Brand Equity Management Research Paper

Chapter one identifies the background and problem statement of this research with a general overview about brand equity in hotel industry and brief information about The Mira Hotel. This chapter also consists of research objectives and question, significance of the study, scope and limitation of the study, and structure of the study.

1.1 Research background
The social mainstream of businesses nowadays is changing gradually to catch up with service-oriented style of marketing. That is why branding has been considered to be “the cornerstone of services marketing for the twenty-first century” (Berry, 2000, p. 129). Simoes and Dibb (2001) also disputed that branding and brand equity management play special roles for service businesses. Properly

In particular, ways of managing brand equity that is under the control of The Mira Hotel, one of the biggest luxury hotels in Binh Duong, is planned to be explored in depth to clarify the positive interrelatedness between brand equity management and guest loyalty intention within the hotel industry.
To pursue the way that the hotel builds its brand by managing the brand equity’s set of assets, I will critically analyze the four main concepts (or assets) of brand equity consisting of brand awareness, brand image, perceived quality, and brand meaning, which are retrieved from the three brand equity theoretical models of Aaker (1991), Keller (1993) and Berry (2000).
In order to fulfill the proposed objectives, the study will strive to answer the research question: Is current brand equity of The Mira Hotel in Binh Duong effective enough to help it gain customer

Besides, a conceptual framework of brand equity management’s impact on enhancing guest loyalty in context of hotels is also proposed together with hypotheses.
Chapter 3: Research methodology
The chapter covers all of the research methods intended to use starting with describing the process I went through in selecting particular methods of research. Then, the discussion of design frame, which explains the research model and justify why the model can best address the research question, and data collection, which describes the step-by-step procedures of collecting data, is about to be made in this chapter.
Chapter 4: Data analysis and discussion
Chapter four analyzes the data collected and discusses the result of the thesis after running the model mentioned in the foregoing chapter. There are two main sections in this chapter comprising of Descriptive data analysis and Findings of the study.
Chapter 5: Conclusion and