Building and properly managing brand equity has become essential for any business

organizations and hospitality organizations are no exception. As such, branding has

become one of the most dominant indicators in the global hotel industry performance.

Customer-based brand equity is a valuable tool in brand positioning and evaluating their

marketing strategy. Necessary feedback can be obtained from consumers for this

evaluation will aid in: identifying service or product related problems; identifying

advertising/positioning problems; and also providing feedback to the employees on

where improvements need to be made.

Building and managing brand equity has become necessary for hospitality organization.

Moreover, branding has become one of the most dominant indicators in the resort

industry performance. Customer-based brand equity is important tool in brand

assessing and evaluating the market and advertising strategy. Important feedback can

be gathered from customers for evaluation.

. Strong brand increase trust in intangible products, enabling customers to better

visualize and understand them, including safety and risk issues. The concept and

measurement of brand equity in the hotel industry has gained considerable attention

from various interest groups. Cultivating strong brand with high equity improves the

probability of brand choice, brand performance and many other aspects.

Common challenges faced by brands
1. Brand Knowledge
A brand to become strong, must establish linkage with the brand
node in a customer’s memory. A brand is a key node having a
network of other nodes. It is a knowledge structure. Brand
knowledge consists of a brand node in the memory to which a
variety of associations have been linked. These include the brand
name, the brand’s characteristic advertisement, other
advertisements about the brand, the product category, evaluative
reactions to the brand and advertisements. These associations can
make or break a brand.

2. Brand Value
When a customer responds favorably towards a brand, he adds
value. If he adds negative differential, the brand loses value. A
brand manager’s task is to create awareness so that a brand
triggers discriminating customer response.

3. Enhancing Brand Perception

The essence of brand management is protecting, preserving and
enhancing a brand’s perceptual entity in consumer’s mind. Some
brands which were strong once have become obsolete, weak or
inconsistent.
In general, achieving strong brand equity translates to a higher value perception in the

marketplace. One of the strongest competitive advantages a resort has is loyal customers. True

loyalty often means customers pay more and go to resort. High brand equity is a key quality to

generate loyalty. Customers depend on the strength of brands known for elite equality, unique

designs and innovative leadership of the resorts.

Perceived added value of product might distinguish it from other brands in the same category. Hence,

extending brand equity through intangible services that enhance the customer’s experience will become
increasingly important in the future. It will also become a key influence in the formation of many aspects

of brand equity.

The study will determined the status of the resorts in fourth district of Laguna. More specifically, it measure the four

components of brand equity of the resorts in terms of brand awareness, brand loyalty, perceived quality, and brand

image; determined the influence of the profile of the customers in measuring the brand equity of the resorts. Resorts

are classified in different categories based on the services they offer accredited by the Provincial Tourism Industry

of Laguna, Philippines.

Accreditation is a Department as having complied with its minimum standards in the operation

of the establishment concerned. Resorts falling here under have complied with their minimum standards to

ensure the safety, comfort and convenience of the tourist.

The top four (4) problems are unequal treatment of employees to the guests was really a negative factor or

a bad impression to the customer especially when it comes to nationality races. Shortages of water supply

and brown-outs/black-outs are some of the problems encountered because the location of the resort is far

away from the city. With regards to the different services offered and the problems regarding the establishment of a

resorts.

The challenges facing in creating the brand equity of the resorts are the unequal

treatment of employees to the guests was really a negative factor or a bad impression

to the customer especially when it comes to nationality races. Shortages of water supply

and brown-outs/black-outs are some of the problems encountered because the location

of the resort is far away from the city. With regards to the different services offered and

the problems regarding the establishment of a resorts.

Brand equity is the total value of the brand as a distinct asset. It can be rendered as the

aggregate of assets and liabilities that are associated with the brand name and symbol

which brings about the relationship customers tend to create with the brand. Brand

equity is reflected in a way as to how consumers see; feel as well as an act towards a

particular brand. 

Shaw, AA. (2018). Brand Equity Importance and Examples. Retrieved from
<https://www.marketingtutor.net/brand-equity-importance-examples/>.

Shaw (2018) defined brand equity as the total value of the brand as a distinct asset. It is

associated with the brand name and symbol which brings about the relationship

customers tend to create with the brand. Brand equity is a way on how consumers see,

feel as well as an act towards a particular brand.

