Food And Beverage Companies To Create A Strong Brand Study

Catering industry is one of the most important industries of the tertiary industry, which is closely related with the quality of people's life. Since reform and opening up, china's Catering industry has sustained a rapid development. The total retail sales of Catering industry keep growing every year by 17% percent. In recent years, many excellent local Catering enterprises appear in the market. compared to some international famous catering enterprises, the local Catering enterprises have not gain that kind of worldwide awareness and have not build so-called strong brand. When the level of competitive keep going upward, it is much more difficult for many companies to survive, not mention to develop and expand to aboard. Therefore, more and more practitioners are now concerning about how to solve this problem by building the strong brand.In order to find the effective ways of building the strong brand for China's Catering Industry, I read a number of well-know brand theories including David A. Aaker's brand recognition and brand equity theory, DeChenatony's brand theory and some other related theories. Based on the practice of many successful catering companies and the characteristics of Chinese catering market, I summarize and come up with some ideas and suggestions on this problem by analyzing the practice of excellent company under the brand theories.Firstly, it is the lack of brand building awareness of local restaurant practitioners that lead to the falling behind. Many restaurant operators have a very superficial understanding of brand building, and they are in the urgent needs for the correct brand building logical.Secondly, building the strong brand must be the direction of every catering enterprise, restaurant runners should use the strategic brand analysis to determine the direction and then build their brands through giving the unique products to meet the requirements of target market and develop the differentiated competitive advantage.Thirdly, Brand identity planning is the core part of brand management, which is the indicator of all the brand building activities. The first step of building a brand is to make sure the brand identity under the guide of strategic brand analysis. Every industry has its own common-used brand identity elements, which is true for catering industry. This article summarizes and gives some examples of these elements.Fourth, the perceived quality is one of the constituent elements. It is crucial to improve the perceived quality. Every industry has different determining factors for the perceived quality. This article tries to propose the Terminal perceived quality model of catering industry.Fifth, marketing strategies and tactics are needed to promote the brand, which are all based on the brand identity planning. In addition to brand terminal building strategy, there're some other usually-used ways including experience marketing strategy and brands-united marketing strategy.Sixth, brand building is a complicated and systematic project. Its effects is hard to considered and evaluated within a relatively short period. Recently, many excellent catering practitioners are aware of the importance of brand management and make some applications of brand theories. This article studies the brand practice of one of the top 100 catering enterprises.