The Ask Italian Retail Brand Management - Book Report/Review Example

The Ask Italian Retail Brand Management Table of Contents Aim 2 Objectives 2 Rationale 2 Background to the Topic 3 Literature Review 3 Branding and Brand Management 3 Tangible Components of Brand 6 Contribution of Tangible Components on Overall Brand Identity and Brand Image 8 Visual Merchandising 9 Summary 11 Methodology 11 Research Approach 12 Data Collection 12 Research Findings 13 Discussion and Analysis 17 Summary and Conclusion 18 Recommendations 19 Reflection 20 References 21 Introduction Retail brand management is fundamentally regarded as the positioning of a particular brand, which is determined based on factors like price and product usage (Scribd Inc., 2014). In this similar context, branding is recognised as a potential marketing strategy for the firms, which helps them to attain higher profit margins and accomplish superior competitive positioning in comparison with others (Harun & et. al., n.d.). Ask Italian, has been considered as the sample organisation in this study, which is a British based restaurant chain, founded in the year 1993, serving broad arrays of Italian cuisines to the customers (ASK Restaurants Ltd, 2014). In the background of the aforesaid subject matter, this research study intends to examine all the aspects of the Ask Italian brand and identify brand management strategies adopted by the company’s management to suffice customer expectations and corporate objectives. Aim The aim of this particular research study is to determine the tangible elements of brand that influences the overall brand identity and image of the Ask Italian restaurant brand Objectives The objectives of this research study have been listed in the following. To evaluate the Ask Italian restaurant brand in terms of its intangible offerings such as its organisational culture and values To analyse the competitive marketplace for Ask Italian, both in the UK and Headingley, in terms of effective retail brand management Rationale The rationale for this research study emphasises the fact that the notion of retail brand management is gaining its significance due to changing business environment and the preferences of the customers. Thus, evaluating the Ask Italian restaurant brand would certainly aid in determining the likings of the customers, which would enable the restaurant to accomplish its predetermined business targets. Background to the Topic In this present day context, it has become quite challenging for organisations to satisfy the customers and attract them towards making large product choices. In this similar concern, effective and proper retail brand management would certainly help in attracting the customers at large. In case of the Ask Italian restaurant brand, the restaurant can satisfy and attract the customers in the form of effectively managing its brand through offering quality services with cheaper price to them. Literature Review Branding and Brand Management In accordance with the explanation of brand given by American Marketing Association, a ‘brand’ can be regarded as a name, term, mark, logo, sign, or design or amalgamation of them, which aim at recognising the products and/or services of an organisation and to differentiate from other competitors (Kotler & Armstrong, 2007). As stated by Chernatony & McDonald (2003), a successful brand is recognised as an identifiable product, service, individual or place augmented, which a customer or user perceive significant and exclusive. It is noteworthy in this context that the success of a brand depends largely on its ability of supporting these values in front of the competitors. Although the idea of branding has been used widely in the context of marketing, its primary roots has evolved and developed as a significant measure of difference, with the capability of imposing premium price. According to Kotler & Armstrong (2007), branding and brand management are vital skills in marketing any product or service, organisation, individual or location among others. A brand is not a mere name put on an offering; rather, it can be determined as the driving force that determines the marketing mix elements and provides a platform for development of organisational strategies and policies. In the area of retail management, branding has already gained significant attention. According to Burt &Davies (2010), retail branding is an approach based on brand idea, which transfers it to a retail organisation. A retail product or service can be marketed in similar fashion to a branded product or service. A retail brand is a group of retailers’ outlets, which carry a unique name, figure, logo or amalgamation thereof. While very retailer organises brand to a certain level, some retail brands are quite stronger than others are. Retail branding can therefore, be understood as an inclusive and incorporated marketing management thought, concentrating on establishment of long-run customer loyalty and preference (Burt &Davies, 2010). As per Lombard (2007), branding is important for organisations at two diverse levels. First, branding serves as a focus for customer loyalties and hence, develops as intangible assets, which guarantee future demand of products or services and future cash flow. Brand management helps to ensure stability in businesses and supports in guarding against competitive force. It serves to capture the promotional investments. Correspondingly, the second level of branding is its strategic significance. According to Lombard (2007), branding allows the owner with the prospect to measure balance in the affiliation with the retailers. Brand permits the owners to prevent the products and/or services to become a general commodity. Additionally, brand acts as a promise between organisation and the customer. Therefore, brand permits customers to purchase confidently in today’s increasingly complex and competing world. It provides a guarantee of quality, value and satisfaction too, building on customer relationship accordingly (Lombard, 2007). In accordance with the study of Tanase (2011), establishing strong brands can become an essential component to long-run performance, by delivering retailers with considerable advantages. For example, branding can strengthen customer awareness and differentiate a product or service from that of the competitors. From the viewpoint