These are the type of management deals with the physical plant, grounds, energy,
accounting, and purchasing functions of a resort hotel . These support areas are critical
to the successful operation of a resort hotel, but great care is taken to keep the guests
from seeing this aspect of the facility to ensure higher levels of guest satisfaction.
A resort is a place where used for relaxation and recreation. People tend to seek out
a resort for holidays and vacations especially during summer season. Generally, resort
is managed by a single company which provide for vacationer's wants, while staying at
the resort, such as food, drink, lodging, sports, entertainment, and shopping.
Towns that contain resorts -- or where tourism or vacationing is a major part of the local
activity -- are often called resort towns. The term resort is sometimes misused to identify
a hotel that does not provide the other amenities required of a resort. However, a hotel
is frequently a central feature of a resort.
The Walt Disney World Resort is perhaps the most famous example of a resort in the
world, however, resorts exist throughout the world. Resorts are especially prevalent in
Central America and the Caribbean.
A resort is sometimes called a destination resort. This is a common usage when the
facility provides food, drink, lodging, sports, entertainment, and shopping within the
facility so that customers have no need to leave the facility once they arrive. Commonly
these facilities are of higher quality than would be expected if one were to stay at a hotel
or eat in a town's restaurants.
Brand equity can seem like and abstract concept that is difficult to measure

or quantify. Depending on the goals of your branding efforts, there are

multiple methods that can be used to measure equity through  brand

tracking  efforts. Brand tracking not only provides an understanding of a brand

campaign’s ROI, but can help to measure awareness, association, and more.

These studies focus on either business impact metrics - retention,

conversions, price - or consumer impact metrics such as consumer research,

sentiment analysis, etc.

mapping consumer perception to your brand is also an important aspect of

understanding brand equity.

Keller’s Brand Equity Model

Keller’s brand equity model 

According to Philippine Statistic Authority (2017) reported that about half of the travelers

who went for pleasure or vacation, stayed in home of friends or relatives during their

most recent trip, while about one-fourth opted to stay in resorts and about one in ten

lodged in hotels.

Philippine Statistic Authority. (2017). Three in Five Pinoys 15 Years Old and Over
Travelled in the Country in 2016. Retrieved from
<https://psa.gov.ph/hsdv/node/119898>.
http://research.lpubatangas.edu.ph/wp-content/uploads/2014/08/JTHR-Status-and-

Prospect-Beach.pdf

2017

Bel
Booker
What is Brand Equity and Why is it So
Important?
https://www.askattest.com/blog/brand/what-is-brand-equity-why-is-it-important

Booker, B. (2017). What is Brand Equity and Why is it So Important? Retrieved from
<https://www.askattest.com/blog/brand/what-is-brand-equity-why-is-it-important>.

Back in 2016, FMCG giants Proctor & Gamble, Unilever, and Mondelez refocused on their brand

building efforts and away from promotions, in a bid to improve profit margins. There’s a huge

focus on brand equity building amongst online consumer brands too – it’s all in the aim of

setting themselves apart.

Research shows brand equity plays an important role in price structure, with companies able to

charge a premium for products even when physical superiority over competitors can’t be

demonstrated.
Booker (2017) shared that brand equity plays an important role in price structure, with

companies able to charge a premium for products even when physical superiority over

competitors can’t be demonstrated.

Brand equity has been receiving special attention since the 80’s. The term, which can be referred to as

brand value, describes the assets and liabilities that are connected to the name or symbol of a brand.

Any changes in either may lead to a negative effect on this assets and liabilities, partially because the

assets and liabilities comprise of categories that generally add or detract costumer value. Thus,

companies should be careful when managing brands because good brand management may result in

higher profits, intensification of brand loyalty, attract new customers or recuperate old ones,

strengthens the company’s position in the distribution channel and lastly it may also strengthen its

competitive advantage. A strong brand value is therefore positive and beneficial for investors and

shareholders. Firstly, brand equity is a significant component of shareholder value. Management is

responsible of administrating shareholder value by strategically increasing company value. If company

value is high, shareholders will receive higher investment returns. This implies that shareholders will

judge management based on company value and how much they will get in return.

In 1980’s, Brand equity has been received attention and referred as brand value which describes the

assets and liabilities that are connected to the name of the brand. The companies manage the brands

because good brand management result high profit, intensify of brand loyalty, and strengthen its

competitive advantage. A strong brand equity gives positive and beneficial for investors and

shareholders which vital component of shareholder value.

Previous studies indicate that brand equity that positive stock returns are one of the many benefits this

asset can contribute to a company. Studies by Simon & Sullivan (1993, p.2) Basgoze et al (2016, p.1266)

show that companies with a strong brand equity generate positive stock returns because marketing

activities are reflected on stock prices. In a study by Basgoze et al (2016, 1254), the authors tested the

relationship between abnormal earnings and brand equity announcements. Based on the results, the

authors concluded that companies included in Brand Finance’s list of Top 100 Turkish Brands gained

positive abnormal returns 7 months after each brand announcement. Other studies have come to

similar conclusions about companies obtaining positive returns because of brand equity (Johansson et

al, 2012, p. 235).

