Branding Review: Quiznos Restaraunt - Coursework Example

Branding Review Contents The approach and frameworks 3 Suitable frameworks support of the idea 3 Inclusion of suitable visual material within the analysis 5 Shortlist of consultancies and final choices 6 The processes and planning involved in the proposed brand change 8 Plan 10 The branding brief 10 Timeline, Design phases and brand rollout with chosen agency 11 Schedule of Time Line & design phase 12 Approach to budget, scope, management and measurement of proposed brand reinvention 12 Conclusion 13 References 13 The approach and frameworks Suitable frameworks support of the idea Brand reinvention can be well supported by wide range of theoretical frameworks but the most suitable approach is Keller’s approach of brand equity. Keller’s model of brand equity is also known as customer based brand equity model as illustrated in figure1. Figure 1: Kellers Brand Equity Model (Source: Keller, 2008) There are certain fundamental questions associated with this model such as brand equity, brand meaning, brand responses and brand relationships. The six brand building blocks of this equity model comprise of salience, imagery, performance, feelings, resonance and judgment. Brand identity as per this model possesses certain characteristics. The right brand identity can only be achieved through developing brand salience with respective customers. Criteria’s of brand identity encompasses two major dimensions which help to distinguish brand awareness such as breadth and depth. Brand awareness depth relates to how conveniently a customer can recognize or recall a specific brand (Ambler, 2005). Breadth is the range of consumption and purchase situations when a particular brand name comes in mind. The brand name shall not only be at the top of mind but even must appear at the right time and right place. In a broader context, often companies are witnessed to spend lump sum amount in branding activities. This is done so as to create a positive brand image in consumer mind which in turn can prove to be a competitive advantage. Brand meaning is another factor in Keller’s model and it indicates developing a brand image and establishes characteristics of the brand or ultimate message to be conveyed to end users (Franzen and Moriarty, 2008). This concept can be linked with a functional approach and more performance related considerations. Brand meaning as per this model cannot be well stated unless service being delivered to end customers is effective. Service interactions that a customer has with a specific brand denote the level of efficient brand performance. There are some specific criteria’s for brand meaning like strength or how strongly brand is being identified, favourability or brand association value to customers, and uniqueness. Brand responses can be associated with brand feelings and brand judgments (Cheverton, 2005). Brand judgments are linked with customer’s personal opinions. Customers make different type of judgments related to brand responses but on the basis of certain factors such as quality, credibility, consideration, and superiority. On the other hand, feelings are judged by warmth, excitement, fun, security, self-respect and social approval of a brand. Brand relationships are the final step of the equity model and it relates to the personal identification level a customer has with a brand (Batey, 2012). Brand resonance states the customer relationship with a brand and whether they are in sync with the brand name. There are four categories into which brand resonance can be effectively broken such as behavioural loyalty, attitudinal attachment, sense of community and activity engagement. There are two criteria’s involved in brand relationships such as intensity and activity. Intensity represents the strength in sense of community and attitudinal attachment. Whereas activity is basically how often a product is purchased by a customer. This model basically helps a company to achieve brand resonance in its business operations. Inclusion of suitable visual material within the analysis In this part of the paper, the visual analysis of the aforesaid brand will be discussed. The analysis will be conducted using the Keller’s brand equity model which was discussed above. The first step will comprise of the identification of the brand. The logo of Quiznos is as follows: Since the company is at a bankrupt stage the company can reposition itself as a nutrition conscious brand. It can lend sufficient focus upon adding nutritional values to the products it offers. The health conscious consumers may get attracted to opt for the new products with added nutritional values. This will provide some sort of competitive advantages in brand rejuvenation process (Onkvisit and Shaw, 2009). The company can spread a message of awareness which can be related to the society. It may conduct various programs which will act as the catalyst in changing the perception of the brand. They can get in touch with various health campaigns which will allow the consumers to recognize the brand and change the previous perception of the brand which the consumers had on their minds. Advertising and promotional strategies can be dent with this kind of initiatives. It can now comply with various themes which should be focussed towards this initiative. It will present the picture that starting from the stage of procurement the company keeps in mind the healthy eating habits of the consumers and complies with the various nutritional standards in the countries. Hygiene can be put forward as another step towards the process. It can be said that Quiznos may fall under the legal vicinity of government proceedings. Therefore time calls for brand rejuvenation in such a way that it attracts the eyes of the consumers. It can design the brand in such a way that it will feature the advantages and the nutritional contents of the brand. It can also impose a tag line to present the intrinsic idea behind brand rejuvenation. It will feature the new products on offer and accordingly propose the advertising campaigns. It can also portray the fact that the production process followed by the company is hygienic and are obtained from healthy sources. The logo can be re-designed so as to portray the needs of the target customers. It can launch a digital platform which allows the customers to send their feedbacks. The company can analyse the feedbacks obtained and make necessary modifications in their operation process. Such an action will improve the connectivity between the brand and the customers (Doole and Lowe, 2008). Therefore it can be said that the above actions will be fruitful to redesign the new brand according to the demands and needs of the customers and the company will be able to avoid the current situation in future course of actions. Shortlist of consultancies and final choices Quiznos restaurant is based in Denver. It has its presence in many countries of the world. Recently for bad financial condition the company is in the verge of shattering down. Therefore it’s very important for Quiznos to rebuild its customer base for generating revenue. This can be done by advertizing its product, creating brand awareness and reaching its targeted customers. The company has to select an advertising consultancy for this matter. The advertising company should be based in Denver which will help in creating direct impact firstly on the local people and then on the international market. Some of the famous advertising consultancy of Denver are 104 West, ad Vision, Agency 33, 5280 creative, 90Octane etc. Among all this advertising agencies 5280 creative it’s the most appropriate one. It had its local and international presences which will help the brand in create its identity all over the world. This company is one of the largest advertising companies. It provides various ways to a brand to advertise its product. 