Restaurant Franchising, 3rd Edition

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CHAPTER 16

MARKETING AND ADVERTISING:

MANAGING BRAND EQUITY

INTRODUCTION

W

ith the increase in interest in restaurant franchises and the increasing

number of restaurant franchises, marketing has assumed an important

role. The most basic concept underlying marketing is that of human needs

and wants, and food is an essential component for fulfi lling the basic require-

ments of life. Consumer needs and wants are fulfi lled through market offer-

ings of foods in which restaurant franchises play a major role. Marketing for

restaurants is entirely different from marketing other products or services.

Restaurants provide a unique combination of tangible ...