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Establishing a Fast Food Retail Outlet in the UK - Research Proposal Example

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The aim of the current study “Establishing a Fast Food Retail Outlet in the UK” is to investigate the branding and customer satisfaction trends among the best fastfood retailers in the UK and to put forth recommendations on setting up one’s own fast food retail outlet…
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Establishing a Fast Food Retail Outlet in the UK
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Download file to see previous pages Within marketing, branding has a more definite significance and is normally described as "a name, term, sign, symbol, or design or a mixture of these intended to recognize the goods or services of one seller or a group of sellers and to distinguish them from those of competitors" (Kotler et al, 1999). Biel (1997) proposes that brands can be seen to be composed of three elements viz. brand per­sonality, brand skills, and brand relationships. A brand skill refers to the functional qualities a brand alleges to present customers. The aspect of brand personality refers to value and lifestyle relations whereas the third element is involved with the maintenance, building, and improvement of relationships be­tween brands and customers. Branding is seen to recommend significant benefits both to the company and to its customers. These comprise of providing informa­tion on quality; offering recognition, reassurance, security, and exclusivity; contributing to brand image and identity; market segmentation the mutual development and strengthening of trading relationships; and legal protec­tion. While brands and branding have long been close to the heart of marketing, the major center has usually been on the product rather than services brands (Krishnan & Hartline, 2001). McDonald et al, (2001) have disputed that while much that has been written about marketing is just as suitable to products and services and that the idea of a brand is identical, for both there is a disparity between the execution of product and service brands. Partially, at any rate, this difference is seen to center around the principle that services are theoretically dissimilar from products in that services are seen to have a number of distinctive characteristics including inseparability of production and consumption, intangibility, heterogeneity of quality and perishability, (de Chernatoy & Segal-Horn 2001). Therefore Simoes and Dibb (2001), for instance, dispute that branding plays a particular role in service companies since strong brands raise customers' trust of the unseen, allow them to the bet­ter picture and realize the vague and lessen customers' perceived financial, social or safety risk. Because it is the company which is the primary brand, they go on to emphasize that branding for services is dissimilar to than branding for products.  ...Download file to see next pagesRead More
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