of customers, strong brand simplify purchasing procedure as they already possess certain knowledge regarding the organisation and therefore, do not necessitate searching for additional information regarding the quality, features and prices among others. Strong brand also minimises the perceived purchasing risk to a considerable extent for the contemporary organisations. Tanase (2011) also suggested that strong brand exert halo effects. A positive general attitude towards brand influences the customers’ awareness regarding every specific brand at tributes. Considering the influence of these assessments on general attitude of customers regarding brands, a virtuous cycle can be developed. Strong brand not only characterises functional advantages, but also serves as representational devices. Contextually, as branding represent different values, traits and characteristics, owing to strong brand image, purchasing from a certain organisation might therefore permit customers to project a degree of enhanced self-reputation (Tanase, 2011). Tangible Components of Brand Duncan (2005) defines that brand is a combination of tangible and intangible characteristics, which is signified in a trademark and which, if appropriately managed, can create significant effect on customers’ preferences and therefore, generate value to the company. Copley (2004) accordingly states that brands are basic products or services having tangible and intangible features. Enslin (2003) herein explains that a brand goes beyond tangible components of a product or service in order to contain superior bond established in the minds of the customers. According to the study of Keller & Lehmann (2005), brand is more than just a name or mark, as it comprises several components such as logos, symbols and slogans. Brand components certainly differ in their tangible and intangible components along with product or service specificity. The tangible elements tend to be the most obvious aspects such as logo, name, slogan, graphic symbol and colour among others. On the other hand, intangible components comprise identity, incorporated communication and customer relationship among others (Keller & Lehmann, 2005). According to Liu (1995), tangible components of a brand are referred to the visual attributes of brand. It comprises the products and/or services sold to the customers, the environment of outlets where products or services are sold, advertisement, promotions and other type of communications, organisational name and logo, packages and the staffs among others. These aspects can shape the brand identity and help in developing an image about the brand in the mind of customers. The tangible components serve three basic purposes, such as attract attention of the customers, provide good visibility and convey desirable advantages or qualities about products or services. It is worth mentioning that tangible components not only help to evoke desirable emotions by appealing designs, but can also create a theme for promotion. Thus, the tangible aspects act as unique identification of an organisation (Liu, 1995). Several experts and researchers have devised models in order to define the components, which constitute a brand. For instance, according to the model developed by Bailey & Schechter (1994) concentrated more on the tangible and visual components of brand, which comprise name, logo, slogan and trademark among others; while the intangible components of brand include communication and brand positioning. On the other hand, Kapferer (1992) predominantly concentrated on emotional and representational components of brand. It states that the tangible element of a brand comprise its physique and on the other hand, intangible element of a brand comprise brand personality, organisational culture, reflection and self-perception. The intangible elements in this model denote beliefs and meanings created in the minds of the customers by marketers through the effective utilisation of various media components. In Kapferer’s categorisation, the various components of brand interconnect with each other in order to form anorganised and integrated value for customers. Chernatony & Riley (1997) has also developed ‘atomic model’ for a brand by incorporating both tangible and intangible components, which comprise functional ability, symbolic aspects, services, individual name, ownership, shorthand symbolisation, legal safety, risk reducer and strategic way. Contribution of Tangible Components on Overall Brand Identity and Brand Image Brand identity and brand image are critical parts for a successful management of a brand. According to Keller (2008), brand identity replicates the contribution of brand components in order to create awareness and a positive image in the mind of the customers. It delivers direction, purpose and significance for the brand being a central aspect for the brand’s strategic image. On the other hand, brand image can be described as customer insight regarding a brand as reproduced by brand relationship held in the mind of customers. Hence, it can be argued that brand image plays a vital role in establishing brand identity (Qu & et. al., 2011). Brand identity comprises every tangible component through which the brand communicates with the people. These tangible components carry brand equity at common instances. According to Farhana (2012), brand equity is regarded as the advantages awarded by a brand to the product or services. These advantages can be observed and analysed from the viewpoint of other customers or organisations, as it is rooted in the cognitive psychology of people. The value of brand and equity is ultimately derived from the words and activities of customers. There are various internal components of an organisation, such as organisational activities and organisational appearances, which causes significant influences on the perception of individuals along with the corporate brand image and identity. Kollmann & Suckow (2007) herein argued that internal components have vital significance in branding, as it delivers reliable information to the extensive audiences. Saraniemi & et. al. (2010) stated that the personnel, when concerning staff appearances, also play a central role in brand image development and brand identity building, as they are the one who communicate about the brand to the audiences. They also endorse core