Why Brands go for Rebranding

 

Rebranding: It is the process of creating of a new look and feel for an established product in order to differentiate from its competitors. Rebranding efforts may include a name change, new logo or packaging and updated marketing materials that includes the latest industry buzzwords. The goal of rebranding is to influence a customer’s perception about a product by reawakening the brand and making it seem more modern and relevant to the customer’s needs.

Brands are constantly evolving to ensure they keep abreast of changing needs in the marketplace.Rebranding can be applied to new products, mature products, or even products still in development.The importance of maintaining a strong brand image means always catering to consumer needs. This is why successful companies are continuously working to improve brand image by adapting to consumers and delivering effective messages.

Usually,  organisations and brands change their corporate identities once in every five to ten years. In a small number of cases, the name of the organisation is also changed during this process. Although there is usually one main reason for making the change, the motivation behind a rebranding project is a combination of several factors. Here is an overview of the ten most common reasons for a corporate rebranding.

Leading  mobile handset manufacturer Nokia, underwent a series a changes in its logo.
It started as a  professional logo, Nokia converted its logo into a colorful image and ultimately the “two shaking hands” with the brand name became a household name of its tagline “Connecting People”

Rebranding can be categorised with reference to Nokia which includes one or more then one combination of all the items listed:

1)A new Brand Name

2)Brand Identity (Brand Logo), Trademark , Tagline or Slogans

3)A change in brand profile focuses on goals, story, message, promise, offerings, personality, emotion, behaviours, culture etc.

The Importance of Rebranding: When a company looks at their existing marketing materials (logo, brochures, website, videos, etc.) they might wonder why they should invest the time and money to re-brand themselves. After all, the existing brand has worked for them since years till now. Here are few points to consider regarding the need for an updated brand:

1.       Re-branding is a part of a company’s life cycle: Usually, existing marketing     materials, logos, etc. are good for 5-10 years. After that time period, businesses evaluate existing materials and will re-brand…

a)    to reflect current design themes

b)    to embrace current marketing strategies

c)     to announce the transition into a new phase of their company

d)     to communicate the company’s vision for its future

Think of how quickly our world is advancing, with the help of modern technology.  A mobile phone you purchase today will be obsolete within few months.  A corporate video produced with today’s technology will look a lot different from one produced in 1995. And so it’s important for businesses to assess their brand and its effectiveness every 5-10 years in an effort to remain competitive and current.

2.       Re-branding tells your audience that you are committed: A business that takes the time to update its marketing materials is a business committed to the long haul. You want your clients and potential clients to feel safe and secure, knowing that you will be around for years to come. When the public sees that a company has taken the time and invested the money to re-brand, they understand that this is a company that is looking to the future and plans to increase its strength and position in the marketplace.

3.       Re-branding is about looking your best: A company’s credibility among audiences depends on the image they put forth for public consumption. Presentation is everything.

a.       When a candidate walks in for a job interview, the way he/she looks is important.

b.       When your employees show up for work, how they present themselves is important.

c.       When company representatives go out for sales or service calls, the way they look and act is important.

d.       When customers, clients, or potential clients come into your office building, how it looks is important.

Everything reflects back onto your business, either positively or negatively. It’s easy to overlook the current status of your brand with other daily tasks filling your calendar, but it’s important to take the time to review that brand on an annual basis. Updating that brand communicates two things…

1)   Your company is growing, and

2)   You are concerned for its reputation.

Few examples of rebranding :-

1)    Addidas

 

Sports equipment and apparel giant completely overhauled its logo and introduced a new looking design. Adidas logo, representing the durability and elegance, is a three parallel striped design that symbolizes the mountain which is to point towards the goals and challenges that lay ahead.

2)    Compaq

 

 Compaq’s logo branding wasn’t a drastic change but a very subtle change and the redesigning of “Q” can impact the brand more positively as and when it becomes a more recognisable icon 

3)Domino’s

 

 Pizza brand Dominoes did not make a major change in its logo but just empahsised more on the logo and lesser on the brand name and keyword “Pizza” as the logo had already become a brand recall attribute as a global inconic brand

4)Holiday Inn

 

Hospitality company Holiday Inn changed its logo to a more symbolic icon and removed the complete name and replaced it with an “H” which can be a value addition for any diversification strategy

5)                Mahindra

 

 The logo was redesigned to be more contemporary and according to the official press release The new word mark and other elements of our refreshed visual identity have been adopted after extensive research and feedback.We also had to ensure that it would have universal appeal across consumer and business segments in urban and rural areas, as well as overseas. We have tried to create a modern futuristic feel, while retaining the dependability, reliability and warmth associated with the Mahindra brand”

Remember when rebranding :-

1)    Focus on a target audience, customer experience, perceptions, product quality, look, feel, tone of communication – visual, audio and written.

