Branding Strategy

Branding strategy is developed by “My Attitude” in order to develop a plan for a long-run for the establishment of its brand by achieving the short-term goals.

My Attitude is an F&B restaurant, which promotes casual dining. The vision of the company is to become the leading dine-in restaurants in China and Hong-Kong, in stylish and healthy food. In addition to that, the business wants to educate the general public regarding the healthy food and its advantages in their normal life and further encouraging them to adopt it by making them change their mindset first by providing quality food at their restaurant.

The mission of the company is to drive a sustainable growth for a long-run and to also increase its shareholders value by providing quality food to its customers and making them satisfied.

The company has developed a brand equity model based on six factors i.e. resonance, judgment, feelings, brandperformance, imagery, and salience.

We have discussed all these factors in detail in below.

• Relationship
• Responses
• Meaning
• Identity

My Attitude Harvard Case Solution & Analysis

Identity

Identity is the first block of the equity brand model. The goal in this step is to create brand salience i.e. to make your targeted market aware about yourself. This just does not involve creating brand awareness among the customers but also it involves the correct perceptions about the brand.

My Attitude is based upon providing quality and healthy casual dining to its customers.

Meaning

The second part of the brand equity model is the meaning and it refers to the question of identifying the meaning of the brand and what it stands for. The two parts of this block are imagery and performance.

Imagery shows that ability of the company to meet the demands of its customers. The company can meet these demands either directly or by using targeted marketing. My attitude is focused on targeted marketing and it targets middle to high class for its products. In addition to this, the restaurant is focused on giving a stylish and fashionable image to its customers by providing them with innovative, and quality food that would meet their level of satisfaction.

The second part of meaning is performance and it shows that how well the restaurant has been able to meet the demands of its customers. My Attitude is focused on providing premium quality food to its customers for their well-being, with an attitude of healthy lifestyle, and the pricing strategy used by the company is also premium as to balance with the premium quality.

Responses

Responses includes two factors within i.e. judgment and feelings. Responses refer to the response of the customers to the brand. As we know that the customers constantly make judgments about the type of product they are offered and its quality and credibility. Thus for this purpose, to make sure that the customers find the food at My Attitude credible and also its quality on point, the company has got itself Organic Food Certified. The credibility is judged in three dimensions, which includes the expertise (the main focus of the company is on innovation, likability, and trustworthiness................

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