Step 3 will include the information below in blue plus Step 1 and 2 information (updated based on Doc’s suggestions and any additional information you may have gathered). Sooooooo, to clarify, the Step 3 Final will include one comprehensive paper with all three steps (1, 2, 3).
Step 3 Brand Advertising and Interview (15 points)
Once you complete Step 2 (learn and list the HQ’s brand architecture, brand integrity, brand positioning, etc.), then you proceed to the next part of the project by answering: does the local establishment (e.g., Chili’s Restaurant and Bar located near your home in Toledo, Ohio) advertise the brand, use the brand’s collateral, and do they deliver the product and service that HQ promises to all Chili’s guests? The following items listed in blue are required:
Interview the Manager, in-person (call ahead well in advance to make an appointment, as a non-manager does not qualify for this assignment)using social distance and mask, and ask:
Name of Manager and Title
To what extent does she/he think that the Corporate HQ is committed to the brand promise?
What would she/he change about the brand if she/he could?
How many times a year does Corporate HQ send an inspector to visit the local establishment?
Does Corporate HQ do a brand audit when they inspect?
(If the manager wants to answer the above questions on the telephone, it is acceptable. In this case, visit the brand’s local establishment to answer the following questions:
Does the local brand deliver the product and service that HQ promises to all guests?
Does the local establishment advertise locally? If so, provide one example.
Does the local establishment use all of the brand’s collateral?
Do they deliver the product and service that HQ promises to guests?
Take a photo/s of the exterior and the interior (i. e., not Google).
What are you personal observations and reflections on the local brand?
