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

by

ACKNOWLEDGEMENT

I am very thankful for those people who help me out for the completition of this research work. I am very grateful to my facilitator, friends and family for their support. I am also very thankful to my teachers who help me and support me for this research work.

DECLARATION

I [type your full first names & surname here], declare that this dissertation represents my own work, except where due acknowledge made, and that it has not been previousely included in a thesis, dissertation or report submitted to the University or any other institution for a degree, diploma or other qualification.

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ABSTRACT

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.

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 play a vital role. Consumers chose only that product which they think suits their self image. The present study examines factors which build positive brand image within front of the house employees in the restaurant industry. Based on previous studies, the study reviewed factors that build internal brand image. When employees properly understand and recognize their organization's brand image, staff is better able to offer the kind of service that the organization seeks to satisfy its customers. Customers who receive good service from the front of the house employees as determined from customer evaluations perceive the brand image positively with high satisfaction and increase customer loyalty and increase profits. Internal brand image building is still neglected in many companies compared with external brand image building. The present research intends to draw management attention to the relevance of the subject and give valuable suggestions towards its execution. Results of the present study provide significant insights and guidelines for brand image building in the restaurant industry with special reference to Chicken Cottage, Wembley. The findings indicate that chicken cottage brand image is quite popular in customers they effectively manage their brand and successfully attract their customers from the target market. Chicken cottage value their customers and always quickly respond to the feedback of their customers that the main reason of prosper of their brand.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER # 3: METHODOLOGY1

Research Design1

Instrument for data Collection2

Data Collection2

Data analysis methods2

Reliability/Dependability3

Validity3

CHAPTER # 4: FINDINGS4

Demography of Respondents4

Customer Questionnaire Analysis6

Restaurant Brand Image15

Crosstabs and Chi-Square21

Interview Analysis26

Summary27

CHAPTER # 5: DISCUSSION AND CONCLUSION28

Discussion28

Why Conduct Research on Brand Management and Relationship Quality?28

Conceptualizations of Relationship Quality30

The ERO Construct31

Theoretical Issues32

Brand Consistency33

Product Related Consistency33

Brand Equity Related Consistency34

Managing Consistency for International Brands35

Conclusion and Recommendations35

Limitations38

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