Brand elements for managing fast food restaurant

give away elements for managing fast fargon restaurantBrand Management is the method of applying activities to products, and patsys which will help grow and maintain scar equity. Brand management is a very big topic, out of it comes many roots and argon c altoge on that pointd stake elements, such as cross off equity, brand enquiry, customer based brand equity model, designing the brand, brand loyalty, brand advertising, brand pricing and etc. A brand which is the logo, name, symbol, and slogan, is supervised by a brand manager. For example, nestle has many products such as tea, milk, and ice cream, each brand of these has a brand manager who is responsible for it. Brand mass also be physical feeling such as packaging, physical appearance and guarantees, not just a name that pops up into a consumer mentality (Aaker and Biel 199333) .In 1980s people started to realize that the weight of the company is measu vehement by its brand, and not by its physical assets (Kapferer 2008 18), Brand success is measured by its powerfulness to maintain in a good position in the market and never leave a customer mind. The five stages of brand cycle measures whether the brand is succeeding or not (Benson ,2006)The brand definition.The aw beness experience.The buying experience.The using and service experience.The membership experience.(Benson ,2006)In order to define the brand and how its perceived by customers there atomic number 18 certain components which will help brand management understand how the brands are defined by the consumerWho the primary and valuable target customer for the product or service.What features, capabilities, and offerings that are being offered.Why customer make use of the benefit provided by the brand.How the approach makes use of delivering the promise.(Benson,2006)Brand management must(prenominal) be careful when setting brands in different countries, because, brands maybe viewed differently by people according to their cultures, beliefs , values, and traditions. All of these points should be taken into consideration cautiously because they can lead to failure or success of the band. Brand managers should study carefully where they are enterpriseing to position their brand, and who are the consumers that are going to be targeted, so that any misunderstanding of the brand could be avoided. Here are examples of how brand names are perceived differently from coun prove to an other(a)In Spain Mitsubishi Pajero is an insulting word while in Arab countries its a normal word. So here there is a problem which deals brand managers to get convolute inorder to settle this misunderstanding.McDonalds all around the world is in a red color, notwithstanding there is a state in USA were they perceive the red color as violence, so in order to solve this problem, McDonalds changed their color in this state into blue.Literature ReviewBrand EquityFirst of all I will define what is brand equity which is the value and weight of the b rand to the consumer and how they are loyal to it. Perception and feelings toward a product and its performance is be by brands, so brands are not just symbols and names they are the dramatic playdamentals for a company to acquire a strong relationship with the consumer. (Kotler 2008230). mental synthesis strong brands is very important inorder to nominate the ability to survive and succeed in the market and be able to compete with other strong brands, their is a process to follow which will assist in shape uping a strong brand they are Brand positioningBrand managers their mission is to try positioning their brand in the consumers mind. The positioning of the brand comes at three levels which are belongingss, benefits, beliefs and values. Attributes are the weakest level to position a brand (Kotler 2008231). These days close of the competitors are copying each other attributes, but the thing they are missing here is that consumers no longer interested in the attributes it sel f but they are interested in what will the attributes help them to acheive. Benefits are the out comes that the consumer will get when using a certain brand. Beliefs and values are connect to emotions, its about how purchasing these products empowers its socially conscious customer (Kotler 2008232).Brand Name SelectionA well choosen brand name can give a push to a brands success, but to find a name which will help in the success is very difficult (Kotler 2008232). To choose a brand name we should take these following points into considerationSimplisity in pronouncing the brand name, memorizing, and recognizing it. (Kotler 2008232)A brand name should be unique.Simplisity in transalating it to other languages and at the same magazine avoiding, the misunderstanding of the names in different countries.Expanding the brand name by, widning the activities of the company.Brand sponsorshipBrand sponsorship is very important, because it creates a kind of attraction and spreads the brand worl d wide, sponsoship could be involved in many eventsMatchesConcertsTv. Show programFootball players kitBrand DevelopmentWhen companies are willing to develop their brands, Their are ways to do itLine extension it happens when companies would like to extend the existing brand names to immature, colors, sizes, forms, flavors, and etc (Kotler 2008237).Brand extensions extending the brands that are avaible right now to new products in a new category (Kotler 2008237).Customer Based Brand EquityTheir are questions that should be asked, regarding howa create a strong brand? And what other ways we could use to build strong brands? The CBBE model approaches brand equity from the perspective of the consumer, whether the consumer is an individual or an organization. Understanding the needs and wants of consumer and organization, and being able to satisfy them is the heart of successful merchandising (Keller200848). DFolderspictures83888258_80b2635f61.jpg.(Haddad 200824)The Customer based brand Equity was designed to beComprehensive ( Haddad 2008 22)Cohesive ( Haddad 200822)Up to date ( Haddad 200822)Actionable ( Haddad 200822)Identifying each part of the CBBE pyramidSalience the brand awareness measurement. (Keller 200860)Performance are the products and service meeting the customer. (Keller 200865)Imagery are the ways in which the brand meets the psychological and social need of the customer. (Keller 200865)Judgments the evaluation and the opinion of the customer towards the brand. (Keller 200867)Feelings the response and reaction of the brand towards the customer. ( Keller 200868)Resonance The relationship that the customer feels with the brand. ( Keller 200872)Brand ResearchBrand research is used to break the feeling of the consumers towards the brand, which customers purchase the product, what other brands are competing with your brand. The need to know about the present customersWhy they choose your brand?Are they going to repurchase it?How are they using the produ ct?Where do your customers purchase the products?