Exploration factors to create brand names in restaurant industry, Case study of House of Tides, UK

This research proposal explores the factors to create brand names in the restaurant industry, with a case study of House of Tides in the UK. It critically evaluates the importance of brand names, brand image, and brand identity in influencing consumer behavior. The study uses positivism research philosophy and descriptive research design to gather and evaluate data. The methodology includes research design, sampling technique, data collection, data analysis, ethical considerations, and time-frame.

Running head: RESEARCH PROPOSAL
Research Proposal
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1. Introduction:................................................................................................................................3
1.1 Research background:................................................................................................................4
1.2 Rationale of the research:..........................................................................................................4
1.3 Aims and objectives:..................................................................................................................5
1.4 Research questions:...................................................................................................................5
1.5 Hypothesis:................................................................................................................................5
1.6 Summary....................................................................................................................................6
2. Literature Review:.......................................................................................................................6
2.1 Critical evaluation about brand names brand image and brand identity:..................................6
2.2 Impact of brand names in influencing consumers purchasing behaviour..................................7
2.3. Necessary factors of creating effective brand names...............................................................7
2.4 Literature gap:............................................................................................................................8
2.5 Summary:...................................................................................................................................9
3. Methodology:...............................................................................................................................9
3.1 Research design:......................................................................................................................10
3.2 Sampling technique:................................................................................................................11
3.3 Data collection:........................................................................................................................11
3.4 Data analysis:...........................................................................................................................12
3.5 Ethical consideration:..............................................................................................................12
3.6 Time-frame:.............................................................................................................................13
3.7 Summary:.................................................................................................................................14
4. Expected Outcome:....................................................................................................................14

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Reference List:...............................................................................................................................15

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Research Topic: Exploration factors to create brand names in restaurant industry, Case study of
House of Tides, UK
1. Introduction:
Brand name plays one of the most significant roles in order to create an image and
identity in the current market. With the rapid flow of globalization, the marketing executives are
changing their strategies and policies in order to establish their new identity. The business
experts believe that maintaining superior quality of products and services cannot be the primary
mission and vision of a business organization. In order to sustain in the current market amidst
large number of competitors the business experts have to create their brand names and identity in
quest of grabbing the attention of people.
This very specific study has provided detailed overview about the necessary factors on
how to create brand names in a restaurant industry. House of Tides is one of the most
recognizable brands in the realm of restaurant industry due to their excellent services along with
effective promotional techniques. This restaurant is surrounded with light-filled dining rooms
with exposed beams (houseoftides.co.uk 2018). The service providers deliver excellent British
Cuisine menu with the help delicious dining environment. Customers automatically show their
interest in using the services from House of Tides. The entire study has provided detailed
overview about the most important factors of creating brand names in the UK market.
1.1 Research background:
While evaluating the data of last five years, the business scenario faced by House of Tides
was completely different. The organization had to face immense market threats from its

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competitors due to the lack of proper brand image. The business experts always maintained
superior quality of products and services. In this kind of situation, the organization deserved to
create a brand image and reputation in the current business market (Zhang 2015). However, after
highlighting these factors the business experts of House of Tides have decided to implement
several strategies and policies in quest of introducing their brand image and brand identity in the
current market. The organization has focused to increase their promotional strategies and policies
with the help of which people do not have to face challenges in getting in-depth overview about
the brand s, it products and its necessary services.
1.2 Rationale of the research:
After identifying the research issue numerous research scholars and practitioners have
pointed out the fact that House of Tides should take additional marketing initiatives for creating
their brand image. In comparison to other food centres, belonging to restaurant industry House of
Tides is not effective enough in gaining the brand image and reputation of the organization.
Therefore, this study describes on how several important factors can create brand names (He and
Lai 2014). The purpose of a business organization is to expand business in global market. Thus,
the business experts have to focus on increasing the promotional activities of brands and services
so that the company can grab the attention of global consumers.
1.3 Aims and objectives:
The primary aim of this very specific study is to exploration factors to create brand
names in restaurant industry. The objectives are as follows:
 To critically evaluate the factors of creating brand names in restaurant industry