2)    Don’t forget to step into customers shoes keeping in mind your competitors strategies as to what they offer.

3)    Before rebrand do a market research in order to know and study the current market scenario.

4)    Carry out a survey amongst customers to know their feedup on the concept of rebranding.

Establishing a new company and a new brand is a massive undertaking.  Rebranding has made it possible to open up new opportunities by creating a consistent and well-recognised character to the company throughout the globe based on quality, performance and presentation. An updated brand can positively affect public perception about your company encourage them to do business with you.

6 ways to strengthen your relationship with customers

n the business world, a company can successfully build its brand name in many ways—advertising, online marketing, social media, etc. With a little hard work, business owners can get their budding companies off to the right start. But perhaps the factor most important for the continued success of a company is its relationships with customers. Through positive word-of-mouth, those customers may be the champions needed to bring in new clients and provide an overall boon to the business.

Successful businesses don’t just communicate with prospects and customers for special sales. Today, making your company indispensable is a vital key to marketing success. It’s a terrific way to add value, enhance your brand and position against your competition. Here are six relationship-building strategies that will help you transform your company into a valuable resource:

1)      Communicate frequently

How often do you reach out to customers? Do the bulk of your communications focus on product offers and sales? For best results, it’s important to communicate frequently and vary the types of messages you send. Research shows that when customers receive multiple methods of communication, they are more likely to remain loyal. And, in many instances, the most effective communications incorporate soft sells rather than hard-hitting sales language. Newsletters, emails, tweets, and Facebook status updates (social media in general) e-mail, direct mail, phone contact and face-to-face communication  are easy-to-use, appropriate ways for staying connected and incorporating soft sells.

2)      Offer customer rewards

  Customer loyalty or reward programs work well for many types of businesses, from retail to cruise and travel. The most effective programs offer graduated rewards, so the more customers spend, the more they earn. This rewards your best, most profitable clients or customers and cuts down on low-value price switchers-customers who switch from program to program to get entry-level rewards. Whenever possible, offer in-kind rewards that remind your customers of your company and its products or services.

3)      Hold special events

                                                         

 With the renewed interest in retaining and up-selling current customers, company-sponsored special events are returning to the forefront. Any event that allows you and your staff to interact with your best customers is a good bet, whether it’s a springtime golf outing, a summertime pool party or an early fall barbecue. Just choose the venue most appropriate for your unique customers and business

4)      Ask for customers’ opinions

 What better way to make someone feel valued than by asking for his or her opinion and advice? Business owners not only gain much insight from trusted clients but also establish that they respect and value those clients. Businesses can gain insight via surveys, online discussion questions, personal phone calls, and in-person meetings. By reaching out to customers, you give them a way to become involved and make their voices heard. They will feel that they are a part of the company, and you will get valuable feedback on what’s working and what needs to be changed in your company’s marketing strategies and business plan.

5)       Launch multi-cultural programs

It may be time to add a multi-lingual component to your marketing program. For example, you might offer a French- language translation of your Web site or use ethnic print and broadcast media to reach niche markets. Ethnic audiences will appreciate marketing communications in their own languages. Bilingual customer service will also go a long way toward helping your company build relationships with minority groups.

6)      Visit the trenches- For many entrepreneurs, particularly those selling products and services to other businesses, it’s important to go beyond standard sales calls and off-the-shelf marketing tools in order to build relationships with top customers or clients. When was the last time you spent hours, or even a full day, with a customer-not your sales staff, but you, the head of your company? There’s no better way to really understand the challenges your customers face and the ways you can help meet them than to occasionally get out in the trenches. Try it. You’ll find it can be a real eye-opener and a great way to cement lasting relationships.

     This  really makes it easy for your customers to be heard, enables you to identify and focus your efforts on the real customer pain points, while making them feel valued. Feeling listened to and seeing that your contributions are being acted on is a pretty sure-fire way of cementing any relationship.

