Brand Management of restaurant in London with a special reference to Chicken Cottage, Wembley

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I (Name), is declaring that the following dissertation and all the content present in it has been an unaided, individual effort and this thesis has not been published or submitted in past for any academic or business purpose. In addition, it is reflecting my personal opinion and view over the topic selected and is not representing any sort of opinion of the University.

Signature:

Dated:

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER # 1: INTRODUCTION5

Aims and Objective of the Study5

Brand Management5

Brand Management in Different Restaurant5

Brand Management in Chicken Cottage6

Brief history of chicken cottage8

Cardiff Institute of Management9

CHAPTER # 2: LITERATURE REVIEW10

Brand Building - Internally10

The Brand as Personified11

Role of Employees and the Brand12

The Role of Employees in Brand Image Building14

CHAPTER # 3: METHODOLOGY15

Classification of research methods16

Multi-method studies16

Mixed method studies16

Data Collection and Data Analysis16

Conclusion17

REFERENCES18

APPENDIX20

Customer Questionnaire21

CHAPTER # 1: INTRODUCTION

Aims and Objective of the Study

The main focus of this study is to highlight the concept of brand management among London restaurant and the perception of customers about restaurants brands and their quality. This paper analyzes the concept of brand management with special reference to Chicken Cottage, Wembley.

Brand Management

The brand name and image holds much importance for the owners because a strong brand name portrays better quality. Customers always run after strong brand name. A strong brand name differentiates one product from another. The symbols, colours, slogans, words all are included in the brand image and a good brand image conveys a consistent and clear message to the customers. For the purpose of product choice, brand images plays a vital role. Consumers chose only that product which they think suits their self image. (Jing 2008, pp.268-80)

Many previous studies in the area of brand management deal with issues such as brand equity and brand image. However, relatively little of hospitality and tourism management literature has evaluated the influence of employee training and job satisfaction on internal branding in the restaurant industry.

Brand Management in Different Restaurant

The American Association of marketing defined brand as a design, symbol, sign, term, name or a combination of these which is intended for the identification of services or goods of one seller and for differentiating it from the others offered by the competitors (Oh 2009, pp.67-82). All the previous studies used this definition. The elements of the brand image portray the brands properly. Though there are other meanings of brand as well. “A brand is not a name, logo or advertising slogan; a brand is a person's dominant perception when the stimulus of a name, logo or slogan is ...