Connecting a terrace to main restaurant through branding: Case Hard Rock Cafe Helsinki Patio
Rautiainen, Jaana (2018)
Haaga-Helia ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120420017
https://urn.fi/URN:NBN:fi:amk-2018120420017
Tiivistelmä
The commissioner of this thesis is Hard Rock Cafe Helsinki. The idea stemmed from a general and personal interest to improve the commissioner’s summer terrace, the patio. The thesis process begun in March 2018 and finished in December 2018.
The objective of this thesis is to create a set of improvement proposals to strengthen the Hard Rock Cafe brand at the case company Hard Rock Cafe Helsinki’s patio. The proposals will help the commissioner to plan the next season and to consider the options that increase the visibility of the brand at the patio.
The thesis starts by introducing the commissioner. Then the theoretical framework is built around brands and branding. Continuing from the theory, methodology and limitations of the thesis are presented. Next, the conducted research will be introduced, and the results explained and analysed. Research results form a base for the improvement proposals that are divided into brand- and non-brand related matters. Lastly, discussion and evaluation of the thesis are presented.
Results of this thesis prove that by branding the patio according to the proposals, multiple benefits can be gained. Recognition becomes easier, better quality can be guaranteed and profits can be increased to name a few.
The objective of this thesis is to create a set of improvement proposals to strengthen the Hard Rock Cafe brand at the case company Hard Rock Cafe Helsinki’s patio. The proposals will help the commissioner to plan the next season and to consider the options that increase the visibility of the brand at the patio.
The thesis starts by introducing the commissioner. Then the theoretical framework is built around brands and branding. Continuing from the theory, methodology and limitations of the thesis are presented. Next, the conducted research will be introduced, and the results explained and analysed. Research results form a base for the improvement proposals that are divided into brand- and non-brand related matters. Lastly, discussion and evaluation of the thesis are presented.
Results of this thesis prove that by branding the patio according to the proposals, multiple benefits can be gained. Recognition becomes easier, better quality can be guaranteed and profits can be increased to name a few.