The Influence of Service Brand Equity Within the Fast Food Industry in the Potchefstroom Region

The influence of service brand equity within the fast food industry in the Potchefstroom region.

There are mainly two reasons for doing a study on service brand equity. The first reason is the financial based motivation to estimate the value of perceived quality within service brand equity. The second reason is for marketing from a customer’s perspective to understand the relationship between perceived quality and brand awareness that builds up brand equity. The problem within the fast food industry in Potchefstroom is that companies focus more on brand awareness than anything else. They think that if customers are aware of their business that would be enough to be competitive, but they don’t take into consideration the perceived quality that the customers have of their food and the impact that has on their competitiveness and their overall brand equity.

Primary objective:

 To determine the importance that perceived quality has on the overall brand equity and the impact that has on the brand’s relationship with customers and the brand’s awareness within the fast food industry in Potchefstroom.

Secondary objectives:

 Determine the customer’s brand awareness within the fast food industry.

 Determine customer’s perceived quality within the fast food industry.

 Determine how perceived quality impacts the competitiveness of companies within the fast food industry.

 Measure the value of brand relationships within in the fast food industry.

Bibliography

Bamert, T. & Wehrli, H.P. 2005. Service quality as an important dimension of brand equity in Swiss services industries. Managing service quality,