| dc.description.abstract | The study was carried out at Protea hotels both in Kampala and Entebbe. It assessed the effects
of branding on images of hotels in Uganda. The study was guided by objectives; to profile the
various branding strategies employed by Protea hotel in its operations, to determine the effects of
branding on the image of Protea hotel and evaluation of the challenges faced by Protea hotel in
its branding process. Questionnaire was administered and interviews were employed to collect
data that was analyzed using computer special package (SPSS version.16).
The study established that different branding strategies are used by the Protea. The strategies
include; maintaining good reputation , good brand name , partnering with other branding
strategies , moving to market place before other brands and provision of quality services at the
hotel. The study further revealed that hotel branding has a positive effect to the development of
the hotel through creation of hotel reputation, increasing visitors to the hotel, creation of repeat
purchase, increasing customer royalty which results to increased sales. The findings show that
that branding has contributed to hotel reputation, increased hotel sales, increased customer base
and created repeat visits to the hotel. Despite the branding process at the hotel, the study revealed
that there are different the challenges experienced during the branding. The identified challenges
were of problems of customer acquisition, high costs involved, meeting customer expectations
and ever increasing competition. As the result, the study recommends that the hotel should
ensure reviewing of activities and evaluating the successes through metrics such as levels of
brand awareness and levels of engagements. Regular reviews would help seize and exploit new
opportunities while upholding hotel commitment to remain true to hotel vision and brand
strategy and need by management to conducts aggressive marketing campaigns to create
awareness of its brand especially to potential customers and to try to penetrate the new areas
where they have not yet reached | en_US |