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 To critically highlight the importance of brand name and brand image in influencing
consumers purchasing behaviour
 To provide some of the major recommendations on how to implement effective brand
awareness and brand image strategies in market of UK
1.4 Research questions:
 How to evaluate the factors of creating brand names in restaurant industry
 What is the importance of brand name and brand image in influencing consumers purchasing
behaviour
 What should be the major recommendations of implementing effective brand awareness and
brand image strategies in market of UK
1.5 Hypothesis:
H0: Brand names have major significance in influencing the consumers’ purchasing behaviour of
UK restaurant industry
H1: Brand names have no major significance in influencing the consumers’ purchasing
behaviour of UK restaurant industry
1.6 Summary
After evaluating the entire study, it can be this summarized that the business experts
believe that maintaining superior quality of products and services cannot be the primary mission
and vision of a business organization. The service providers deliver excellent British Cuisine
menu with the help delicious dining environment. Customers automatically show their interest in
using the services from House of Tides. The purpose of a business organization is to expand

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their entire business wings in the international market. In this kind of situation, the business
experts have to focus on increasing the promotional activities of brands and services so that the
company can grab the attention of global consumers.
2. Literature Review:
This very specific part has critically evaluated the importance of brand names in order to
achieve the expected target customers in the market of UK. By analyzing the opinion of
numerous research scholars, the study has focused to make critical overview on how the brand
creates its name and identify by follow significant strategies and policies. Several major impacts
of brand names in influencing consumers purchasing behaviour could have been discussed in an
argumentative way.
2.1 Critical evaluation about brand names brand image and brand identity:
Sasmita and Mohd Suki (2015) stated that the two overarching terms brand names and
brand identity are inseparably related to each other. Brand image is how the customers perceive
about the product. Customers perceive an image about the brand after purchasing, using and
experiencing the products. Kang, Tang and Fiore (2014) stated that if the customers are satisfied
in using the brand and products and give positive feedback to the organization the entire image
of brand creates a positive impact on the environment of market. On the other hand, if the
organization can make positive brand image in the market it can automatically increase brand
identity. As per the opinion of Dehghani and Tumer (2015), it has been however observed that
brand name is the amalgamation of those two overarching terms such as brand image and brand
identity. In order to gain reliability of brands and its products among the target customers the
organization would have to focus on creating effective brand awareness. Especially, in case of

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restaurant industry the business experts tend to make effective marketing and promotional
activities for drawing the attention of people from various geographical backgrounds as well as
attitudes. Social media as well as traditional media should be used to introduce their brands in
the doorstep of target customers.
2.2 Impact of brand names in influencing consumers purchasing behaviour
Godey et al. (2016) opined that brand plays a crucial role in order to boost up the
company of any country. Brand is one of the most significant tools of changing consumers’
purchasing behaviour. While starting a new product in the market business experts try to
introduce that brand in different geographical boundaries to grab customers’ attention. Wang and
Tsai (2014) opined that as a result, the business experts have to make attractive promotional
strategies and policies by using the popularity of media. Automatically, the customers get to
know the product components, their positive and negative aspects along with customers’ review.
2.3. Necessary factors of creating effective brand names
Torlak (2014) stated that the most effective factors that should be taken into
consideration in creating brand names include providing good quality of services, maintaining
delicious food products and promoting the products to reach customers’ doorstep. Hudson et al.
(2016) opined that in providing quality products and services, the business experts can easily
grab the attention customers. Automatically a brand image is created in word of mouth. In
addition, along with providing effective products as well as services the business experts have to
maintain an effective infrastructure of the organization in order to grab the attention of
customers. Lombart and Louis (2014) opined that infrastructure is one of the most significant
resources that every organization has to make for attractive the customers. Especially in the

