A brand represents the core of the customers awareness of the hotel, its services and products. Keller (1997) explained that the positive or negative perceptions that are created and persuade a customer to avail or not to avail services at a certain hotel stand for the brand equity. A customers excellent experience with a certain hotel brand creates a strong representation of that hotel brand, whereas an awful experience wears away that strong brand. A prospective customer does not require first-hand experience with a certain hotel brand to create an impression of that hotel brand. Brand equity makes use of the media or other marketing techniques to strengthen mass exposure of their hotel brands. This means that people are aware of which among the hotels are classified excellent and poor even if they haven’t experienced being guests in those hotels. So, a strong need for hotel management is formed into creating the best and strong brand of hotel for business longevity as well as increase in profit.
Creating strong hotel brands is believed to be one of the key factors in considering the success of the business. Hotel managers therefore need to study what composes brand equity in the hotel industry and exhibit a technique for how do they effectively measure hotel brands offering a decision-making tool for them in order to take full advantage of the value of their brands.
The main rationale for building brand equity as the keystone for the success of the business is that it aids counterbalance competition by distinguishing their product, permitting hotel owners of a premium charge, and promoting customer loyalty. Aaker (1991) argued that defining precisely what composes a brand, nonetheless, is not as easy a job as stating what a brand should bring about. At some point, the concept of a brand is that a brand comprises a name, a symbol, a logo, and a trademark. However, pointing out brand