• Mr.Sony Varghese
• Ms.Vatsala

The project traverse through the detailed analysis of the corporate branding of India’s third largest budget hotel chain Treebo Hotels. The focus of the study is to understand the factors that affect the customer loyalty towards a brand. The focus also puts light on the competitive and comparative products and brand, macro environment and the internal environment and workings of firm. Treebo Hotels aims at providing budget hotel accommodation. It has 450, 3-4 star properties in 80+ cities and is expanding at a fast rate in other cities of India. It largely caters to the corporate segment as its clients and has sub brands as Trip, Trend and tryst. With an entrepreneurial idea in the minds of three ‘IIT graduates’ Rahul Chaudhary, Sidharth Gupta and Kadam jeet jain, the idea was brought into life in 2015 as Rubtub Solutions PVT. LTD. With huge competition in the market and flourishment in Tourism sector, a brand that is well recognized, trusted for its offerings and customer-oriented can upscale the revenues of the company. The purpose of the research on” A study of corporate branding and its effect on customer loyalty” was to understand the factors that can lead to repurchase behavior and bring familiarity towards a brand. A self-administered questionnaire was generated for this study and was circulated to 110 respondents out of which 53 complete responses were taken. Analysis of data generated has been done using SPSS Statistics and factors that can attribute to customer loyalty were assessed. The population taken as sampling unit includes the admins/HR/Travel agents of the corporates who provides accommodation to the employees and clients of their company and the travellers in general. The findings of the primary objective include the factors such as brand fit, brand awareness, quality factors, price, brand name and past experience that influences the repurchase behavior of a brand

Customer Loyalty; Brand Awareness; corporate branding; brand awareness

"THE INFLUENCE OF CORPORATE BRANDING AND ITS EFFECT ON CUSTOMER LOYALTY WITH SPECIAL REFERENCE TO BRAND TREEBO", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.376-385, June 2019, Available :http://www.jetir.org/papers/JETIR1908059.pdf

"THE INFLUENCE OF CORPORATE BRANDING AND ITS EFFECT ON CUSTOMER LOYALTY WITH SPECIAL REFERENCE TO BRAND TREEBO", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp376-385, June 2019, Available at : http://www.jetir.org/papers/JETIR1908059.pdf