Analysis of Brand Management in the Hotel Industry: A Detailed Report

This report provides a comprehensive analysis of brand management within the hotel industry. It begins with an executive summary emphasizing the importance of brand management for enhancing customer satisfaction, brand awareness, and competitive advantage. The introduction establishes the core concept of brand management as a strategic approach to increasing brand value and customer connections. A literature review explores existing research and perspectives on brand management in the hotel sector, highlighting various techniques and strategies. The report then delves into the analysis, discussion, and evaluation of research methodologies, focusing on the use of qualitative methods, surveys, and customer feedback for data collection and analysis. Key findings from the research are presented, emphasizing the positive outcomes of effective brand management, such as increased customer loyalty and revenue generation. The report concludes by reiterating the vital role of brand management in the hotel industry and its impact on long-term success, emphasizing the significance of a strong brand image for market survival and growth. The report also covers various marketing strategies such as social media marketing, search engine optimization, online marketing, email marketing and the use of digital platforms.

BRAND MANAGEMENT
IN THE HOTEL
INDUSTRY

Table of Contents
EXECUTIVE SUMMARY...............................................................................................................3
INTRODUCTION.............................................................................................................................3
LITERATURE REVIEW..................................................................................................................3
ANALYSIS, DISCUSSION AND EVALUATION OF RESEARCH ............................................5
FINDINGS.........................................................................................................................................6
CONCLUSION.................................................................................................................................6
REFERENCES..................................................................................................................................7
Books and Journal.........................................................................................................................7
Online............................................................................................................................................8

EXECUTIVE SUMMARY
The process of improving and maintain the brand of the company by continuously
changing it in terms of getting positive results for the organization is what is brand management.
Brand management lead to high customer satisfaction, brand awareness, recognition and helps in
getting competitive advantage to the company. The report tells us about importance of brand
management in hotel industry as how brand management can help the hotel in increasing its sales
and revenue. It shows that brand management can be done through various ways but for that the
customer need to be aware of the brand and for that the company can use social media marketing,
search engine optimization, online marketing, email marketing and using digital platforms. Once
the brand is recognized by the customers it will lead to profit maximization. After analyzing
importance of brand management the report focuses on analysis, description and evaluation of
research methodologies used in conducting surveys to get efficient result of the research. At last it
tells us the findings of research which shows the learning outcomes of the research
INTRODUCTION
Brand management is the aspect of marketing that uses different techniques to increase
perceived value of brand over time. It means developing a strategic plan to maintain and develop
brand equity which requires understanding of the brand and overall vision of the company. Brand
management involves analysis of cost, satisfaction of customer, in-store presentation, and
competition. Proper brand management of the company can result in higher sales of not only one
product, but also on other products that are associated with the brand.
Brand management in hotel industry is one of the most important task of the company.
Building a brand means building a connection with the customers which increases the sales and
revenue of the company. In this report we will focus on understanding the importance of brand
management in hotel industry. The report will further include analysis, discussion and evaluation
of methodology and at last contains findings on the research.
LITERATURE REVIEW
According to (Heding, 2015), brand management is the function of marketing that helps
business to increase the value of its brand. Effective brand management enables the price of
products to go up and helps in getting loyal customers through positive brand image and strong
awareness of the brand. As per the views of (Atwal, 2017), every industry and companies