Indicated that brand equity have positive stock return which one of the many benefits of
this asset can contribute to a company. Hinestroza (2017) cited from the study of
Basgoze (2016), which companies with positive return because of brand equity and
marketing activities.

Hinestroza, E. (2017). Brand Equity-A Study on the relationship between brand equity
and Stock Performance. Retrieved from <http://www.diva-portal.org/smash/get/
diva2:1154763/FULLTEXT01.pdf>.

Coorporation also need to consider their brand equity. If brand equity is good, then consumer intention

to purchase their product became more likely. Brand equity provides consumers with quality

information about a particular product (Krishnan and Hartline, 2001). It refers to the marketing effect or
outcomes that accrue to a product with its brand name, compared with those that would accrue if the

same product did not have a brand name (Aaker, 1991 in Lee and Leh, 2011). Brands with remarkable

and favorable images can secure stable revenues from loyal consumer groups (Kim, 1999).

People nowadays cares about brand. If company try to attract customer without having a good Brand

equity, then it’ll be fail. Brand equity is the added value endowed on products and services. It may be

reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices,

market share, and profitability the brand commands for the firm. Brand equity is managed by

maintaining brand consistency, protection of the sources of Brand equity, making appropriate decisions

between fortifying and leveraging the brand, and fine-tuning the supporting marketing program (Keller,

1998).

Nowadays, people are aware and care about the brand. If company try to attract customer absence of

having good brand equity, then it was failed. Brand equity is the supplement value endowed on

products and services. It reflected in the way customers feel, see, and act with respect to the brand, and

price.

http://repository.wima.ac.id/11777/24/BAB%201.pdf
Secondly, Jahdi and Ackidilj (2010, p.268) also claim that brand equity, is a determining factor of initial

investment decisions and stock choices. It provides investors, specifically individual investors, with

necessary information which will only benefit the company in the future. The study further explains that

because IAS 38 restricts this value from being reflected on the balance sheet, financial statements may

give the impression of being more adaptable for institutional investors. Thus, brand equity is not being

handled properly because management continues to concentrate on strategies that fail to benefit the

brand in the long 7 run. Among these strategies is the usage of cash flows and short-term profits as

performance parameters (Jahdi & Ackidilj, 2010, p.268). Because these strategies, companies miss the

opportunity to evaluate and capture the benefits marketing activities might create. By failing to capture

these benefits investors will not be able to get a correct insight on the company’s true value (Kothari,

2001, p. 108).
In today’s fast paced world, it is more important than ever to promote recognition of
a product or service. If you're remembered as a quality provider, then you will be encouraging repeat
business. Branding is a great way to promote this recognition because people are busy and tend to
adhere to familiarity. If consumers recognize a brand that they have previously used and they remember
being satisfied with it, then they are more likely to choose that product or service again.

This is especially true in the tremendous hodgepodge of advertising going on

today because it allows them to recognize familiar products and serves as a cue for retrieving stored
information from memory about those products. Understanding this important role of branding
indecision making is the broad aim of the current research

Rabino (2017) stated that it is more important to promote recognition of product and

service. If consumers recognized a brand that they gave previously used and

remembered being satisfied with it, then more likely to choose the service and product

again.

https://www.academia.edu/33783779/CHAPTER_I_INTRODUCTION_BACKGROUND_OF_THE_STUDY

Joshua Rabino

Background of the Study

Rabin, J. (2017). Background of the Study. Retrieved from
<https://www.academia.edu/33783779/CHAPTER_I_INTRODUCTION_BACKGROUND
_OF_THE_STUDY>

Souri, F. (2017) cited from the study of Panjaysery (2009), argues that internal branding

has an effect on staffs attitude and behavior to the brand and ultimately on their

performance in the delivery of brand commitment. Brand commitment, those

commitments that transferred to the customers' minds through marketing

communications and media advertising.

Farbod Souri

Souri, F. (2017). Investigate The Relationship Between Brand Equity, Brand Loyalty
And Customer Satisfaction. Retrieved from <https://www.ijstr.org/final-
print/june2017/Investigate-The-Relationship-Between-Brand-Equity-Brand-Loyalty-And-
Customer-Satisfaction.pdf>.

Akhtar, et.al (2016) stated that brand image, brand trust and perceived quality some

factors of brand equity has a positive impact on consumer purchase decision but brand

satisfaction and experience has a low or moderate impact on purchase decision.

