The Brand Perception of The Grand Hyatt New York City Hotel - Research Proposal Example

The ID Branding Framework (Hahn, 2007b) is undertaken as a holistic model that sheds light about the core disciplines of branding (brand strategy, brand identity, brand management, and brand experience) as well as its various elements. This is an integrated model of branding that it is used with the fundamental concepts of brand positioning and brand perception in order to study the correlation between the brand positioning and the brand perception of The Grand Hyatt New York Hotel through a comprehensive literature review of secondary data and the use of questionnaires and interviews as primary data for gathering useful information about the opinions and insights of The Grand Hyatt New York Hotel’s guests and prospects.

The research findings reveal that there is a positive correlation among customers of The Grand Hyatt New York Hotel, but at the same time, there is a mild correlation among prospects due to the fact that the respondents most probably do not belong to the target market of The Grand Hyatt New York Hotel. This correlation can be enhanced with new branding efforts by The Grand Hyatt New York Hotel’s staff and owners. In order to get a better position in the minds of guests and prospects, it is necessary for The Grand Hyatt New York Hotel to make radical decisions.

One of those decisions is related to invest more financial resources to the branding staff. All along with this research, the issue at hand was studied following a methodology based on the realist paradigm as research philosophy, and the Action Research guidelines as the research approach, among other significant methodological characteristics.Through a basic technical understanding about the life cycles of a product in the market, it can be seen that marketability and acceptance of the product in the market not only depends on the product design and benefits but on several critical factors that the product has to accomplish in order to capture the attention of the target market and to continually get its support for competing successfully in the marketplace.