Bubba Gump Shrimp Co (Interational Marketing)

The company of restaurants started in 1946 when Truett Cathy opened his first restaurant in Georgia. They are credited with inventing the Chick-Fil-A’s boneless breast of chicken sandwich. In the 1960’s, he pioneered the opening of the restaurant in different malls in Atlanta. It has grown to become the largest quick service chicken restaurant chain in the United States based on their domestic annual sales and with over 1900 branches countrywide. The restaurant is privately held and family owned and has been progressing in the delivery of exclusive services to all their customers. The mission of the restaurant is to give identity and value to their clients and the vision is to be America’s best service quick restaurant.

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

J. Willard Marriott and Alice, his wife, started their entrepreneurship in 1927 by opening an A&W root beer stand with nine seats in Washington D.C. (Marriott, 2017). Seizing an opportunity, the Marriott’s decided to diversify the A&W root beer menu by incorporating hot food items, thus creating Hot Shoppes. When the business strategy called for expansion in 1928, two additional Hot Shoppes opened creating the first East Coast drive-in (Marriott, 2017). Concentrating on other areas of development, Hot Shoppes delivered boxed lunches to the Hoover Airport in Washington D.C. in 1937. During the mid-1960s, Hot Shoppes reached its pinnacle with approximately 75 stores in roughly a dozen states (Ambrose, 1999). Changing times caused the Marriott to re-examine the restaurant strategy and realized that they should sell off the profitable, slow-growing family restaurant that included the Roy Rogers Family Restaurants and Bob’s Big Boy (Ambrose, 1999). Sadly, the last Hot Shoppes closed in December of 1999, which ended the Marriott restaurant experience.

Chick-fil-A was established as a company in 1946, it was first known as Dwarf Grill and later became known as Chick-fil-A in the 1960’s. The company has since then grown into a billion-dollar corporation with over 2,000 restaurant locations in 43 states, the company is still privately held and family owned.

Branding is about establishing an image of how you would like to be seen and thought of by others. In business, for instance, those people are usually consumers. In other words, companies want clients to think of them in a positive light so they purchase their products.

You can't come and visit Florida without trying some of the yummy southern food that can be found in this state. The Florida Fresh kiosk offers up this savory classic in a fresh new way. They don't skimp on the shrimp either but be warned, the sausage this comes with has a kick to

Welcome to the Shrimp & Lobster Bar. Our restaurant is located in downtown Atlanta, Georgia. It is near the World of Coca-Cola and Centennial Olympic Park. Upon arrival to our restaurant, you will see our wonderful flower garden and our exquisitely designed glass door. The glass windows give you a glimpse of what is awaiting you inside. The restaurants’ name is illuminated in big and bold letters above the entrance door. On both sides of the door there are patio-like areas, so our customers can enjoy the summer breeze and the wonderful scenery. If, however, the customers would like to stay inside, as soon as they enter the doors there will be a reception desk where they can wait to be seated and enjoy the view of our small aquarium tank filled with colorful marine life. Upon being seated and entering the dining room they will see two middle rows of classic, well-polished, wooden, rectangular tables, accompanied by beautifully designed chairs. Next to the glass windows, there will be booths that sit up to six people. Each table is set with glass plates, wine glasses, and utensils on the side of the plate. Hanging from the ceiling above each table and booth is a chandelier.

This would mean targeting and supplying upscale establishments in the Greater Toronto Area who value sustainability and clean shrimp in the creation of their menus and dishes, such as Buca, SPiN, and Hapa Izakaya.

In the theory, it defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate the offering from those of other competitors. Simply put, branding is one of the most important aspects of any business, large or small, retail or B2B, which is the promise to customers and tells them what they can expect from the products and services. (Lake, 2015) (Williams, 2014) Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Brand identity is an important action to branding. It is what the consumers are expected to perceive a company’s product and its brand. With Brand identity, Burt’s Bees could distinguish it from other competitors, and highlight its brand and products characteristic to create and maintain the competitive advantage.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Ans. Until then they were happy enough simply to expand their business in US, after that reached a certain size and the company had the management time to spend on it then it was time to think about replicating that success abroad. Because the markets abroad are much more competitive than in America where it is a slayer of small businesses, except for fresh produce sellers. Globalization has taken off in recent years, before the turn of the century it was much more difficult and expensive for franchises to efficiently expand outside of their native country.

From the professional perspective, to build corporate brand building is to build CI (Corporate Identity) including mind identity, behavior identity and visual identity.

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.