TOTT7114 – Marketing the Hospitality Assignment Sample 2024
. Definition of branding
Branding is considered as the strategic process that helps in creating a distinctive identity of a product or company. Based on this branding, an organisation can develop its core value in the market. In order to make the branding presentable in the market, a signified logo, design or symbol are made by the organisations (Keller and Swaminathan, 2020).
In order to attract the target audience of VIRGIN VOYAGES, this branding strategy is usually maintained by the organisations. It can provide competitive advantage in the market through which unique presence is sustained. Based on the overall experience of the customers, a strong brand image in the market can be developed over time (Kenyon, Robinson and Musgrave, 2020). With the help of this strategy, an organisation can also develop customer relationships and increase loyalty.
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Definitions of branding
The way service facilities of this brand are perceived in the market could be decided with the implication of the right branding strategy (Hunt, 2019). Branding by VIRGIN VOYAGES could not be done in one day, rather it requires more time for nurturing the value of service provided through the company.
In the ever-changing market presence, new service opportunities are adapted by the brands and this helps to be sustainable for the long run (Theurer et al. 2018). Differentiation is developed by the branding management system that can influence the costumes for repeated purchase.
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Why is branding crucial for hospitality businesses?
Branding for VIRGIN VOYAGES is crucial for the hospitality business as it helps to provide an identity in the market out of so many rivals. Hospitality sectors can also build credibility of services towards the customers. It can also make the customer aware of the different kinds of services provided by the hospitality industry. Thus, the customers can differentiate among all competitors. Service quality is also developed with the assistance of right brand promotion. Branding of VIRGIN VOYAGES can influence consumer behaviour to a large extent (Rather, 2018). Regular communication and quality assurance could be developed as the medium of branding strategy. Thus, the valuable feedback from the customers could be obtained. The relevance of service denotes the further progress of business activities. Thus, any kind of gaps in the services could be mitigated and better performance is delivered over the time. It ensures that customers will repurchase the service and thus, the promotion outcome could be successful. The hospitality industry can also maintain consistency for retaining the customers. Branding also assists the target in a new audience since he could know about the unique services (Gursoy, Malodia and Dhir, 2022). Branding eventually ensures the business development of hospitality sectors. Satisfied customers prefer to conduct word-of-mouth referral through which sales margin of the companies can be increased. Branding sustains the development of effective relationships along with serving revenue in the competitive landscape.
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Importance of Brand Emotions
Brand emotions are important for the hospitality industry since it creates a long run customer base. It tends to build a positive connection between the customers and brand. This emotional bondage allows the customers to build trust upon the service. Customer loyalty of VIRGIN VOYAGES can also be established with the help of brand emotions (Mostafa and Kasamani, 2021). There are a number of customers who prefer emotions beyond logos and these customer segments are maintained targeted by the hospitality sectors. This kind of emotions could be resolved around traditionality, culture or other previous related things. It can help to hold the emotions of people through which they can value the service provision of industry (Castro-González et al. 2019). With this customer engagement, the industry could get better reach in the market. They started valuing the brand through which business objectives can be met.
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The first chosen brand construct (brand emotion) is crucial for consumers of hospitality?
Emotional branding helps in building storytelling in front of the media. It attracts not only the past generation but also the younger generation. Thus, they could rely on the service of VIRGIN VOYAGES. All these brands are capable of evoking a feeling of trust along with authenticity. Thus, the customer does not feel like switching to other brands (Alvarado-Karste and Guzmán, 2020). Thus, a mutual understanding is built between customers and the hospitality sector. Customers get emotionally invested and can ascertain the fact that they will remain loyal towards the service facilities of the hospitality sector. It can also influence the purchasing decision. Customers of VIRGIN VOYAGES make repeated preferences of the service facilities. Rational evaluation for making brand choices is avoided in this context that also increases market value. The tendency of adopting the alternatives can be lower with the emotional selection of brands. Thus, a strong market presence and deeper connection with the potential or existing customers could be built (Palusuk, Koles and Hasan, 2019).
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the second chosen brand construct (brand attitude) is crucial for consumers of hospitality?
While buying new items, the customers think first about the specific brands once it has a significant brand attitude (Nayeem, Murshed and Dwivedi, 2019). Being top-of-mind also increases the likelihood of consumers. Thus, the market presence of a brand can be strong and it can also increase the revenue stream. Brand attitudes are sustained with the help of relevant and valid features of hospitality sectors. Different factors such as service quality, pricing differences can make uniqueness in the market for VIRGIN VOYAGES. It also contributes to the development of a strong brand identity. Repeated purchasing could be developed in this way (Hwang et al. 2021). Customers can rely on the service facilities through which a resilient approach in business is maintained. Brands with high salience can obtain a better position in the market. It also ensures a positive experience for the customers by acquiring high level trust.
