Brand Positioning Strategies of Nando's Restaurant in Singapore

NANDO’S 0
NANDO’S SINGAPORE
RESTAURANT
8/3/2018

NANDO’S 1
EXECUTIVE SUMMARY
This report focuses on the brand positioning strategies used by Nando’s Restaurant,
Singapore and includes proper assessment and evaluation of strengths and
weaknesses of their brand promotion strategies. In addition, to what extent they have
successful or not in implementing their brand promotion techniques and whether
these techniques have given them positive and favorable results or not. A detailed
analysis of this restaurant has been done via various sources and based on that this
report is prepared.

NANDO’S 2
Table of contents
Introduction..........................................................................................................................................3
Points of difference and Points of parity..........................................................................................4
Strategies for brand positioning Nando’s Singapore .....................................................................4
Strategy 1: Nando’s - A functional brand.....................................................................................5
Strategy 2: Globalization of brand Nando is divergence...........................................................6
Strategy 3: Brand equity................................................................................................................8
Strategy 4: Brand Communication................................................................................................9
Conclusion.........................................................................................................................................11
References........................................................................................................................................14

NANDO’S 3
Introduction
Nando’s is a famous fine dining restaurant with its branches all over the globe. This
restaurant has made its significant place in world’s best food chain restaurants. It
was founded in the year 1987 in Johannesburg, South Africa by Fernando Duarte
and Robert Brozin It operates around 1000 outlets in 30 countries with its
headquarter in Johannesburg, South Africa. Rooster of Barcelos is the logo of this
fine dining restaurant. The specialty of PERI-PERI sauce of this restaurant
distinguishes it from that of others and helps in making a special place in world’s
best food chain. In Singapore, it was first opened in the year 2010 on May 9. Later
on they expanded their branch in Singapore and it was recorded that in the year
2015 there were 11 outlets of Nando’s in Singapore. Today this restaurant is located
in five continents and it has established a well-known brand name in best fine dining
restaurant all over the world (Nando’s 2018).