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

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ACKNOWLEDGEMENT

I am very thankful for those people who help me out for the competition 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 previously 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

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 attracted to 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. 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. The present research intends to draw management attention to the relevance of the subject and give valuable suggestions towards its execution. The present study suggests that chicken cottage brand image is quite popular among their 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 # 1: INTRODUCTION1

Background of the Study1

Problem statement2

Aim of the Study2

Objectives of the Study3

Brand Management3

Brand Management in Different Restaurant4

Brand Management in Chicken Cottage4

Brief History of Chicken Cottage6

Cardiff Institute of Management6

Significance of the Study7

CHAPTER # 2: LITERATURE REVIEW8

Introduction8

Brand as a Concept9

The Brand as Active Contributor to the Relationship9

Brand Building - Internally11

The Brand as Personified12

Role of Employees and the Brand13

Benefits of branding15

Empowerment, Training, Job Satisfaction and Their Impact on Brand Image17

REFERENCES18

CHAPTER # 1: INTRODUCTION

Background of the Study

Brand image plays a key role in attracting customers towards a particular brand. By owning a powerful brand companies can increases their profit margin, market share and their customer retention. It's the psychology of customer they always attracted towards a powerful brand image. The companies always try to make their brand image powerful and well known.

The new research objective was to develop an intimate understanding of the connections forged between consumers and their brands so as to protect and leverage the value of the trademark. All research account directors were given titles as "brand relationship managers" to emphasize the overriding brand-building objective. The agency was responding to what ...