Core Viewpoint - The naming strategy in the restaurant industry, particularly using personal names or familial terms, enhances brand recognition and emotional connection with consumers, reflecting a trend towards personalized branding in a competitive market [1][2]. Industry Characteristics - The restaurant industry in China has experienced rapid growth, with a continuously expanding market size driven by the proliferation of mobile internet and the booming delivery sector [1]. - The low entry barriers and high quality demands in the restaurant sector lead to intense competition, making it challenging for operators to succeed [1]. Branding Strategies - Using personal or familial names in restaurant branding creates memorable and relatable identities, which can differentiate brands in a crowded market [1][2]. - Such naming conventions evoke warm associations with family and friends, helping to establish a brand image that feels personal and trustworthy [2]. - Brands with identifiable names can enhance consumer trust, suggesting a legacy of craftsmanship and a commitment to quality, which can translate into intangible assets for the business [2]. Consumer Engagement - The shift in consumer dining preferences from functional needs to emotional experiences highlights the importance of creative and memorable brand names for word-of-mouth marketing [2]. - Personalized brand names are more likely to resonate with consumers, making them easier to remember and discuss socially, thus promoting organic brand awareness [2]. Operational Excellence - A catchy brand name is just the starting point; maintaining high standards in food quality, service, and overall dining experience is crucial for customer retention [3]. - The restaurant industry has a low tolerance for errors, necessitating meticulous attention to all operational aspects to ensure a seamless customer experience [3].
餐饮品牌为何偏爱“有名有姓”
Jing Ji Ri Bao·2025-07-05 01:17