values about the brand to the key stakeholders and therefore, possess significant influence on their awareness. In accord, Rode & Vallaster (2005) defines that internal components can generate positive organisational culture and therefore, support the significance of brand to a certain extent. Furthermore, the name, logo and slogan among other tangible aspects also play a key vital role altogether, in determining brand image and brand identity of a given product or service. According to Keller & et. al., (2008), brand components are visual information that serves to recognise and differentiate a product or service. They enhance brand awareness and facilitate the creation of strong, encouraging and unique brand image or identity. Visual Merchandising Establishment of long run brand image is also subject to the visual identity of an organisation. In other words, the way organisation demonstrates itself also act as a versatile brand management technique and imposing considerable influence on customers’ purchasing behaviour. Such technique is also termed as visual merchandising, which is gaining much popularity in recent days in order to enhance the customers’ experiences. In order to enhance the brand identity there has been increased focus on store layout, building, fixtures, colour displays and décor among others. Pillai & et. al., (2011) thus pointed out that these features can create customer appeal and eventually turn browsers into purchasers. Visual merchandising is about making the customer feel what marketer desire them to feel. It can hence convey the organisational message clearly to the customers. According to Seock & Lee (2013), visual merchandising is the representation of an organisation to the customers by advertisement, exhibition and special events in order to sell the products or services. It is concerned with how a brand is visually communicated to the customers and whether the organisational message is interpreted properly in the framework of positive psychological and behavioural consequences, which ultimately lead to purchase. Effective visual merchandising methods help to establish and maintain the organisational image in the mind of customers and provide support for the selling effort. In accordance with the study of Wright & et. al., (2006), visual merchandising provides certain atmospheric stimuli, which please the actual as well as emotional requirements of customers and enhance the level of customer involvement in betterment of the overall marketing efficiency of the organisation. It encompasses internal and external tangibles, which are involved in making a favourable atmosphere and enhancing the customers’ perceived image about the brand. Levy & Weitz (2004) correspondingly stated that visual communication in an organisation provide requisite information about the products or services and propose customers for distinctive purchases, thereby increasing the sales. Kim (2013) stated that visual merchandising aim to heighten the brand image and enhance the sales effectiveness. It adds value to retail outlet, deliver certain message and establish brand image delivery strategy. Thus, several researchers suggested that visual merchandising act as a tool for marketers to differentiate the products and services. Illustratively, Taskıran (2012) stated about several components of visual merchandising such as music, lighting, layout and employees among others, which can influence the behaviour of customers by impacting on their feeling, thought and psychological condition. Summary Branding and brand management has been regarded as a top priority for organisations in order to enhance the sales. Creating a strong brand can have multiple advantages for an organisation such as it act as intangible assets, it help to differentiate a product or service and it can also lead to brand loyalty. In the contemporary era, branding principles are utilised by every organisation by utilising the key components. These branding components have potential impacts on the choice of customers while selecting a product or service. For retail organisation, branding strategy help to generate perception among the customers regarding the values, beliefs, requirements and experience, further stimulating the purchasing behaviour. Methodology The research is based on understanding the brand management concept in order to enhance brand image and develop brand identity in context of a UK based restaurant, Ask Italian. Strong brand image and brand identity helps to generate positive perception regarding the products or services of an organisation in the mind of the customers. It provides assurance about purchasing decisions of familiar products. It also provides emotional reinforcement and social acceptance of purchases made by customers. With due consideration to this aspect, the research undertakes an analysis of brand management in Ask Italian. Research Approach There are three common approaches of undertaking a research namely qualitative, quantitative and mixed. In this research, qualitative approach has been followed. The reason for using qualitative approach is that the research is based on understanding the feelings, tenets and opinions that inspire and influence the behaviour of customers. Furthermore, qualitative approach is suitable for studying human behaviour and behavioural changes. Data Collection In order to analyse the research subject, both primary as well as secondary data have been used. There are various methods for collecting primary data such as observation, interview, focus group and questionnaire. In this research, focus group method has been used. The reason for using focus group method is that it is useful for discovering different views and feelings. Furthermore, focus group is quite useful in exploring brand insights of people. About six respondents from the UK have been selected for focus group. On the other hand, secondary information has been gathered from various journals, articles and books. Both primary and secondary information have provided vital insights regarding the research subject. Correspondingly, the entire research plan involves seven phases, which are demonstrated in the following figure. Research Findings In this particular qualitative research study, primary data has been gathered through conducting structured interview process. Thus, in response to