EFFECTS OF BRANDING ON RESTAURANTS’ IMAGE: A CASE OF SELECTED RESTAURANTS IN NAIROBI, KENYA
Journal Title: European Journal of Business and Social Sciences - Year 2012, Vol 1, Issue 8
Abstract
Abrand is a trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being that consumers associate with a specific brand, expressed in terms of human behavior and desires, but that also relate to price, quality, and situational use of the brand. This study was carried out aiming at discussing the temperament of product image based on a product’s name and the purpose was to identify the nature, challenges and strategies of product branding in selected restaurants in Nairobi, Kenya. Data was collected using questionnaires and interview schedules. 25% managers believed that the brand name had earned them repeated guests. 25% indicated that their brand name could attract customers easily. 25% stated that their brand name had made them popular among the market, while the rest 25% declared that their name had greatly influenced their record of high sales.
Authors and Affiliations
Rita N. Schulz| Department of Hotel & Hospitality, Moi University, Eldoret, Kenya Email: ritaschulz@ymail.com
Keywords
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- EP ID EP10197
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