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restaurant industry, people have to be very much cautious about the outlook of the restaurant in
order to make a brand identity. While creating brand image the business experts have to create
brand identity as well.
Moreover, effective promotional strategy and policy is highly significant in order to place
the brand beyond going regional market. Öberseder (2014) opined that in quest of
communicating with the customers, the business experts would have to choose both traditional
media as well as social media tools. As a result, the customers would be able to reach the target
customers of different age group, from young generation to middle ages. As a result, the
company can automatically gain brand identity and brand image.
2.4 Literature gap:
However, this specific study has focused to make detailed overview on how several
important factors can create brand names. Wallace, Buil and de Chernatony (2014) opined that
the purpose of a business organization is to expand their entire business wings in the
international market. While evaluating the factors of brand awareness and identity the study has
faced major limitations as well. The study by incorporating different opinions of eminent
scholars could have discussed the impact of brand awareness in consumers’ buying behaviour. In
addition, the study could have focused to discuss several consumers’ behaviour theory with the
help of which marketing executive can a notion on how to implement effective strategy of
creating brand awareness in the market.

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2.5 Summary:
After evaluating the entire literature review chapter it can be summarized that customers
perceive an image about the brand after purchasing, using and experiencing the products. If the
customers are satisfied in using the brand and products and give positive feedback to the
organization the entire image of brand creates a positive impact on the environment of market.
Brand plays a crucial role in order to boost up the company of any country. Brand is one of the
most significant tools of changing consumers’ purchasing behaviour (Plewa et al. 2014). In
providing quality products and services, the business experts can easily grab the attention
customers. Especially in the restaurant industry, people have to be very much cautious about the
outlook of the restaurant in order to make a brand identity.
3. Methodology:
Research methodology is one of the most significant chapters, which help in collecting
appropriate data and information from different valid and reliable resources. Exploration factors
to create brand names in restaurant industry are the primary concern of this very specific study.
With the help of using appropriate research methodologies, this specific chapter introduces
proper research designs, sampling techniques and data collection procedure. Different methods
of data analysis will also be specified in this very specific study. At the end, an estimated time-
frame will be provided by mentioning the entire plan of research.
3.1 Research design:
Research design is one of the most significant tools where the researcher selects
appropriate philosophy of research, approach and deigns in order to complete the entire study
successfully (Schivinski and Dabrowski 2015). Research philosophy is one of the most effective

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approaches with the help of the researcher has to evaluate the collected data and information
through different philosophical approaches. Research philosophy is of three major types, which
include positivism research philosophy, interpretivism research philosophy and realism research
philosophy. Positivism research philosophy enables the researcher to have in-depth and keen
observation about identified research issue.
As per the point of views of numerous positivists, an individual can repeat the process of
observation to get detailed analysis about the research issue. Interpretivism research philosophy
enables the researcher in interpreting the issue from different perspectives (De Vries and Carlson
2014). In interpretivism research philosophy, there is a scope of data manipulation at the time of
data interpretation. Realism research philosophy is the combination of both positivism research
and realism research. However, in this study the researcher would like to use positivism research
philosophy in order to gather data after making in-depth and keen observation about the
identified research issue and evaluate its essence from numerous points of views.
Positivism research philosophy is not very cost effective as well. With the help of an
effective deductive approach, the researcher would like to gather and evaluate identified
information based on the existing theories discussed in the previous part of literature review
(Cantallops and Salvi 2014). With the help of deductive research approach, the researcher would
like to conduct case studies, which is based on House of Tides. Descriptive research deign is the
systematic method of designing the collected data in a co-ordinated way to get a proper result. In
this study descriptive research design is used for explaining the collected information from
numerous point of views (Dennis et al. 2014). In descriptive research design method, the
researcher does not have to manipulate and interpret data and information as per their own form
of interpretation method.