5280 creative has a strong presence in every sectors of advertising market. Its marketing efforts are supported with data which are well analyzed. This company deliver creative and targeted message in a right channel in such a way that customers get influenced to purchase the company product and services which they advertise. 5280 creative customized mix of all the Medias which evaluate social, mobile, traditional media which will be important for Quiznos future success and Return on Investment. The elite Staff of this advertising company will ensure the possibility of sales of Quiznos product. It will do direct marketing and branding of Quiznos in their definite marketplace by best suitable advertising technique. All the service of 5280 Creative will help Quiznos in overarching purpose. By the goodwill of this advertising company it is expected that it will multiply every dollar that Quiznos wants in marketing its business for improving its market share. 5280 Creative will advertise the brand within the fixed budget of the company. This advertising company is very well aware of the market condition and competition. Therefore it can place Quiznos brand in the most desired position in its particular business market. Another advertising agency Quiznos can choose is AdVision. This company will provide inbound service to Quiznos. For last 15years this advertising company is providing effective techniques of marketing which can help Quiznos to redevelop its brand again. Its inbound marketing is described as the most effective way distribute information and create interest in the people about the product they are advertising (Richter, 2012). This will lead to an increase of customer base of Quiznos. The inbound marketing of AdVision is effective & affordable than the traditional marketing method of other advertising company. In this marketing process the company will use the photos of Quiznos in blogs, news release, ebooks etc. The website of Quiznos will be highlighted by this strategy. AdVision will promote the brand of Quiznos in different social networking sites by sharing useful in formations. Therefore these advertising consultancies can help Quiznos in many ways to rebuild its customer’s base. The processes and planning involved in the proposed brand change Quiznos should plan to develop its brand for regaining its customer base and financial position. It should take help from reputed advertising agencies for reaching its targeted customer and giving popularity to its brand. The company has to do something innovative and attracting so that customers can regain their trust. With the support of the ad agency Quiznos can do many activities for reaching to its customer. Initially Quiznos can do leaflets distribution from the starting of a year like January to April. In this four month the numbers of leaflet distributed will vary. In the initial month it would be more for creating awareness about the brand and its products among the people. Then slowly the number of leaflet distribution will decrease in the following month (Assael, 2005). Secondly Quiznos has to do advertising on digital platforms like radio, TV, internet, social media etc. These sites are very popular now days and people do follow these sites. So by advertising on these sites people will get to know more this about Quiznos and its product details. Quiznos can give different offers on these sites about it products which will attract more customers. The company with the service of the advertising agency should develop innovative TV ads; Radio ads which will influence the customer to change their mind set and experience the product and service of Quiznos. The advertisement should deliver a valuable message to the people and create a unique image of the brand in people’s mind. In the starting phase the number of advertises in digital media should be high for making the customer conscious about Quiznos, product and services. It will attract customer in the restaurant. Then gradually after creating the customer base advertisement number will decrease on those sites as those advertisements are very expensive. Sales promotion strategies are very important tool for popularizing the brand. Many promotional activities should be done by Quiznos and its advertising partners for attracting customers through sales promotional tools like offers, free gifts, discounts, special price etc. This will create an excitement among its customers for purchasing Quiznos product (Belohlavek, 2008). The personal selling tools will help Quiznos for rolling out the brand in the market. The company can publish articles on their product and service on newspaper, blogs written by some well known people of the society which will influence other person of the society to experience Quiznos service. Recently this company is also involved in popularizing its brand in different offices by organizing some sort of games and activities. The winner of those games gets free lunch from Quiznos. In this way the company provides the taste & experience of their food to the people and influences them to taste it again (Codita, 2011). All these process and planning which are involved in the brand change of Quiznos with the help of the advertising agencies will give a successful result to the company. These effective and efficient measures implemented by the advertising company and Quiznos will help the brand to overcome its financial losses and give a growth to the business in the long run. Plan The branding brief The first food restaurant Quizons brand is based in Denver of Colorado. From the time of its foundation in 1981 this brand followed the franchisee model for its first food restaurant chain. The brand became second largest shop of submarine sandwich in North America. But presently Quiznos branding is experiencing a very bad stage. In its franchisor based model the franchisor does not own any restaurants. So for developing its brand the management of Ouiznos