question number 1, the respondents revealed their respective favourite restaurants and the reasons for considering their preferred restaurants as favourite, which were mostly owing to the fact that the restaurants specialised in cuisines of their home country. It was apparently observed that the restaurants, which included the “Greek Restaurant”, “Wasabi”, “Rasheed’s”, “Subway” and “Saffron Restaurant” were favourite to the respondents. The respondents claimed that the availability of cheap as well as the tastier foods and accessibility of traditional foods such as Persian cuisine ultimately makes the above presented restaurants their favourite. Apart from these factors, location was also one of the aspects, which created a positive influence on the respondents and motivated their loyalty towards those restaurants. According to question number 2, which is mainly concerned about the characteristics that must be possessed by a particular restaurant, in order to attract the targeted group of customers, the respondents replied that a restaurant must possess the capability to deliver quality services for attracting the customers. While, on the other hand, a few of the respondents deciphered their point of view that apart from possessing the capability to offer quality services to the customers, the restaurants must also look after the pricing as well as the quality of the foods offered, decoration along with design of the restaurants and food presentation. According to the respondents, these aspects will not only aid in attracting the customers but will also support them in gaining maximum profitability. With regards to question number 3, which was mainly concerned about how often the respondents prefer eating in the restaurants, it was apparently observed that a major portion of the respondents does the similar activity i.e. eating out in restaurants 2 times a week. On the other hand, there were small portion of respondents who preferred to eat at homes rather than eating out in the restaurants at frequent occasions. Based on the question asked in the interview about the awareness or the presence of Ask Italian to the respondents, it was found that every respondent shook their heads, which implied that the brand awareness of Ask Italian was quite low amid the respondents. In accordance with question number 5, after the video of About Ask Italian was shown to the respondents, their feeling regarding this restaurant i.e. Ask Italian had been re-observed. Correspondingly, the re-observation revealed that a few of the respondents had taken a positive approach towards this particular restaurant. This can be justified with reference to the responses made by the respondents that the design of the restaurant is quite good and beautiful, which stimulated their interest to experience the services of this restaurant. According to these respondents, the restaurant offers better services to the customers, having fresh foods that are delicious. On the other hand, there are certain respondents who had a negative perception towards Ask Italian considering that this restaurant is quite expensive as it offers quality services to the customers. These respondents acclaimed that the students will not prefer this restaurant for visit as the services are beyond their affordability limits. With regards to the question asked to the respondents regarding the identification of the main competitors of Ask Italian persisting within the UK, a greater portion responded that Ask Italian might face extreme business market competition due to the presence of certain chief competitors in the restaurant business of the UK. According to them, the major competitors of Ask Italian within the region of the UK included “Bella Italian, De’marios”, “Zizzi Restaurant” “Francos” and “Prezzo.” It was also apparently noted that certain portion of the respondents could not identify the chief business market competitors of Ask Italian, as they had been never visited to an Italian restaurant in the UK. In relation to question number 7, which is all about what the Gondola Group is, maximum number of the respondents affirmed that the Group is a chain restaurant, which is operating in the UK for several numbers of years. According to these respondents, Gondola Group can be determined as the other chief competitor of Ask Italian within the UK. While asking the question concerning the similarities as well as the dissimilarities persisting within Ask Italian and Gondola Group, the respondents further replied that the brands are the same, but they operate in a different manner. Moreover, their nature of services is also quite dissimilar. Specially mentioning, the respondents also answered that these two brands differ in terms of maintaining the quality of their respective food items. In accordance with question number 10, the thoughts of the respondents regarding the quality of Italian foods available in Ask Italian had been reflected upon. In this similar context, certain portion of the respondents affirmed that the quality of the Italian foods, accessible in this restaurant, is quite better as compared to others like Albourno and Elaih. Relating to question number 11, which was emphasised to determine the thoughts of the respondents, specifically on the product ranges and prices of food items available at Ask Italian, it was found that the restaurant possesses broad assortment of food items that are presented in a menu of about 10 pages with their respective photos. The visitors can visualise the products that are accessible in the restaurant and have orders as per their respective choices. As far as the price range is concerned, a few of the respondents claimed that the salad is little bit expensive as a main meal and the deserts as well. According to question number 12, which aimed at understanding the extent to which authentic Italian foods is available within the UK, a majority of the respondents proclaimed that the Italian foods are not authentic within the UK, which a considerable influence of British culinary culture can be observed in the food items. Finally, in response to question 13, which was mainly concerned about the visit to Ask Italian for eating, a huge proportion of the respondents replied that they would like to visit Ask Italian after acquiring a brief idea about the product ranges and prices, offered by this restaurant. Discussion