3. Branding in the Restaurant Industry

Building Trust, Making a Promise

Building Trust, Making a Promise

Course Objectives
By the end of this course, participants will have:

  • achieved an awareness of the importance of protecting a company’s brand equity.
  • a set of skills preparing them for success in a branded restaurant environment
  • an understanding of the role of restaurant brands in society

Participant Benefits
Every attendee will gain new:

  • Knowledge of state-of-the-art branding theories
  • Skills in adapting brand strategies to their own organization
  • Behaviors that can be applied immediately upon their return home

Topical Details
These and other topics will be covered:
How to build restaurant brand equity.

  • The advantages of creating strong restaurant brands
  • The integration of brand elements to a marketing plan
  • Different approaches to measuring restaurant brand value
  • Identifying successful restaurant brand strategies
  • How to create restaurant brand hierarchies and brand portfolios
  • Sub-branding strategies for restaurant companies
  • The variety of brand management models and how they can be applied to restaurant segments
  • The keys to applying Monolithic, Endorsed, and Simple brand strategies
  • The history, current use, and future of corporate restaurant brands

Prof. Dr. Christopher Muller


14. Oktober - 16. Oktober 2009


Langhaldenstrasse 21
8803 Rüschlikon