6.5. Branding
According to the American Marketing Association (Branding | American Marketing Association, n.d.), a brand is defined as “a name, term, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of other sellers.” This can refer to a single product like the Big Mac, a category of products such as KFC chicken, or all items from a company like Sysco-labeled products.
Brand Identification
Brands are often recognized by unique logos, colors, or symbols, such as McDonald’s golden arches or Pizza Hut’s red roof. They can represent large national chains or self-branded concepts at individual locations. For instance, Tu Mercado, a market-style operation at the University of San Diego, is self-branded by its foodservice management and offers organic, vegan and vegetarian options.
Comprehensive Brand Elements
A brand encompasses more than just a logo or symbol; it represents various facets of a foodservice operation, including the types of food offered, quality, service, environment and staff interactions. (T, 2017) suggests that foodservice managers consider the following 11 Ps when creating a brand:
Principles: Define the values that will guide business decisions and what the company stands for.
Play: Outline a detailed narrative of the ideal customer experience.
Promise: Establish the commitments made to customers regarding the experience they should expect.
Place: Design the space to align with the brand promise.
People: Train staff to understand their role and the customer’s purpose in choosing the brand.
Production Elements: Create extraordinary experiences.
Props: Select equipment and fixtures intentionally to enhance the planned experience.
Price: Set pricing that reflects the value of the experience.
Promotion: Communicate the brand experience effectively.
Press: Utilize public relations and marketing to generate excitement about the brand.
Performance Reviews and Prizes: Evaluate performance and recognize and reward desired staff behaviors.
Brand Loyalty and Equity
Brand loyalty, where customers repeatedly choose a specific brand, has become crucial in the foodservice and hospitality sectors. Organizations often implement incentive programs to encourage loyalty, such as frequent flyer miles for airlines or special seating, individualized menus and free items for regular restaurant customers.
Brand equity, as defined by (Keller, 2001), is the “differential effect of brand knowledge on customer response to the marketing of the brand”. Customer perceptions of a brand, shaped by their experiences and what they have heard over time, create value for the brand. Severi & Ling (2013) identify five components of brand equity: brand loyalty, brand awareness, perceived quality, brand associations and other proprietary assets. These elements collectively influence the power and value of a brand based on customer perceptions.