(Haddad 200811)The best way to describe the consumers is through the segmentation variables which are geographic (nations, countries, neighbors, city), demographic (education, age, sex, income), psychographic (The market is being shared out based on the personality) (belch2009 51), Behavioristic( the consumers are divided into groups according to their loyalties, buying of the product, and usage) (belch2009 52 ). There are other methods used to make researchQualitative research exploring the areas where knowledge doesnt exist. ( Tench Yeomans 2009 204)AdvantagesDisadvantagesIdentify unknown informationIt takes a lot of timeProvide insight into motivationRequires large amount of money duodecimal research The results are expressed in numbers. ( Tench Yeomans 2009 204)AdvantagesDisadvantageGenerate comparable resultsCould mislead to irrelevant directionsClients have a higher percentage of accept itCant go into deeper analysisBrand Adv ertisingBrand advertising increases the recognition of the consumers towards the brand its also the generator which helps the business to succeed. Most of the owners, who own businesses, envisage of the brand as a logo with color and a slogan. They dont understand the relation between the brand and the consumer. The brands that really succeed are the ones which have unrestrained relationship with the consumer. So successful brand advertising is about how to make the consumer reach the emotional relationship with the brand. Owners might feel that their brand is credible and honorable but this is not enough, because they cant think from their own perspective, trustworthiness should reach customers in order to achieve brand loyalty and a strong brand.(Long, 2009)Forms of brand advertisingTelevision.Radio.Print ads.Internet.Bill boards.Banners.Relating brand elements to McDonalds( restaurant)How does McDonalds build brand equity?Advertising, building relationship with consumers, buil ding trust, good service, trying to make our products affordable as much as possible to everyone, participating in community activities and fund raising, all of these factors will improve our image and create a strong brand.How are you going to build a strong brand using the brand strategy decisions?Brand positioning comes in three levels as I mentioned above, attribute (McDonalds are not just concentrating on their food attributes because, there are many junk food businesses who produce same attributes). Benefits (are what McDonalds concentrating on, they care about their food taste, freshness, place neatness and cleanness, and the satisfaction of customers aft(prenominal) finishing their meal). Beliefs and values (in Egypt McDonalds dont offer pork meat because its against people values and beliefs).Brand name selection McDonalds is an lenient name which could be memorized its very simple and kind of funny, this brand name differs from other fast food brand names, because McDona lds is trying to be different than other brand names, by sending message to consumers which is. Consumers can eat all they want, but they can have healthy life by controlling their food.Brand sponsorship McDonalds sponsors football teams, world cup 2010, it concentrates more on athletic activities and events so that they can create a healthy brand image.Brand development McDonalds are always trying to develop their products by having the best taste and reasonable price, developing their service by having the blistering home delivery service in Egypt. Developing their ads by making it more funnier and simple.How can McDonalds create successful customer based brand equity (CBBE?)Salience consumers perceived McDonalds 43% best, 43% not bad, 14% bad.Performance McDonalds target all consumer ages, and they also target class A, B, and C.Sandwiches pricesThe service in McDonalds is very fast in different ways, its the fastest delivery in Egypt, fastest problem response, and one of the bes t employee customer relationship. The style and design of the place is very clean, neat, and makes you happy and comfortable while school term inside.Imagery McDonalds in Egypt started 15 years ago, and established 60 restaurants till now. McDonalds offer their products according to consumers values, beliefs, and cultures. For example in Ramadan, McDonalds offer iftar menu for people who are fasting. In Christmas they offer siyamy menu which is fillet fish. There are obstacles which are being faced trying to adopt another countries food, in Thailand McDonalds offer shrimps sandwiches because its their conventional food over there, you cant make consumers in Egypt adopt seafood sandwiches from McDonalds because its not their traditional food over here.Feelings McDonalds are doing their best to provide excitement and fun for their customers, McDonalds TV. Ads are very funny, during the half time of the matches TV ads appear so viewers are encouraged to buy meals while they are watch ing the match. If there is a big match between Egypt and another country McDonalds designs the place with Egyptian flags, and they have artists for people who would like to draw on their faces.Judgments according to what we have mentioned above, customers are happy because we try to meet their need in every possible way, and solve any problem they face with our food or place. McDonalds Is a credible brand because its a very strong competitor all over the world, its the second best competitor in fast food businesses after KFC.Resonance There is a strong relationship with the employees and the customers, employees are always friendly and smiling to customers so that they can make them feel welcome, and they always try to make them comfortable as much as they can.How is Qualitative research being used?Qualitative research is being used to know how consumers check over our products (tastes, freshness, new products, and etc.) Service (delivery service, employees relation, and place.)How is quantitative research being used?It provides assistance to know the quantity of combos needed to be increased daily, weekly, and monthly. It also identify what fictitious character of products are consumer demanding, the sandwich double big tasty was created using the quantitative research.How do use Advertising to strengthen McDonalds brand?McDonalds advertise mostly on television using simple and funny ads which will attract customers to buy their products. They used to advertise on radio too. McDonalds uses FP7 which is the advertising agency to help them, FP7 is work with McDonalds since 15 years ago, they helped them create the delivery TV ad, and other comedy ads. Off course McDonalds sponsors Egyptian football teams such asGhazl el mahalaEl gaishEl masryAll of this will help improve the advertising.