패밀리 레스토랑의 브랜드 관리

• 영문명: A study on Brand Management of Family Restaurant Focusing on Brand Image and Value
• 발행기관: 한국외식경영학회
• 저자명: 홍완수(Hong Wan Soo) 유혜경(Yoo Hae Kyung) 전수연(Jun Soo Yeon)
• 간행물 정보: 『외식경영연구』9권 2호, 255~275쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.06.30

영문 초록

This propose of this study was to find out the brand management related to brand image and value for family restaurants. Employees in charge of brand management at headquarters of family restaurants were surveyed for this research. The taste of food was found to be the most important factor for determining the brand image, followed by the place, service, menu, atmosphere, price, hygiene and cleanliness. The brand recognition of foreign family restaurants is higher than that of Korean family restaurants To improve the brand image for family restaurants, the advertisement & promotion strategy, service strategy, market segmentation, brand naming and pricing strategy were widely used.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 사례연구 분석

Ⅴ. 결론 및 고찰

참고문헌

키워드

Brand management Brand image Brand value Family restaurant