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Is your second chosen brand construct (Brand attitude) crucial for consumers of hospitality?
A distinct brand attitude can summon feelings and make critical encounters for clients. A compelling USP that distinguishes the company from its rivals is frequently the source of a strong brand attitude. Offering environmentally responsible lodging, encouraging cultural immersion through local experiences, or giving cutting-edge amenities are just a few examples of how a distinctive value proposition connects with consumers and shapes their opinions of a business (Augusto and Torres, 2018).
Consistency in conveying quality help across all touchpoints supports a positive brand disposition for VIRGIN VOYAGES. Whether it’s the consistent registration process, customised conveniences, or extraordinary eating encounters, reliable conveyance of predominant assistance improves clients’ impression of the brand and encourages trust and dedication (Singh and Banerjee, 2018).
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Salience means; and tell me what this means to your chosen hospitality business.
Salience means certain characteristics or features that can influence others. Salience also denotes the unique quality of being noticeable in the market. The prominence value of the brand can be established with the implication of salience. It has a considerable impact upon the customers through which they could decide about the selection of brands (Bangun and Edward, 2023).
Brand salience in the hospitality business like VIRGIN VOYAGES helps in maintaining a sustainable brand attitude in the market. It can make a brand impact out of so many competitors so that the customers can easily notice the service facilities or service uniqueness. The prominence of brand familiarity can also be established with the help of salient features (Lamlo and Selamat, 2021). The entire brand preferences can be developed with the help of some prominent features. This is very much essential to ensure brand success in the market. In the case of establishing brand awareness, this kind of unique feature is equally important.
References
Alvarado-Karste, D. and Guzmán, F., 2020. The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity. Journal of Product & Brand Management, 29(7), pp.971-984.
Augusto, M. and Torres, P., 2018. Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity. Journal of retailing and Consumer Services, 42, pp.1-10.
Bangun, W. and Edward, Y.R., 2023. Antecedents of Brand Salience and Their Influence on Purchasing Decisions. Migration Letters, 20(9), pp.272-304.
Castro-González, S., Bande, B., Fernández-Ferrín, P. and Kimura, T., 2019. Corporate social responsibility and consumer advocacy behaviors: The importance of emotions and moral virtues. Journal of cleaner production, 231, pp.846-855.
Gursoy, D., Malodia, S. and Dhir, A., 2022. The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 31(5), pp.527-534.
Hunt, S.D., 2019. The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution. Journal of Business Research, 95, pp.408-416.
Hwang, J., Choe, J.Y.J., Kim, H.M. and Kim, J.J., 2021. Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?. International Journal of Hospitality Management, 99, p.103050.
Keller, K. L. and Swaminathan, V. (2020) Strategic brand management : building, measuring, and managing brand equity. Fifth edition, Global edn. Harlow: Pearson Education Limited. Available at: https://leedsbeckett.on.worldcat.org/search?queryString=Keller%20brand&stickyFacetsChecked=off&sortKey=BEST_MATCH&subformat=Book%3A%3Abook_digital&changedFacet=format&clusterResults=true&groupVariantRecords=false (Accessed: September 27, 2022).
Kenyon, A. J., Robinson, P. and Musgrave, J. (eds) (2020) Managing hospitality experiences. Wallingford, Oxfordshire, UK: CABI. Available at: https://leedsbeckett.on.worldcat.org/search?queryString=Kenyon%20hospitality&stickyFacetsChecked=off&clusterResults=true&groupVariantRecords=false (Accessed: September 27, 2022).
Lamlo, S. and Selamat, F., 2021, May. Brand Salience, Brand Association, Brand Quality, and Brand Value to Predict Brand Loyalty Among the Tourists of Mount Bromo, East Java, Indonesia. In Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020) (pp. 196-202). Atlantis Press.
Mostafa, R.B. and Kasamani, T., 2021. Brand experience and brand loyalty: is it a matter of emotions?. Asia Pacific Journal of Marketing and Logistics, 33(4), pp.1033-1051.
Nayeem, T., Murshed, F. and Dwivedi, A., 2019. Brand experience and brand attitude: examining a credibility-based mechanism. Marketing Intelligence & Planning, 37(7), pp.821-836.
Palusuk, N., Koles, B. and Hasan, R., 2019. ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1-2), pp.97-129.
Rather, R.A., 2018. Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective. Journal of Hospitality Marketing & Management, 27(5), pp.487-513.
Singh, R.P. and Banerjee, N., 2018. Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention. Global Business Review, 19(6), pp.1622-1639.
Theurer, C.P., Tumasjan, A., Welpe, I.M. and Lievens, F., 2018. Employer branding: a brand equity‐based literature review and research agenda. International Journal of Management Reviews, 20(1), pp.155-179.
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