What is Branding

1. What is branding?

You know to this question people simply answer it as ‘company name’ or ‘corporate logo’. To me its much more then it, let me put it this way as to how branding can be understood—as easy as a pie.

You see just like we know people by their names, we know hundreds of brands by name. But, like people too, the more you know about a brand, the more it seems to have its own individual personality.

But while we know people by their names, we don’t say they “are” their names. Here’s where we get to what branding really is. Branding is the sum total of a company’s identity—from its name and logo to every piece of communication, internal or external—to every encounter every customer or potential customer has with it.

Here’s my explanation of branding using a pie as an example. Not plain, ordinary pie. But apple pie with two scoops of ice cream and a cherry on top.

                                                 

The cherry is a brand’s promise. The ice cream represents all your products and services. The apples are the corporation itself—the corporate environment. The crust is the structure of your company—not the building (although how it looks is part of branding) but your systems.

So here is your delicious, multi-tiered, integrated apple pie. Of course the cherry gets the attention. And that’s your name in neon lights, your fancy new logo, and your overall visual appeal. If a prospect buys a slice of your pie just for the cherry then you’ve done well!

But integrating the ice cream (Product/Service), apples (Corporate Culture) and crust (Systems) are essential for building true “core” brand equity. Don’t get caught up in thinking branding is only about the cherry. This happens at graphic design firms whose only expertise is generating visual solutions. You may even find it at large advertising agencies that want to do more ads. To them the cherry is all that matters. 

But we at Barkha’s Brand clinic think differently.

I don’t care if you do no ads at all—if that’s what’s right for your company. Maybe your success lies in direct contact at trade shows or public relations and press releases. Whatever it is, whatever your sweet suite of services is, you need the ingredients working in combination to make your pie a success.

And once you know all that goes into it, branding is as easy as a pie!

2. Many brand logo designers have different key rules of what a logo should do (i.e. be scalable, must work in black, be memorable, be only 2 or 3 colours etc) what are your key rules of a logo?

The K.I.S (Keep It Simple) principle was pounded into my head since the beginning – and I still follow it today in most of my designs. I know that my most successful efforts are the simplest and get the best of my ideas in my dreams or through intuitions. I always find myself trying to subtract detail from design concepts in an attempt to distil the idea down to the most basic communication tool.

I know that as designers we are influenced – both consciously and subconsciously – by everything we see around ourselves. Still, I always try to avoid anything that has been defined as the latest and greatest “trend” in design. One of my “mantra” is: “Just be yourself be natural and give in your 200%, the rest will follow”

 We as a team have created as many as 60 effective logo designs to this date – we have adopted latest technology in our office so that really successful designs can be created with software giving “special effects.” And give treatments to great design solutions with a concept defined, companies brand value, brand image and the company’s vision and mission statement in mind.

I don’t like just having an icon, or piece of art, up next to a type treatment. In some cases it is appropriate and effective – but it’s something I try to avoid in creating a strong and unique logo for a client. I enjoy making a long term deeply meaning logo. It should give the brand a power packed image.

3. In today’s competitive time how much impact does a logo have in building the brand image?

The symbolic, emblem, graphic representation of the brand name and the company, the most important aspect of a brand is Logo ‘the Face of the company’. And it is the logo that registers your brand in the minds of people.

The reality is your customers and prospects are not always in front of your products or advertising. So it means that they can easily forget about you or be persuaded by your competitor to buy their products instead. That’s why u need to take an advantage of a little thing of Human ‘Memory’. It is always believed that if u want to memorize anything then always make it remember by having some image of it and u will never forget it. So, logo plays that soft and subtle role in helping ur target consumer memorize ur brand in their minds. Human minds are psychologically made like this. So if u make a favourable impression in the mindset of ur customer through your logo chances are they will reject ur competitors offering.

Like for example Mc Donald’s has made its mark in the hearts and minds of children and in the minds of their parents as well, the brand image and loyalty that they have established in their target audiences mind is incredible. Mc Donald’s logo literally tempts you to go and grab a burger or French fries. Mc Donald’s as a brand with its logo has helped Mc Donald’s built to its brand image.

Always position and maintain ur brand presence on TV, web and print publication it’s worth an investment. Like we say if you are not remarkable you are Invisible, and, in this competitive industry…

                        INVISIBILITY = DEATH

The Brand Repositioning Strategy

Monday morning I received a mail from a friend asking if “I really believe that a successful niche market product should retain that position. Would it be risky to reposition or update the current brand?” 

