Recognising how the brands of hospitality are positioned, sustained and created is significant for the learners who have the opportunity to generate robust managerial potentials. This unit emphasises the strategic phenomenon which shapes the identity of a brand and impacts the perception of customers in a competitive global market. Learners also identify the brand differentiation themselves by studying unit 34 hospitality brand management in hnd qualification. Moreover, they also aim to maintain sustainability and create value through out multiple touch points with customers.

Another focus of this unit is on identifying branding concepts within the sector of hospitality, which include brand loyalty, brand equity and emotional connection of customers with the experience of service. Learners also identify the hospitality brands which exist real world to recognise how brand promises communication, and Service Delivery optimise to generate a trusted and memorable image.

This unit also focuses on the recognition of the relationship between branding and organisational culture. Learners acquire the way through which employee behaviour, internal vending and practices of leadership contribute to a recognisable and unified identity of the brand. This unit also shed light on the significance of standards in quality services and the way in which they reinforce values of run throughout all operations of business.

Students get the development of practical skills with the evaluation of strategies in branding, concept of designing a brand and identifying branding challenges faced by the organisations in hospitality. Get motivation to apply evaluation tools for the determination of brands which can adapt to trends, evolve and remain competitive while meeting the expectations of multiple customers.

This unit also assists learners in increasing their comprehensive recognition of brand management in hospitality from an operational and strategic perspective. They become a key to providing support for enhancement management and development of hospitality brands. It also prepares them for managerial roles and supervisory roles within restaurants, resorts and hotels.

Unit objectives

Here are the significant aims of the unit 34 hospitality brand management in the HND qualification for the subject of hospitality management.

• To provide learners capability to robustly recognise significant concepts of branding and application within the hospitality sector.
• To generate the potential to identify how brand positioning, identity and equity impact loyalty and customer perception.
• To provide learners opportunity for evaluation of the organisational cultural role, service quality and employee behaviour in generating a robust brand of hospitality.
• To give strength to the skills in identifying the strategies of burning utilised by the organisations of hospitality to remain competitive in a very evolving market.
• To motivate learners to improve, recommend and design brand concepts utilising tools of strategic branding and industry knowledge.
• To prepare students for managerial and supervisory roles by improving their potential to protect row and market hospitality brands efficiently.

Learning Outcomes

The learning outcomes in this unit contain the main ingredients of brand management strategies in hospitality management. These LOs are designed to check learners` evaluations.

LO1: Demonstrate an understanding of how hospitality brands are built and managed over time.

• Brand building:
• Brand with social psychology
• Presenting a concept of brand hospitality and the way through which they are utilised and developed for the brand pyramid.
• The significance of hospitality organisation branding, guests or consumers and intermediaries
• Concept of brand equity
• The way through which hospitality organisations grow and develop equity
• The character of marketing in equity of brand building and the techniques of brand positioning.
• Brand management over time:
• How to give strength to brand extensions, revitalising and reinforcing brands, and brand equity through innovation
• Reducing brand crisis, particularly communication, is a strategy and trans media branding for restoring and recovering a brand.
• Communicating with guests or customers: exploiting technology is a way to engage customers.

LO2: Analyse how hospitality brands are organised in portfolios and how brand hierarchies are built and managed.

• Hierarchy and portfolio management:
• Strategies of brand portfolio for the hospitality industry, which include a house of brands and models for branded property
• Hierarchy building: umbrella branding, corporate branding, product branding, family branding, endorse sub-brands
• How equity of the brand is generated at multiple hierarchy levels
• Application of the brand compared to the building of the organisation for their own brand
• Utilising guest or customer-based brand equity models for managing and developing brands
• The optimisation of market research as a significant tool of brand management

LO3: Evaluate how hospitality brands are leveraged/extended over time domestically and internationally.

• Leverage and extension of brand:
• Strategies and approaches of brand extension
• Leverage and fit in brand extension
• Identify the multiple methods that print can be revitalised and reinforced
• Partnerships and strategies of co-branding with the organisation in the sector of hospitality, and with other sectors of the organisation
• Positioning and global branding
• Destination branding

LO4: Evaluate techniques for measuring and managing hospitality brand value over time.

• Managing and measuring brand value:
• Multiple brand measurement techniques for awareness of brand measurement, consumer attitude, intent of purchasing and market share.
• Audit and brand equity, brand tracking and management techniques
• The connection between finance and branding
• The brand value concept and multiple approaches: financial-based methods, market-based based and cost to valuation of brand

Assessment Criteria

The assessment criteria in unit 34 hospitality and brand management are designed on the basis of its learning outcomes, such as.

LO1: Demonstrate an understanding of how hospitality brands are built and managed over time.

• 1.1 Explain the importance of branding as a marketing tool and why and how it has evolved in the hospitality sector.
• 1.2 Examine the key components of a successful brand strategy for building and managing brand equity for a chosen hospitality organisation.
• 1.3 Evaluate how brands are managed successfully over time using the application of appropriate theories, models and concepts.
• 1.4 Apply appropriate and validated examples within a hospitality organisational context.
• 1.5 Make judgements and recommendations that are justified to improve the management of brands within a hospitality organisational context.

LO2: Analyse how hospitality brands are organised in portfolios and how brand hierarchies are built and managed.

• 2.1 Analyse different strategies of portfolio management, brand hierarchy and brand equity management.
• 2.2 Critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and frameworks.

LO3: Evaluate how hospitality brands are leveraged/extended over time domestically and internationally.

• 3.1 Evaluate how brands are managed collaboratively and in partnership, both at a domestic and global level, within a hospitality context.
• 3.2 Critically evaluate the use of different techniques to leverage and extend brands within a hospitality context.

LO4: Evaluate techniques for measuring and managing hospitality brand value over time.

• 4.1 Evaluate different types of techniques for measuring and managing brand value using specific hospitality organisational examples.
• 4.2 Critically evaluate the application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand using specific hospitality organisational examples.

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