and Analysis From a generalised point of view, it can be comprehended that the tangible elements of a brand eventually impose considerable impact on its overall brand identity and image. In this similar context, the tangible elements of a brand can be apparently observed as packaging and pricing among others. Similarly, these tangible elements are also observed to impose considerable impacts on the entire brand identity as well as image of a particular restaurant, such as Ask Italian. In relation to a restaurant like Ask Italian, the tangible elements can be determined as lighting, decoration, crockery along with cutlery, table settings and most vitally, product ranges as well as pricing. Apart from the above-identified tangible elements, it is also expected that the intangible elements affect the overall brand image and identity of the restaurants. In this similar context, the intangible elements can be identified as advertising, promotion and online websites among others. It would be vital to mention in this similar context that the aforesaid elements, specifically the tangible ones, affect the brand identity and image of a restaurant playing a key role when attracting the visitors and raising their frequent visits to the restaurants. These eventually assists the restaurants to reap several benefits that encompass increased level of profitability in terms of market share and attainment of superior competitive position as compared to others operating in the similar industry. Based on the research findings of this particular study, it can be affirmed that the brand identity as well as the image of Ask Italian gets affected by the tangible elements that comprise attractive decoration of the restaurant, offering quality services to the customers, making the availability of broad assortment of product offerings and pricing among others. It is strongly believed that customers belonging to this modern day context usually seek for cheap pricing of the food items, quality service and attractive decoration that attracts them to visit such restaurants on frequent instances. It is worth mentioning that apart from the above-discussed factors, the notion of visual merchandising plays a decisive role influencing the overall brand identity and image of the Ask Italian restaurant brand. In general, the idea of visual merchandising refers to the presentation of a specific store or location, which holds the capacity to attract customers by a significant degree. It can thus be stated in this similar context that attractive visual merchandising would eventually support the target customers of Ask Italian to visit the restaurant frequently in comparison with other restaurants present within the UK. This ultimately shall determine the competitive positioning of the restaurant, facilitating it to attain its predetermined business targets. Thus, in accordance with the research findings, it can be affirmed that effective brand management imposes extensive impact on the overall brand image and identity of Ask Italian restaurant brand. Summary and Conclusion The creation and maintenance of brand has become quite important for present day’s highly competitive business environment. Brands provide primary platform for differentiation from other competitors. Thus, it is vital for organisations to manage brands in a strategic manner. The research aims at determining the tangible components of brand, which influence brand identity and brand image. From the research, it can be observed that the central thought behind brand identity is to occupy a specific theme in the mind of the customers. These themes are determined by several components such as symbol, logo, appearance, promotion and staffs among others. These components create desired perception in the mind of the customers. As from the research findings, it can be observed that with respect to Ask Italian, several tangible components, such as quality services and attractive decorations, which determine its brand identity towards the customers. Furthermore, in the marketplace Ask Italian face competition from other valuable retail food chain brands such as Bella Italian, De’marios, Zizzi Restaurant, Francos and Prezzo. With the increased competition from these competitive brands, it is vital for Ask Italian to understand how the brand is perceived by most of its customers. In conclusion, it can be stated that no brand can exist independently from the customers. In order to succeed, a brand should develop a profitable position in the perception of individual customers. Such perception is subjective and directed by personal morals, principles, requirements, experience and the environment to which they belong. Recommendations Based on the above-mentioned key research findings, certain suggestions have been made for Ask Italian to increase market share and develop brand awareness. In this regard, it is suggestible that Ask Italian pays utmost attention on aspects that would attract the customers, resulting in increased level of market share and developed brand awareness. These include cheap pricing of the food items and maintaining the quality of the same among others. In order to increase market share and develop brand awareness, Ask Italian can advertise its product offerings by using print media and sponsoring any sort of publicly related event. Specially mentioning, Ask Italian might use one of the effective local brand management strategies, i.e. establishing trustworthiness amid the customers in the form of delivering quality foods and clean services to them. This particular strategy would certainly enable the restaurant to attract a new set of customers and increase their frequency of visits along with average spending in the same. Reflection Reflecting on my learning outcomes from the study, I would like to state that the study has helped me link the values of an effective and proper brand management in determining success drivers for the entire brand identity and image of a particular restaurant brand, i.e. Ask Italian. From the above analysis and discussion, I came to understand that delivering quality services to the customers with cheaper pricing and attractively decorating the space, eventually facilitates the restaurants to raise profitability by attracting maximum number of customers. 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