has come up with some interesting branding ideas. In a recent campaign of Ouiznos an example is given that how mobile games can be coupled with rewards. This provides an engagement of customers with the brand. Near about 9000 coupons were downloaded by the customers (Franzen and Moriarty, 2008). They searched for Ouiznos stores online and sign up there. The company also promoted the brand by engaging itself with office workers. It organized a game where the winner got lunch from Ouiznos. The Feed Us campaign of Quiznos motivated the workers to participate in the mobile trivia quiz and refreshing their office fare. By the process of organizing and performing games the company is creating an enjoyable and funny way of creating and implementing is branding policies. Ouiznos presented rewards to the participants of the game by offering full course meal to them. This leads to increase and regain their brand popularity. These branding campaigns of Ouiznos resulted in 11,042 video news, 14,651 searches to locate its stores, 8,599 Ouiznos coupons got downloaded. The company understood that new interactive, meaningful approaches should be taken for connecting its targeted audience. The branding campaign resulted in showing a clear path of purchase which effectively allowing the consumer to interact with the brand. The feeling of excitement and competitive element of marketing influence the participants and all the brand fans. It eliciting the emotion of the people and forms a connection with the audience which can result in a long relationship with the brand of Quiznos. Through all these branding ideas, Quiznos is redeveloping its brand for strengthening its business (Hastings, 2013). Timeline, Design phases and brand rollout with chosen agency Quiznos can select top ad agency of Denver to develop its branding plans and implementing it. It will popularize the brand among the people and its targeted customers. One of the popular ad agencies of Denver is 5280 creative. It builds and develops the brand identify in a highly researched way. It strategically targets the customer and delivers the brands message within the budget of the company. 5280 creative have elite staff that ensures the process of achieving highest sales and ROI (Aswathappa, 2008). It will be beneficial for Ouiznos to advertise its product and services with such a big as agency. With the help of 5280 creative, Quiznos need to determine the relevance and difference of the services offered by the brand in its targeted market place. Positioning of the brand in the market is required for creating or regaining its customers. The advertising company has to analyze the competitive landscape of Quiznos with all essential data. 5280 creative will advertise Quiznos in multimedia, social & print media platforms for creating its brand identity. Quiznos have franchisee throughout the world. So its advertising partner has to develop Quiznos international presence by executing broad advertising method. The restaurant has to develop a time line and design a phase with 5280 creative for advertising about it (Cullen and Parboteeah, 2009). Quiznos can achieve its desired goal with the help of a strong advertising agency which will promote their brand nationally and internationally. Schedule of Time Line & design phase PARTICULARS Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Leaflet Distribution 30 20 30 20                 Advertising on  200 100 70 50       40 20 10 20 25 (Radio, Social Media and Internet) Sales Promotion 20 10 20       10 10 10 10 10   Event Sponsorship     20 50 20   50 30 10 20 50 50 Personal Selling 30 30   40 10 20     5 5     Approach to budget, scope, management and measurement of proposed brand reinvention Budgeting is significantly important for Quiznos brand reinvention. Proper budgeting can be the decisive factor for the company to revamp or reinvent its brand image in the fast food industry. Without proper budgeting it is impossible for the organization to reinvent their brand. The company can go for various sources of financing from where they can arrange the money. Those financing sources are may be angel investors and bank loans. The organization can get the required finance from the venture capitalists also. It is important for the organization to select right sources for financing. All these financial sources will allow the company to spend the required money for the purpose of various ad agencies. Proposed brand reinvention should be managed and their performances should be measured consistently. The management of the organization has to manage all the organizational revamping strategies with great control and high degree of precision. It will allow the company to utilize their critical resources effectively. The approach of regular strategic monitoring will allow the company to increase its profitability and productivity. The company can measure the performance of their brand reinvention with the help of comparative analysis. Here in this case, the company will fix an expected performance of all the brand reinvention strategy. Then after regular period of time actual performances of all the strategies will be measured in compare to the expected performance. It will support the management of the organization to identify performing and nonperforming strategies. In this way the company can give extra focus towards the nonperforming strategies and performing strategies can be continued. Conclusion The fast food restaurant Quiznos is present in many countries of the world. Once the company was very popular for its food products but presently it is facing a lot of financial problems for which the company is in the verge of shattering down its business. This once famous fast food company is based in Devner. For developing its business again Quiznos needs to rebuild its customer base, improve its marketing strategies and earn more revenue. Advertising its product will create direct impact on the customer. Therefore it is beneficial for the company to tie up with famous advertising company for branding its product so that it can reach maximum customer. It is also suggested that the company should follow Keller’s Brand Equity Model for rebuilding its brand image and customer base. It will help the company to achieve its business operations successfully. The bankrupt stage of Quiznos can be dealt by repositioning the company as a nutrition conscious brand. References Ambler, T., 2005. Building brand relationships. Financial Times Mastering Management Series, 13(4), pp. 13-56. Assael, H. 2005. Consumer behavior. New Delhi: Dreamtech Press. Aswathappa, K. 2008. International business. Noida: Tata McGraw-Hill Education. 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Onkvisit, S., and Shaw, J., 2009. International marketing: strategy and theory. New York: Routledge. Richter, T. 2012. International marketing mix management.  Berlin: Logos Verlag Berlin GmbH. Read More