Endorsed branding: The next step in restaurant-brand management

Cornell Hotel and Restaurant Administration Quarterly

Volumn 39, Issue 3, 1998, Pages 90-96

  Muller, Christopher C ^a  

^a NONE

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EID: 0032093332     PISSN: 00108804     EISSN: None     Source Type: Journal    
DOI: 10.1177/001088049803900317     Document Type: Article

References (8)

1. 1 Jean-Noel Kapferer, Strategic Brand Management (New York: Free Press, 1992), p. 13.
2. 2 Rebecca Piirto Heath, "The Once and Future King," Marketing Tools, March 1998, p. 38.
3. 3 See: Rupert Spies and Gretel Weiss, "Is Germany's Traditional Restaurant a Dying Breed?," in this issue of Cornell Quarterly, pp. 82-89.
4. 4 Technomic Top-100 Chain Companies (Chicago: Technomic, Inc., 1997).
5. 5 For a discussion of consumer-attribute mapping, see: Robert C. Lewis, "The Market Position: Mapping Guests' Perceptions of Hotel Operations," Cornell Hotel and Restaurant Administration Quarterly, Vol. 26, No. 2 (August 1985), pp. 86-99.
6. 6 The proprietary concepts are Hops Restaurant & Bar, McCormick & Schmick's Seafood Restaurants, Canyon Cafe, and Don Pablo's Mexican Kitchen.
7. 7 John M. Murphy, Brand Strategy (New York: Prentice Hall, 1990).
8. 8 Robert M. McMath, "Sinking the Flagship," American Demographics, Vol. 19, No. 5 (May 1997), p. 60.