NAEEM AKHTAR

Akhtar, N et.al. (2016). Impact of a Brand Equity on Consumer Purchase Decision in

L’Oreal Skincare Products. Retrieved from
<https://irmbrjournal.com/papers/1467435148.pdf>.

Chapter ll Review of Related Literature and Studies

kristel anne Socito

https://www.academia.edu/35957858/Chapter_ll_Review_of_Related_Literature_and_Studies
Cataylo (2019) cited that brand equity, brand knowledge, perceived quality,
brand loyalty, brand awareness, brand image, identity, advertising, promotion,
sales, brand usage, brand judgment, brand performance. These words in one way
or another, pertains to the business term “brand” meaning it is built overtime, by the
impressions one has of the company, its products or services, and is confirmed by
experiences. People use brands to categorize their choices.

Cataylo, J.T. (2019). IMPACT OF BRAND ON CONSUMER BEHAVIOR OF THE

SENIOR HIGHSCHOOLSTUDENTSANDTEACHERS IN DAVAO CITY NATIONALHIGH
SCHOOL:A REPLICATION STUDY. Retrieved from <
https://www.coursehero.com/file/45152369/IMPACT-OF-BRAND-ON-CONSUMER-
BEHAVIOR-OF-THE-SENIOR-HIGH-SCHOOL-STUDENTS-AND-TEACHERS-IN-
DAVAO-CITY-N/>.

It is often said that change is inevitable, and the market conditions are not an
exception to these changes; thus, it is very important that enterprises should
pay mo re atte ntion in mana ging thei r b rand s, by catering thei r
custo mers’ ne eds. According to Hanna Bornmark, Asa Gorannson, and
Christina Svensonn (2005),consumers choose a brand they recognize, before an
unfamiliar brand.

IMPACT OF BRAND ON CONSUMER BEHAVIOR OF THE SENIOR

HIGHSCHOOLSTUDENTSANDTEACHERS IN DAVAO CITY NATIONALHIGH
SCHOOL:A REPLICATION STUDY

Henrieta Chovanováa, Aleksander Korshunovb, Dagmar

B a b č a n o v á c (2015),stated in their study, which was done in Slovak Republic, abr
and is a factor that has got an impact on consumer purchase preferences. As
cited in their study,

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also known as the Customer-Based Brand Equity (CBBE) Model, is a pyramid. Keller’s

logic behind the model is simple have a strong brand, one must create the right brand
image, by constructing ideal brand encounters or experiences. Each experience with

your brand should leave customers, or potential customers, with positive thoughts,

emotions, and convictions. When you are able to prove that your brand can provide

value, then you’ve built brand equity and the customer’s convictions spread to others.

https://medium.com/@keatonhawker/kellers-brand-equity-model-what-it-is-how-to-use-

it-84e42d562299

Park (n.d) argued that congruity theory which product cues involving images usually

activate a self-schema involving the same images. Also, outlines the importance of self-

concept theory in consumer behavior research by explaining that consumers who

perceive the product image to be consistent with their actual self-concept are likely to

feel motivated to purchase and consume that product. Therefore, congruence between

self-image and product image may have a greater influence on consumers’ preference,

purchase intention, ownership, usage and loyalty to products and brands.

Congruence Between Brand Personality and Self-Image, and the Mediating Roles of
Satisfaction and Consumer-Brand Relationship on Brand Loyalty
Seong-Yeon Park

Park, S.Y.(n.d). Congruence Between Brand Personality and Self-Image, and the
Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty.
Retrieved from < https://www.acrwebsite.org/volumes/11859/volumes/ap06/AP-06>.

Jimenez (2017) stated that self-concept theory describe as a particular interest to

consumer because consumers use the symbolic properties of brands as a means of

defining and expressing their self-concept. The image of a brand developed by

marketers is understood and expressed by individual consumers and by society at

large. Therefore, brands offer consumers an outlet to project socially attributed

meanings of their self. The knowledge of how brands are used as a means of self-

expression has led to the theoretical development of self-congruity theory which posits

that congruity between a brand’s image and a consumer’s self-concept produces

positive consumer responses. 

The self-concept life cycle and brand perceptions: An interdisciplinary perspective

 Hector Gonzalez-Jimenez

2017

Jimenez, H. (2017). The self-concept life cycle and brand perceptions: An

interdisciplinary perspective. Retrieved from
<https://link.springer.com/article/10.1007/s13162-017-0092-9>
The study will used descriptive method of research to measure the brand equity

management on the selected resorts in fourth district of Laguna. Descriptive research is

defined as a research that endeavor and described systematically ,factually, accurately

and objectively a situation , problem or phenomenon that seeks to describes ‘what is’.