Brand Marketing Strategy of Luxury Hotels (Essay Sample)

Brand Marketing strategy of Luxury hotels: Jumeirah internet branding strategy
Submitted for Bachelor of Business Administration in Hospitality Management
With Luxury Brand Management in Hospitality
March 2020
Tutor: 
Statement of authorship
Content of page
TOC

CHAPTER 1: INTRODUCTION  3

1.1Background of the study  3

1.2 The rationale of the chosen topic  4

1.3 Aim of the study  5

1.4 The objective of the study  6

CHAPTER 2: LITERATURE REVIEW  7

2.1 Luxury brands marketing  7

2.2 The use of internet branding strategies to obtain customer satisfaction in luxury hotels  9

2.2.1 Branding and identity using internet  10

2.3 Brand management and brand image in the twenty first century  11

2.4 Customer loyalty and brand management using internet strategy in luxury brands  13

CHAPTER 3: METHODOLOGY 15

1.1 Research approach  15

1.2 Research design  16

1.3 Data collection sources  17

1.4 Data collection methods  18

1.5 Target population 19

1.6 Sample frame and sampling procedure.  19

1.7 Data analysis  19

References  20
CHAPTER 1: INTRODUCTION
1 Background of the study
In the contemporary era, more enterprises pay attention to the market brand marketing strategy. Enterprises can bring considerable additional investment and lasting cultural and social benefits through brand planning strategy. Through brand marketing, products, or services can expand by highlighting the overall brand. A company's brand can highlight the identity, values, and personality of the enterprise. By definition, brand identity refers to "ethos, aims, and values that present a sense of individuality differentiating the brand" (Chernatony, L., D., 2015). At the same time, the enterprise can pass in the marketing strategy, derive an applicable conceptual framework of the brand through the Internet; Demonstrate how the framework helps marketing planners develop successful internet-based brand strategies by organizing and integrating existing knowledge.
In this global era of success in the business industries such as the tourism industry, hospitality industry, and consumer market, as highlighted by Atwal and Williams (2017) in their article. However, if the organization is well-managed in the market, the respective brand is ultimately comprehended, which means that a brand helps gain a stable existence for the firm in the relevant market. The company can quickly achieve a dominant position (Bowie, Buttle, Brookes, and Mariussen, 2017). Kimes and Ho (2017) focused that the hospitality industry and tourism industry are two crucial markets that continuously need to focus on their development to stay competent in this dynamic and global business environment. Cohen and Chapman (2015) also shed light on this essential element. They stated that in establishing consumer relationship, branding of the company steers the company towards positive consumer behavior and sustain the provision of values and experience that is both thrilling and appealing to consumers.
Jumeirah owns 27 hotels around the world, including 11 in Dubai. The latest report generated on the tourism industry in Dubai reveals that the total contribution of the travel and tourism in Dubai is recorded as 12.1% of the total GDP and is expected to increase by 4.98% per annum annually by 2027( Kimes and Ho, 2017). According to Koronios, Dimitropoulos, and Kriemadis (2017), this rise in the tourism industry is directly linked to the increase in the hospitality industry, like the hotels market. Considering this embark in the hospitality industry in Dubai, luxury hotels have become the most attractive and significant industry that is experiencing expeditious expansion. Notably, Cohen and Chapman (2015) illustrated in their article that leisure and business are rising in Dubai due to the increased number of tourists every year. The graph below illustrates how the number of visitor population has been growing in Dubai thus contributing significantly to the country’s GDP.
Source: UAE, facts and figures (2020)
Additionally, apart from the Jumeirah hotels in the Middle East, the hotels are also spread around Europe and Asia where they have been performing significantly commendable with some of the hotels in Europe going the extent of devising ways they can be sustainable in their business. Generally, hotels in Dubai have been performing better owing to the fact that Dubai is indeed the mother country for the hotels.
In 2017, China became the top 10 investment platform for MHG. At a recent press conference, the world tourism organization (WTO) ranked China fourth in the number of tourists and ninth in tourism revenue. (WTO, 2017). It was widely seen as an unprecedented opportunity for China's tourism industry after the 2008 Beijing Olympics and the 2010 Shanghai world expo. Increased disposable income, urbanization, and infrastructure development have created more investment opportunities for hotel companies. With the steady and robust growth of business and leisure tourism demand, China