What Is The Brand Image In Hotel

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Critically evaluate the role of the brand in International hospitality management

In the international hospitality, the brand is one of the important things in the marketing. The brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of seller and to differentiate them from those of competitors (Lisa, 2000; American Marketing Association, 1960) and it is a unique thing in the company and business. It is maybe important on the role of the brand in international hospitality, the brand can make a brand loyalty for customer, the brand image can give a great impression, but if the brand has many brand extension, it will let the customer forget the original brand. In this essay, it will explain each advantages and disadvantages of the role of the brand that how to affect in the international hospitality.

The first role of the brand is brand image. The brand image is defined as the consumer memory hide in the brand perception (Keller, 1993). It is mean how the customers see and the impression of the brand. The company can use different ways to increase brand image, such as advertisement to show the hotel can provide a high quality service let the customer feel relaxed, and the
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The brand loyalty reflects a customer's commitment to remain in a long‐term relationship with a brand (Jing, Andrew and Sheau, 2013; Reichheld, 1996). This loyalty can attract customer re-buy and re-patronize the same brand product again, no matter of convenience or price. The brand loyalty is very important of the brand and company, it is because when the customer decision to buy this brand, they will often loyalty to that brand, keep buying on future, recommend to friends and choose this product to others, even other brand have more better features or lower price (Assael, 1991). So if no customers to support the brand, it will decrease the brand
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