In my opinion, it is time to clear one more doubt regarding some common marketing myths. I quote the marketing guru Philip Kotler, who has rightly defined marketing as “Meeting needs profitably”. It is the most important requirement of any business. But to do it consistently, it is most important to reposition the brand after a certain period of time.

There are several ways to do this. It may be with a good celebrity endorsement, a product line extension or with the help of other marketing tools. But again, there are so many brands which have failed in the process of repositioning itself. So it’s not a fool proof method.
However, if you succeed, it’s a win- win situation. “Take the example of an FMCG brand which has reestablished itself very unique in the market which no one else has so successfully done. I am talking about brand ‘Cinthol’.

Cinthol, the flagship brand of Godrej Consumer Products Ltd, has been positioned as the only masculine soap brand available in the Indian Market. It is all set for a makeover with Hrithik Roshan as the brand ambassador who performs out of the world stunts in their new campaign.

Cinthol has its own niche market in which it is well placed. Ever after Lifebuoy repositioned itself targeting the family; there has been no soap except Cinthol targeting male consumers. Let’s analyze this thought process further. A major shift in the consumer demands is brought about by the surfacing of the “Metro sexual Man”.  Many marketers believe or rather assumed that soaps are usually bought from the lady in the house and no matter the brand, it appeals and is accepted by everyone in the family. Moreover, soaps were never considered to be a part of the male grooming product category.

But things are different now. There is a marked shift in the consumer interest towards male grooming products. The category has expanded from shaving products, deodorants, etc. to face wash, hair care, face creams etc. Today’s Metro sexual man has his own needs and typically a modern household may see both the husband and wife using two different brands of cosmetics and health and body care products including soaps.

In this context, the relevance of Cinthol as a masculine brand achieves vital significance for Godrej. Even without much promotion, Cinthol has a share of over 2 % with the brand’s size estimated to be around Rs 200 crores. 

It has had a very strong base of loyal customers. And the prime challenge that Cinthol has so effectively taken up is to be relevant to the new edge Male. The new campaign features a new look for Cinthol and a new slogan. The last ad of Cinthol featured the slogan “Get Ready Get Close”. The new slogan for Cinthol is “Don’t Stop”. The brand promises “24 hour confidence and long lasting freshness.” It has been a fantastic repositioning of the brand keeping in sync with the ever changing market needs and trends. The new slogan tells the male consumer to have confidence and do whatever he likes. The execution of the concept is larger than life, but it is interesting to watch and one which a person can relate to. 

Regarding the choice of the celebrity, Cinthol has pulled off a coup by roping in Hrithik. The first impression about the ad is very positive, confident and at the same time the complete promotion has been successful enough to raise the brand to an iconic level. Having said that, the slogan “Don’t Stop ” with core brand values of Freshness and Confidence give the brand lot of power to move ahead. 

In conclusion the changing needs of consumer should be taken into consideration by all products irrespective of their target market. 

Brand Health Tip:  “It’s not the strongest of the brand that survives, nor the most innovative but rather the one most responsive to change.”

http://www.barkhasbrandclinic.com/articles.html

Amul Branding

Me and my Friend Priti were on our way for a party towards town, on our way Priti happen to see the Hoarding of Amul at Bandra and read aloud “Utterly Butterly Delicious” in a funny foreign accent and we started our giggles.

She, like many others usually wonder looking at the Amul Brand Ads asked me the secret to Amuls brands unshakable market share and brand value.

She inquisitively loud her thought, saying “Amul’s utterly butterly campaign has the distinction of entering the Guinness World Records as the longest running campaign”

I answered, “If a brand’s value is to be judged by the ease with which it can be recalled, then Amul’s marketing campaign definitely wins hands down”

I explained “Absolutely, Amul has carved a very careful brand positioning space for itself in the minds of its consumers. Its clever use of topical events, has easily won the brand several accolades.

Amul smartly playing the role of a social observer, its weekly comments have tickled India’s funny bone since 1967, when Sylvester Da Cunha’s irrepressible Amul girl first had her say.

She further asked me “But what’s kept the brand going all these years?”

I continued “Amul have changed the packaging, our technology and their approach to marketing based on the changing taste buds of our consumers. Which I think is important for every brand to follow in todays competitive market.

