Brand Management of Chinese Fast Food in the European Market (Research Paper Sample)

Discussion on Brand Management of Chinese Fast Food in the European Market
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Abstract
The Chinese fast food industry has proliferated recently and has become an essential player in the global fast food industry. The primary aim of this paper is to discuss the brand management of Chinese fast food in the European market. In particular, it analyses the strategies Chinese fast food companies adopted to gain a competitive advantage in the European market. The paper also discusses the challenges Chinese fast food companies face in the European market and provides recommendations on overcoming these challenges. We begin by doing a literature analysis on brand management, and then we present a study demonstrating how the Chinese Fast Food industry has leveraged collaborative relationships to extend its services into the European market. We share our results on the efficacy of the cooperation agreement technique in the European market, examine the benefits and drawbacks of partnerships for businesses that are looking to penetrate new markets, and then conclude with some thoughts on the future of brand management. This paper will provide insights into the strategy of Chinese fast food companies operating in the European market and offer helpful advice for those wishing to enter this lucrative market.
Keywords: Brand Management, Fast Food, European Market
Table of Contents

Abstract 2

1INTRODUCTION  5

1.1 Background  5

1.1.1 Brand Equity 5

1.2 Problem Statement 6

1.3 Objectives, Aims, and Research Question  6

1.3.1 Research questions:  7

2 LITERATURE REVIEW 8

2.1 Theoretical Framework  12

2.1.1 Managerial Science Perspective  12

2.1.2 Social Psychology Perspective  12

2.1.3 Cognitive Theory Perspective  12

2.2 Gaps in Literature  13

3 METHODOLOGY  14

3.1 Research Design  14

3.2 Limitations  15

3.3 Ethical Considerations 15

4 FINDINGS/DATA ANALYSIS  17

4.1.1 Chinese Fast Food: A Strategic Perspective 17

4.1.2 Strategy Overview  17

5 CONCLUSION AND RECOMMENDATIONS 20

5.1 Conclusion  20

5.2 Recommendations 20

5.3 Limitations of study  21

5.4 Reflection  21

References  24
INTRODUCTION
Background
There is no doubt that Chinese fast food has recently become increasingly popular in European markets. Thanks to the rise of globalisation and the increasing number of Chinese immigrants in Europe, Chinese fast food restaurants have been able to tap into a new market and gain a significant foothold. While many factors have contributed to the success of Chinese fast food in Europe, brand management has played a vital role (Li et al., 2021). As Chinese fast food restaurants are already well-known in many European countries, they must maintain or increase their brand equity to remain competitive. In order to understand the importance of brand management for Chinese fast food in Europe, it is first necessary to understand the concept of brand equity. According to Kim and Chao (2018), brand equity is a brand's value relative to its acquisition and maintenance cost. Brand equity reflects a restaurant has perceived quality and popularity among consumers.
Brand Equity
Brand equity is the value that a brand brings to a company. It is based on the consumer's perceptions and associations with the brand and the ability of the brand to generate sales, profits and market share (Shariq, 2018). Chinese fast food companies have generated substantial brand equity in Europe because they have successfully developed unique and distinctive products that appeal to European consumers. For example, many Chinese fast food companies offer traditional food items such as chicken rice bowls and dumplings (Cheng & Chang, 2022). These dishes are typically packed with flavour and are unique compared to most European restaurants' fares. In addition, many of these companies have developed iconic brand names that are well known in Europe.
These brands have been able to generate strong consumer loyalty, which has helped them to establish a foothold in European markets. In addition, Chinese fast food companies have exploited the cultural similarities between Europe and China by tailoring their products to European consumers (Steven, 2018). For example, many Chinese fast food companies offer dishes based on traditional European cuisines, such as spaghetti carbonara and brioche buns with cheese. Understanding the factors contributing to brand equity in the Chinese fast food industry will help companies operating in this market capitalise on their advantages and ensure continued success.
Problem Statement
According to Hassen et al. (2021), there has been a significant increase in the number of Chinese fast food restaurants in European markets in the past decade. This trend is driven by the growing popularity of Chinese cuisine among European consumers and the expansion of Chinese food companies into new markets. While the brand management strategies of Chinese fast food companies have been studied extensively in the domestic market, there is a lack of research on how these companies manage their brands in the European market. This dissertation seeks to fill this research gap by discussing the brand management strategies used by five prominent Chinese fast food restaurants in European markets.
Objectives, Aims, and Research Question
The objectives of this research include:
* To investigate the brand management strategies of Chinese fast food restaurants in the European market.
* To identify the critical success factors of Chinese fast food brands in the European market.
* To understand the challenges faced by Chinese fast food brands in the European market
* To explore the potential of Chinese fast food brands in the European market.
* To provide recommendations on how Chinese fast food brands can improve their brand management in the European market.
This research aims to provide insights into the strategies and successes of Chinese fast food brands in the European market.
Research questions:
* What are the critical