A practice about Brand ManagementProcess for Food and Beverage Establishments

International Journal of Economics and Management Studies

© 2019 by SSRG - IJEMS Journal

Volume 6 Issue 7

Year of Publication : 2019

Authors : Serhat Arman Pedük, Prof. Dr. Akın Marşap

10.14445/23939125/IJEMS-V6I7P102

How to Cite?

Serhat Arman Pedük, Prof. Dr. Akın Marşap, "A practice about Brand ManagementProcess for Food and Beverage Establishments," SSRG International Journal of Economics and Management Studies, vol. 6,  no. 7, pp. 6-15, 2019. Crossref, https://doi.org/10.14445/23939125/IJEMS-V6I7P102

Abstract:

While the brand management processes were being studied the feedbacks of these
processes in terms of the catering sector and catering companies were researched. In this study, we focused to observe and evaluate catering establishments' and customers' points of view.
In addition, in the food and beverage sector, the brand management and brand management approaches were evaluated by the parties involved in the brand management process.
In particular, the goal this study is to review customers' evaluation about catering establishments. In this process, customers' approaches, catering establishments service types with the brand management process, the issues they care about and customers' reactions have been evaluated.
At the same time, it has been tried to be understood how the brand management process of food enterprises and how the reactions of consumers are observed by obtaining information about the observations and experiences of the managers in food enterprises.
In-depth interview method has been indigenized as a research method. Phenomenology from Qualitative Methods was preferred as primary source. For this purpose, interviews have been made with customers and managers. All information collected from books which published as a secondary source, in addition, scientific researches and articles were used.

Keywords:

Brand, Brand Management, Brand Management Process, Catering Compani

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