However, when I had studied the brand carefully during my research what i came away understanding is that the only thing that has helped Amul sail smoothly is that they have not changed their core values—give the best quality product to the consumer, and at the best possible price. It holds true in any era for every brand in specially a FMCG category.

In fact, it is not just the core values at Amul that have remained the same; the core team associated with the brand is still the same. Even the advertising agency hasn’t changed, i think this all goes a long way and has played a pivotal role in the growth of Amul.

“This must have surely helped them maintain consistency in all their communication. Amul’s strategy of umbrella branding has also helped establish the brand firmly in people’s minds. What further surprised me during my research is the fact that they do not spend more than 1% of their turnover for marketing, compared to 7-8% (spent) by most of the food and consumer product companies,”

So, keep positioning your brand to your audiences heart and they will keep their pockets positioned to you! 

Healthy branding  

Brand Sound Marketing

In the recent past there has been extensive usage of the audio strategy to build brands. I call this “Sound Marketing”.

The Airtel mobile service has created a musical tone, which is memorable and easily recognizable thus using sound as a vital ingredient in the brand marketing strategy. In fact the Airtel mobile service has a large component of audio usage and the use of sound marketing in my opinion is very sound.

In another case, the very memorable audio-mnemonic and tune after every Britannia ad makes sound sense to me and appeals to one of our 5 senses, thereby building a very strong and healthy brand which cuts across languages and does not have to depend on literacy levels to enter the Britannia brands in the minds and hearts of consumers. The Britannia T.V and audio ad commercials are excellent examples of good usage of sound marketing. Almost every child, almost every adult, and almost every grand parent remembers the Britannia audio signature in the relevant target audience.

The technique of “Sound Marketing” as I call it has been used very effectively over decades. However, now the significance has grown even more since the advent of audio being accessible easily through various instruments like mobile phones as well as strong resurgence of Radio-FM.

Many years ago the audio-mnemonic like the Vicks – Khich Khich as well as the Iodex – Ooh aah ouch as well as the washing powder Nirma jingle were well used. Infact, Ranipal with its very clearly remembered audio element and jingle – Ranipal, Ranipal, Ranipal – still rings well in the ears of the consumers. There are many such good examples wherein sound has been used very effectively to build brands.

I would strongly recommend that every Brand Manager should at least consider using “Sound Marketing” effectively for the building of their brands.

Let me now explain to you what in my opinion sound marketing is and the vital ingredients necessary for sound marketing to succeed.

I have created this term “Sound Marketing” and what I mean by it is that when sound is used as one of the core elements in the brand strategy of any brand then that approach in my opinion could be called Sound Marketing.

The important ingredients of “Sound Marketing” in my mind would be 4 in number.

• Firstly, there would have to be an audio component.
• Secondly, it could have words, but it is not necessary.
• Thirdly, there would have to be music and
• Fourthly, it should be relevant for the brand and product category.

Whenever a Brand Manager decides to use sound as the major component of brand strategy, it would be prudent to understand, whether the current or proposed brand personality of the brand is amenable to sound marketing. For example, some categories may be more amenable than others. FMCG durables services could be more amenable to sound marketing than may be industrial products or pharmaceuticals. That does not mean that sound marketing cannot be used for every category. It can be used but should be used with relevance and prudence.

It is important to note that usage of this type of technique is relatively inexpensive and is very well accepted by consumers in India. This is because more of listening is involved and less of reading. This helps comprehension and understating which leads to many benefits.

The benefits of “Sound Marketing” are many. The First benefit is the “Sound Marketing” increases memorability which in turn leads to better recall. Secondly, because of its distinct audio component it helps establish brand recognition, which helps develop familiarity and a bond with the customers. Thirdly, it helps increase wide spread awareness if proper media is broadcast is done. Fourthly, it is not only effective but also cost effective. Especially in today’s world where every rupee spent should be spent wisely.

I would recommend that “Sound Marketing” should be utilized frequently because as per consumer behavior studies sounds are easily recalled and like smell can bring out good brand associations provided the creative is executed well. In fact, there could be a very positive recalls of jingle, voices and audio spots even after a decade.

It is quite possible that because of focus on any other options “Sound Marketing” may have been neglected. I think that it is important that Brand Managers revisit this element of marketing for their brands benefit.