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3.2 Sampling technique:
Sampling enables to collect data and information amidst immense population. Sampling
technique is of two types that include probability sampling technique and non-probability
sampling technique (Farooq et al. 2014). Probability sampling technique enables the researcher
in collecting data from random resources. On the other hand, non-probability sampling chooses
specific number of people in order to get effective feedback regarding the research issue. In this
study, the researcher would like to use non-probability sampling technique. Non-probability
sampling technique is very much effective in involving those participants who are directly
associated with the research issue (Ioanăs and Stoica 2014). In this study, the researcher would
like to choose 100 sample size for evaluating data and information regarding the research issue.
3.3 Data collection:
Data collection is the method of gathering effective information from different resources.
Data collection method is of two major types. Primary source of data collection and secondary
source of data collection are the two different techniques (Tingchi Liu et al. 2014). With the help
of primary source of data collection procedure the researcher would like to directly communicate
with the participants by choosing survey or interview method. On the other hand, with the help
of secondary source of data collection method the researcher can make an effective critical
evaluation about the research issue. For this very specific study, 100 customers will be chosen
from House of Tides in order to know whether they get influence in brand names or not. In
addition, total 3 supervisors of House of Tides will be chosen to know the factors on how to
create brand names and what is the advantages of having proper brand names and identity.

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3.4 Data analysis:
Data analysis is the systematic method of analyzing and evaluating collected responses
by using several data analysis tools. Data analysis helps the researcher in using appropriate tools
for completing the research (Huang et al. 2014). For this very specific study, the researcher
would like to choose statistical tool of central tendency method in liker chart. On the other hand,
interview will be conducted in semi-structured format because of which the researcher would
like to make instant questions to the participants.
3.5 Ethical consideration:
Ethical consideration believes that the study would like to follow all the necessary ethics,
believes and values at the time of gathering important data and information. In order to get
effective data and information from numerous points of views the researcher should never force
the participants in providing data and information (Fernqvist and Ekelund 2014). In addition,
while collecting data the researcher should strictly follow data protection act. Data protection act
enables to maintain data security at the workplace. In addition, the researcher should implement
anti-discrimination act while collecting data. With the help of anti-discrimination act, people
belonging to various geographical backgrounds and attitudes can get equal respect and dignity.
With the implementation of gender equality act both male and female employees should get
equal respect and dignity.
3.6 Time-frame:
Main activities/ stages 1st-2nd
Week
3rd-
4th
5th- 6th
Week
7th-8th
Week
9th- 10th
Week
11th- 12th
Week

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Week
Topic Selection
Data collection from
secondary sources
Framing layout of the research
Literature review
Formation of the research
Plan
Selection of the Appropriate
Research Techniques
Primary data collection
Analysis & Interpretation of
Data Collection
Conclusion of the Study
Formation of Rough Draft
Submission of Final Work
Table: Estimated time-frame of the research plan
(Source: As Created by the Author)
3.7 Summary:
Research methodology is one of the most significant chapters, which help in collecting
appropriate data and information from different valid and reliable resources. Exploration factors
to create brand names in restaurant industry are the primary concern of this very specific study.

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Research philosophy is one of the most effective approaches with the help of the researcher has
to evaluate the collected data and information through different philosophical approaches.
Interpretivism research philosophy enables the researcher in interpreting the issue from different
perspectives. With the help of an effective deductive approach, the researcher would like to
gather and evaluate identified information based on the existing theories discussed in the
previous part of literature review.
4. Expected Outcome:
After evaluating the entire study, the expected outcome is considered as positive as the
research procedure is expected to be conducted systematically. Research methodologies and
tools will be properly used in order to collect effective data and information from various reliable
resources. At the same time, the study may have to face several challenges in completing the
study due to some of the most effective limitations. The study would like to concentrate on
primary data collection method only. The researcher should focus on secondary source of data
collection technique as well in order to involve the opinion of various eminent scholars.

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