operating in that particular industry needs brand management for increasing their sales, satisfying
their customers and to achieve economies of scale.
(Lasserre, 2017.) stated that, brand management plays and equal and important value in
hotel industry as well. There is huge competition in hotel industry and it is important to stay ahead
in hotel marketing strategies to survive in the competition. On the contrary (Atwal, 2017)
suggested that, hotel industry is the difficult industry to succeed in but people often open hotels
without realizing its repercussions just to avoid free time and to earn disposable income. In case
when these criteria is not fulfilled by them, they leave in the middle rather than making effective
strategy to uplift their brand and manage it.
According to (Buil, Catalán, and Martínez, 2016), brand management is very important in
hotel industry as it helps the hotel in attracting customers. The hotel makes sure that different
marketers know about the basic information related to the hotel which can easily be find out by
the customers. When brand of company is managed, it captures customers, increases loyalty, and
increase market share of the company. As per the views of (Keller, 2017), establishing a brand is
one of the most critical steps in developing any hotel. Modern brands of hotels are more than
logos, colors, symbols and fonts. They are instead the combination of everything that the hotel
will represent. Without managing the brand, hotels fail to reach their potential.
According to (Buil, 2016), the brand needs to be inviting, playful, not dull, and elegant. In
establishing brand of the company, hotels need to check each and every details of color and font
that seems welcoming to the customers. The hotel needs to be consistent with this process to
manage the brand. On the contrary (Ding, 2015), stated that every brochure, advertisement and
pamphlet need to share all the details by properly communicating with the potential customers.
As per the views of (Stobart, 2016), to manage brand the hotel industry need to take some
steps which may include customer insight marketing in which companies can imply ask their
guests to fill a quick survey or fill a quick questionnaire which can help the company in knowing
their limitations and they can work on that. Customers are important and taking feedback from
them and then correcting them is the best way to mange the brand as it increases customer's
loyalty towards the hotel and it helps in retaining the customer.
On the contrary (Barreda and et.al., 2015) stated that, to manage brand the professionals,
employees and manger of then hotel need to be fully trained in order to provide best services to
the customers from their welcome to quality accommodation to great food and stay. This will

enable the guest to visit the hotel again and again and will lead to mouth publicity by the guest
which will attract new customers for the hotel.
As per the views of (Silverman, 2016), to manage the brand the hotel industries can use
online marketing as it is essential for the company to have its own website which helps the
company in inviting traffic to the website ad continues to generate revenue and last throughout
time. On the contrary (Agresti, 2018) stated that, email marketing can also help the company in
brand recognition as it reminds customers about the company's existence especially when the
season is down. The company through email marketing can highlight the special offers and events
which attracts the customers. The data included in this is the main source of success and this
method enables effective communication with the customer which lead to increase in customer
base.
According to (Stobart, 2016), hotel industry has entered new cycle of brand management
in which companies are continuously diversifying their portfolios, re positioning and re branding
their techniques, changing their logs, interior design etc. With brand management a company can
get competitive advantage and brand loyalty. It helps the customer brand identification which lead
to favorable consumer outcomes such as strong perception of quality, recognition of brand etc. to
a great extent, brand management became a long term strategic decision of the company and will
continue help the company in achieving brand equity, brand image, customers perception, market
competitiveness, brand quality and extensions.
ANALYSIS, DISCUSSION AND EVALUATION OF RESEARCH
As according to above study on importance of brand management in hotel industry, it is
analyzed that qualitative method was used to test the research hypothesis which included primary
method of data collection which were questionnaire and survey which was used by hotels to
measure their customer's perception and beliefs (Heding, Knudtzen, and Bjerre, 2015). However,
on the critical analysis the hotel would have used quantitative data but feedback and suggestions
from the customers cannot be measured in facts and figures, therefore, hotels have used
qualitative method to analyze the customer's perception as it gives better and broader view to
understand and improve the performance of the industry.
It has used survey method as it is well structured and pre - designed questionnaire which is
effective in collecting specific and primary information from the respondents. Also, the use of
survey method helps in examining of factors and relationships that are nor measurable directly

and are focus of study (Atwal and Williams, 2017). Survey method was used to examine loyalty
of customers and making appropriate method for the study. On the contrary, it did not use
secondary method as the data obtained from secondary data are biased and are not fresh
information and cannot provide solution to the current problems.
To measurement items has been validated and was considered appropriate for the study.
The use of existing scales ensured reliability and validity of the measurement. The sample of the
study was drawn from a panel of consumers who had interest in participating in research projects.
It contained demographics, lifestyle of consumers from UK. The study adopted systematic
random sampling, from the list of 1000 potential respondents who were already residing in UK
and also who had visited UK from other countries (Keller and Brexendorf, 2017). It also did
survey through online platform with the help of invitation email with a click through link of
survey and was distributed to the respondents to encourage them to participate in the survey to get
better results. Respondents who participated were asked to mention the name of the hotel they
recently used (Alnawas and Altarifi, 2016). The hotel brand name was then automatically attach
the question regarding that particular hotel to each respondent to indicate the extent to which they
agree, disagree with the items mentioned in the survey with respect to the indicated brand on three
attributes which were strongly agreed, strongly disagree and in the middle.
As a result of the survey, 70 percent of the sample population were female respondents, 25
percent were male and 5 percent did not indicate their gender. Ten percent of the respondents
were under the age of 35, with 40 % between 35 -50 and 50 % were over the age of 50 years. In
terms of annual income, 40 percent of the respondent earned £20,000, 30 % earned £50,000 and
30 % earned over £50,000. All hotel brands were segregated by the respondents among upper
scale, lower scale, upper middle scale. Fifty-eight cases were removed from the sample as they
had incomplete responses leaving a total of 200 surveys (Ding and Tseng, 2015). The sample size
was above the acceptable level therefore was considered appropriate.
FINDINGS
The research has helped in understanding the basic concept of brand management in hotel
industry. As earlier the knowledge about brands and its importance was not that adequate but after
conducting this research, the study has increased the knowledge and skills of the student. It helped
the student in increasing communication skills and their confidence level. The research has helped

