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Marketing Management and Strategy
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2002 MCB UP Ltd. All rights reserved.
- ISSN
- 0140-9174
- DOI
- 10.1108/01409170210783359
- Publisher site
- See Article on Publisher Site
Abstract
Briefly covers the development of the “brand” concept in marketing before looking at the experience of the service brand. Outlines the development of the fast food sector in the UK and discusses the make up and growth of McDonalds, KFC and Burger King in turn. Gathers customer perception about each brand by the use of discussion groups. Concludes that the ideas of focus, consistency and value were key, together with community activities.
Journal
Management Research News – Emerald Publishing
Published: Jun 1, 2002
Keywords: Brands; Service industry; Fast‐food industry; Brand awareness