Thesis

subculture and new ideologies, and with a few clicks anyone can be at the heart of any
subculture (Holt, 2016). Consumers have little interest in most of the content brands
churn out and most view it as spam (Holt, 2016). This concept plays into the idea that
social media should remain a two-way communication platform and that brands should
work to make content that people would like to see. Today, companies can stand out by
targeting novel ideologies from different subcultures and catering content that is both
relevant and representative of the brand.
A successful brand engages employees, customers and other stakeholders in a dialogue
instead of a one-sided conversation because good businesses require endorsement by
all stakeholders (LaForet, 1994). Employees need to understand the brand, embrace the
brand and start living the brand (LaForet, 1994, p. 159). Customers need to know about
the brand, consider buying the brand, make purchases and finally turn into loyal brand
enthusiasts (LaForet, 1994, p. 159). Finally, retailers, suppliers and other partners need
to value the brand enough to adapt their own business practice such that they can enact
the brand promise and help deliver the desired brand experience (LaForet, 1994, p.
159). Successful businesses are built on solid business models and driven by a clear
business strategy driven by brand equity and its alignment of brand promise and actual
brand experience (LaForet, 1994). The alignment of these business aspects create a
sense of brand promise and build trust and credibility (LaForet, 1994). This process of
delivering a positive brand experience starts with inspiring and engaging employees to
embrace the brand. Without this the business cannot fully thrive.
Branding a business is important in every industry, but it is especially important in the
restaurant industry. Branding helps owners establish a restaurant culture and set
customer expectations and it allows consumers to identify all the things the business
stands for (Dabeva, 2012). Branding strengthens the position of the brand in consumers’
minds. In the competitive restaurant industry, a strong brand is important because it
increases recognizably and it creates an image of the restaurant product and the firm
itself (Dabeva, 2012). Consumers are more likely to be attracted to a unique brand and
will recognize all that the brand has to offer, but consumers also favor a safe choice
where they feel most comfortable (Dabeva, 2012). Effective branding allows for
businesses to enter into new markets and attract new groups of consumers (Dabeva,
2012). A majority of brand promotion is being catered to the customer’s experience,
especially for catering and entertainment promotion (Dabeva, 2012). Branding in the
restaurant industry is carried out over multiple channels, and if these channels are not
working in sync, they begin to work against the brand by portraying it as inconsistent
(Dabeva, 2012). This idea proves the importance of unity over all communication
channels both in person and online. Virtual communication has become increasingly
important in branding because it can strengthen the direct online connection between
producers and consumers (Dabeva, 2012). Today, the most successful brands and
companies are the ones that continue to change and innovate service execution in
person and on digital platforms. Every component of a brand must work together to
present the best perception to the consumer.
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