the student in getting theoretical as well as practical knowledge through which they can develop
deep understanding of brand management which will lead to intellectual development of the
students. It also developed decision making skills of the students as it involves various approaches
and strategies which lead to overall development of brain. It will lead to increase in rational
thinking and understanding among the students and will lead to overall personality development
of the student. The report helped in finding out basic outcome that can be achieved by brand
management which were customer satisfaction, brand recognition, customer loyalty, customer
retention etc which are important for the organization to achieve. It also increased the
understanding of how an organization can achieve all these things via social marketing, email
marketing, providing quality service etc. which showed the importance of brand management in
hotel industry.
CONCLUSION
The report concluded how important role does brand management play in order to increase
the awareness of the brand of the company. Brand management deals in uplifting the brand of the
company which can help the industry in increasing sales of the company, revenue generation,
increasing customer loyalty, attracting new customers and retaining old customers. The report
concluded that without an efficient brand image no industry can work for long in the market
therefore having a good brand image is must to survive in the market. The report summarizes the
discussion and analysis of the report research which included primary method of data collection
based on qualitative approach and survey method in which respondents from UK were taken into
consideration and based on their answers researcher came to know about various answers. At last
it showed the findings of the research that how the study helped student in increasing their
knowledge and skills and how much brand management is important to survive in the market and
that too especially in hotel industry.

REFERENCES
Books and Journal
Agresti, A., 2018. An introduction to categorical data analysis. Wiley.
Alnawas, I. and Altarifi, S., 2016. Exploring the role of brand identification and brand
love in generating higher levels of brand loyalty. Journal of Vacation
Marketing. 22(2). pp.111-128.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is
everything!. In Advances in luxury brand management (pp. 43-57). Palgrave
Macmillan, Cham.
Barreda, A. A., and et.al., 2015. Generating brand awareness in online social
networks. Computers in human behavior. 50. pp.600-609.
Buil, I., Catalán, S. and Martínez, E., 2016. The importance of corporate brand identity
in business management: An application to the UK banking sector. BRQ Business
Research Quarterly. 19(1). pp.3-12.
Ding, C. G. and Tseng, T. H., 2015. On the relationships among brand experience,
hedonic emotions, and brand equity. European Journal of Marketing. 49(7/8).
pp.994-1015.
Hart, C., 2018. Doing a literature review: Releasing the research imagination. Sage.
Heding, T., Knudtzen, C.F. and Bjerre, M., 2015. Brand management: Research, theory
and practice. Routledge.
Hemsley-Brown, J., and et.al., 2016. Exploring brand identity, meaning, image, and
reputation (BIMIR) in higher education: A special section.
Keller, K L. and Brexendorf, T. O., 2017. Measuring brand equity. Handbuch
Markenführung, pp.1-32.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher
Education.
Quinlan, C., and et.al., 2019. Business research methods. South Western Cengage.
Silverman, D. ed., 2016. Qualitative research. Sage.
Stobart, P. ed., 2016. Brand power. Springer.
Zhang, Y., 2015. The impact of brand image on consumer behavior: a literature
review. Open journal of business and management. 3(1).

Online
Brand management, 2019. [Online]. Availsble through :
<https://www.investopedia.com/terms/b/brand-management.asp>