In today’s world consumers are hammered with advertising messages at home as well as while traveling. A regular audio element could easily enter the minds and hearts of consumers through their ears to be able to make a mark of the brand leading to increase sales, market share and profits.

Healthy Branding!

Brand Health Tips: Sound Marketing

BRAND OUTING - MEETING OUT, EATING OUT

The Delicious Restaurant Business

One of the largest emerging categories in advertising spends happens to be the restaurant category whether in the form of fast food outlets, ethnic food outlets or western food restaurants. The restaurant business is booming and this trend would strongly continue in the next 5 – 7 years.

From a consumer behavior viewpoint, eating out and meeting out, has become an ever growing trend leading to the spread as well as the depth of restaurant business revenues moving very fast. In fact the younger consumers, who constitute a large proportion of the Indian population, find it appealing and cool to go to a restaurant and eat out with their friends and meet out.

What has happened to India suddenly? Why is this boom an ever-growing one? What are the brand marketing opportunities available to the corporate world?

 The restaurant business has always been a personalized service business wherein tangibles like food and beverage and ambience are undoubtedly important, but what is gaining more importance is the expectation of world-class service and relationship with customers. This sudden change in expectations is making the restaurant business extremely lucrative for good brand builders and is depressing those who serve bad food and give bad service. The reason the consumer goes to a restaurant is to have a pleasant experience and to be able to enjoy his meal, his drink and his company with his family and friends, It could even be a business lunch or dinner which gives rise to a different set of expectations from the customers. Brand marketers have a great opportunity to understand the expectations of consumers and provide them with tangibles and intangibles which delight the consumers and make them visit the restaurant again and again.

Brand marketers must follow the pure principles of brand marketing whether in the form of segmentation or brand positioning or whether in the form of communication and delivery or whether in the form of brand experience or customer service. All ingredients of a brand-marketing plan are relevant in building up of restaurant business. It could be the product portfolio like the menu or it could also be the soft skills or training required by the staff. Each and every marketing ingredient needs to be handled in a sensitive and caring manner.

There are various formats of restaurants and the starting point is to look as to which category of restaurant should one participate in, first. Should it be a vegetarian or a non-vegetarian restaurant? This is a critical decision, which should be made at the beginning itself. One of the brands that I personally handle and have developed in terms of brand consultancy is a chain of restaurants called “Bake Veg” Vegetarian Restaurant which serve specific Roasted Veg Snacks which is very popular and the brand is growing by leaps and bounds both in terms of sales and the number of outlets in South. This specific choice of category has helped. Similarly one could look at the choice of a single or a multi cuisine restaurant. One could also look at a restaurant that only offers home delivery or only serves on premise or does a mix of both. One could strongly look at a South Indian restaurant which serves the South Indian delicacies and in this sector the Kamats and the Udipi type restaurants have done extremely well because of excellent food, reasonable rates and pleasant service. The Radhakrishna chain is good example of the success.

The fast food restaurant are another category which appeal to the Indian youngsters whether it be McDonald's, Pizza Hut, Domino’s, Smokin Joes and others. This category advertises lot on T.V and press. Another type of restaurants which do well are specific restaurant in 5 star hotels whether it be Dum Pukht or Dakshin of the ITC Group or Sea Lounge of the Taj Group or the varied restaurants offered by Oberoi’s, Marriott, Hyatt and the Leela’s. Many of these restaurants have become brands in themselves due to good ambience, food, service and promotion.

Restaurant business is full of life and consumers in India want to improve not only the standard of living but also the quality of life. If the brand marketing strategy is correct this restaurant business will see more of the “Meeting Out and Eating Out” phenomenon.

There are certain elements in a restaurant business which must be leveraged for brand marketing purposes. Unlike in other industries where customers do not come to the marketer, in the restaurant business the consumer actually comes to the marketer. This gives the brand-marketing people a chance to positively interact and understand the needs of the consumers, serve them well and also take their feedback while collecting database for relationship marketing. As has been the Indian tradition a guest is given importance next to GOD. In fact the entire brand experience of the consumer at a restaurant leads to good or bad word of mouth that makes a lot of difference to the fortunes of the restaurant brand. The Restaurant business has to become more specific in understanding the needs of the consumers and also setting service standards which would help satisfy consumers better.

 The brand marketing plans of a restaurant business have to be prepared in a systematic manner so that they can be executed well with proper monitoring and leanings incorporated for future plans.

Healthy Branding!