height to product in
its name is referred as parent brand.

Theme 1: Strategy of brand extension
Yes No
0
5
10
15
20
25
30
35
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45
50 46
4
Column B

Theme 2: Importance of brand
enlargement
Instant Position and Reputation
Enhancing customers base
Lower cost access
Promotional efficiency
0
2
4
6
8
10
12
14
16 15
10
15
10
Column B

Theme 3: Main strategies applied by the
company to maximise their sustainability
Brand Extension
Product Portfolio
Technology and learning
Market Research
0
5
10
15
20
25
30
30
5 5
10 Column B

Theme 4: Main factors that impact on
Crowne plaza
High market Competition
Changing needs of customers
High profitability
All of the above
0
2
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6
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10
12
14
16 15
10
15
10
Column B

Theme 5: Involvement of factors in the
success and growth of hospitality industry
Leisure Time Enabling Factor Technology Factors Income
0
2
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12
14
16 15
10
12
13
Column B

Theme 6: Use of main components in the
brand extensions process of company
Vision and Mission of firm
Availability of Resources
Customers preferences
0
2
4
6
8
10
12
14
16
18
20
20 20
10
Column B

Theme 7: Types of challenges
Rivals Strategy
Dynamic and complex forces
Lack of Resources and expertise
0
5
10
15
20
25
25
15
10 Column B

Theme 8: Valuable strategy of brand
enlargement
Horizontal Vertical
0
5
10
15
20
25
30
35
40
40
10
Column B

Theme 9: Advantages accomplish by
company while implementing of brand
extensions
Reliability on brand
Easy availability of goods
Improvement in quality of goods
Reduction in prices
0
2
4
6
8
10
12
14
16 15
12 12
11
Column B

Theme 9: Advantages accomplish by
company while implementing of brand
extensions
Reliability on brand
Easy availability of goods
Improvement in quality of goods
Reduction in prices
0
2
4
6
8
10
12
14
16 15
12 12
11
Column B