Brand Management Strategies in the Restaurant Industry: A Case Study of House of Tides

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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1. Introduction
1.1 Research background:
There is no denying that changes in customer ways of life have certainly prompted an expansion
in the interest for change eating encounters and swift development in the fast food service sector.
This enhancement has affected the presence of multiple chain eateries which much of time tend
to construct solid brand with a particular end goal to fortify competitiveness. Another significant
factor is that the market environment in the restraint industry has been changing at a rapid pace
and this dynamic market environment always pushes the marketers to be aware of their brand
and its impact on people. Gagić, Tešanović and Jovičić( 2013) mentioned the fact that brand
image is a significant objective showcasing endeavors in light of the fact that brand image as
well as brand attitude cannot be shaped in a nonappearance.
Thus, it can be mentioned that brand awareness is identified with the brand reputation and here
brand association and brand awareness are thought to be the primary segments of reputation.
Building a successful brand in a highly competitive market is undoubtedly the foremost
significant goal for any organization in the restaurant industry. It is worth telling that the
advantages of gaining strong brand reputation tend to appear in providing an organization with a
series of competitive advantages like the ability to charge premium price, broad market share,
and effective response to advertising as well as marketing promotions. A crucial factor found in
the case of House of Tides is that even though organization plays a significant amount of time
and effort on the product quality and service and it has failed to understand the changing market
where awareness and presence of brand are two different requirement. This challenge appears
because the entry of new arrivals in the sector is relatively easier than other industry. In addition

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to this, the organization is also in the need of gaining suitable competitive advantages to
strengthen the brand and its position as it is quite certain that when the number of players in the
market is high, an organization needs to have a position where it can make differences. In
addition to this brand image and customer service/relation are quite interrelated (Sabiret al.
2014) mentioned that brand image can be influenced by the type of service that consumers
receive from the brand or the organization.
1.2 Rationale of the research:
It has been identified that due to rapid changes in the market and unpredictable market dynamics
have put ‘House of Tides’ in a constant pressure of enhancing service or business as a whole.
One of the primary factors in such poor growth of service is lack of attention and focus to brand
development strategies. It has been identified that organization House of Tides is lacking a clear
defined objectives and tactics to achieve its strategy but it is theoretically true that branding
strategy defines the business a brand operates and how the brand enters the market, obtain
market share as well as maintain competitive position among its target market.
2. Literature Review
2.2 Factors for effective strong brand equity
When it comes to factors for brand image, it is worth reviewing brand equity and its
associated factors that have direct relation with the brand image of the organization. As put
forward by Hwang and Han (2014), brands in general have a life cycle which starts from
introduction, growth, maturity and decline stage. Moreover, authors of the study mentioned that
brand’s sustainability rest on its capability to interact effectively as well as professionally and
show ethical behavior. Chen and Chen (2014) mentioned that strategies of actual brand should

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operate or run as the communication tools which can integrate and direct elements of marketing
mix like product, price, promotion and place. Thus, the strategies of a brand needs to be simple
and easy to communicate and understand.
2.2.1 Communication
As put forward by Han, Nguyen and Lee (2015), one does have to find skilled workers by
generating e-mail messages, making suitable presentation, going through trade journal and
making reports when getting into a business. In this context, Sing (2016) commented that success
of a brand depends on how individuals or people are communicating and working together to
achieve the shared objectives. People in the group can communicate and interact appropriately
and professionally by developing effective communication with the suppliers, retailers and
government agencies and customers to meet the common goals. Consequently a brand must have
to include diverse members like effective speakers, listeners who can effectively facilitate the
transition from ideas to real-world production. As stated by Han, Nguyen and Lee (2015),
demands of market claims the fact that brands themselves have to be successful communicators –
such as the ability of creating compelling content in language that audiences in the market
understands. Alongside, Manhas and Tukamushaba (2015) mentioned that branding could
require the formulation of static image and style. On the other side, image of a brand might
consist of its attractive logo, tagline, typeface as well as common layout.
As put forward by Lu, Gursoy and Lu (2015), whether one undertake branding in a small
business or multi-lingual writing and speaking skills certainly helps to find investors, promote
products and manage employees. Ali and Muqadas (2015) mentioned that strong
communication is so critical in branding that it influences each of the remaining. Authors of this

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study has also mentioned the fact that a brand could offer exceptional features and benefits but
until and unless, the market place is aware of this, the brand could never generate sales. Thus, it
is worth telling that when it comes to branding, marketers or the brand should know that market
the brand in performing in should be aware of such as the products and service the brand
provides. Casidy (2014) mentioned that when there is a constant progress in technology, to
implement brand activities, brand needs to leverage technology to promote brand related
activities.
2.2.2 Reputation
As put forward by Schivinski and Dabrowski(2015) reputation of a brand can be built or
damaged or under the electronic communication or it might happen in person. As put forward by
Tingchiet al. (2014), customers, when holds a negative experience, situation is more likely to be
aggravated when that when the consumers tend to write an online review and the organization
tends to mishandle the satiation with a rebuke. On the other side, Torlaket al. (2014) mentioned
that reputation of a brand is more likely to be damaged when one individual using an
unprofessional language and gesture during the communication through telephone or face to
face. Authors have also added the fact that there is a chance that reputation can be harmed due to
the use of offensive language, incorrect terminology or poor writing skills. This means when the
brand is presenting itself public the entire activity should be flawless. Wallace, Builand de
Chernatony (2014) performed a study on brand reputation and mentioned the fact that before the
use of internet, developing a brand reputation, trust and credibility turned out to be difficult.
However, in today due to this rapid advancement of technology such as the social media
platform, business reviews could bring instant fandom or destruction overnight. Gagić,
Tešanović and Jovičić (2013) mentioned, for example, when one does type business’s name into

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search engine, organizational website should be the first thing they say. These activities should
include website, social profiles and entries for Google, new stories. In this context, Hwang and
Han (2014) mentioned that brand reputation is directly influenced by the quality of professional
communication and relationship management. It has been identified that capability of
representing the brand positively and dealing with the negative feedback is necessary to a
positive brand image.
2.3 Impact of brand name on consumer procurement
As put forward by Han, Nguyen and Lee(2015), a product is something which is made of
a factor and a brand is something which is bought by consumers. Authors have also mentioned
the fact that a product can be copied or imitated by competitors in the sector but a brand is
unique. Moreover, a product can be quickly outdated where a successful brand is timeless. Singh
(2016) mentioned the fact that during the last century the role of products was for functional
purpose but today the purpose has changed; this is because esthetical style of products is
generally the major concern of the consumers. Manhas and Tukamushaba (2015) arguably
mentioned the fact that brand name tend to give privilege for some organizations to receive more
profits than the companies and according to the author logos, packaging help factors to enhance
their business by attracting more people.
In addition to this, in marketing selecting a brand name is a significant part of buying
decision for people. In this context, Wallace, Builand de Chernatony (2014) commented that
brand names are supposedly to be targeted principally towards influencing products desirability
and people behaviour. Authors of this study has mentioned the fact that consumers recognize the
reputation of brand and prefer to make purchase of the products irrespective of its quality. When