subway brand analysis
SUBWAY BRAND ANALYSIS
Analyzed by
Tanay Manoj Rathod
Ashvikha Lakshmi Shriraam
Nan Dar
Lakshmi Prathyusha Arimilli
Content Page
1. Introduction
2. Company Background
3. Brand Vision
4. Brand Objectives
5. Brand Personality
6. Impact of emotional appeal on consumer behaviors and the subway brand
7. Involvement theory on consumer behavior
8. Maslow Hierarchy of Needs
9. Conclusion
10. Referencing
Introduction
Subway has become an important brand in the fast food segment, in the US as well as globally. Fred DeLuca and Peter Buck founded the brand primarily to serve submarine sandwiches in 1968. From a single restaurant in 1965, the group managed to expand to 40,000 restaurants worldwide, and far exceeding McDonalds in restaurant penetration in the US.
This report seeks to explain the importance of Emotional Appeal on consumer behavior, and the benefits obtained by Subway using this concept in its ads. Emotional appeal is defined as the consumer’s affection for a powerful, precise and apt emotion to the brand, as a response to the brands marketing or advertising campaign. This emotion could be friendship, love or a connection of some sort. (Rossiter & Bellman, 2012, p. 293)
Company Background
The main Subway on the West Coast was opened in Fresno, California in 1978. Metro restaurants initially wandered outside North America when the first area opened in the little Middle Eastern island country of Bahrain in December of 1984; from that point forward, the SUBWAY idea has gone around the globe, with restaurants opening from Argentina to Zambia. Starting 15 June 2012, Subway has 36979 Restaurants in 100 Countries with 106 Restaurants in Malaysia; the restaurants are focused on offering fantastic sustenance and uncommon administration. The SUBWAY brand is acclaimed for its made-to-request sandwiches and greens. Sandwiches are made right
Analyzed by
Tanay Manoj Rathod
Ashvikha Lakshmi Shriraam
Nan Dar
Lakshmi Prathyusha Arimilli
Content Page
1. Introduction
2. Company Background
3. Brand Vision
4. Brand Objectives
5. Brand Personality
6. Impact of emotional appeal on consumer behaviors and the subway brand
7. Involvement theory on consumer behavior
8. Maslow Hierarchy of Needs
9. Conclusion
10. Referencing
Introduction
Subway has become an important brand in the fast food segment, in the US as well as globally. Fred DeLuca and Peter Buck founded the brand primarily to serve submarine sandwiches in 1968. From a single restaurant in 1965, the group managed to expand to 40,000 restaurants worldwide, and far exceeding McDonalds in restaurant penetration in the US.
This report seeks to explain the importance of Emotional Appeal on consumer behavior, and the benefits obtained by Subway using this concept in its ads. Emotional appeal is defined as the consumer’s affection for a powerful, precise and apt emotion to the brand, as a response to the brands marketing or advertising campaign. This emotion could be friendship, love or a connection of some sort. (Rossiter & Bellman, 2012, p. 293)
Company Background
The main Subway on the West Coast was opened in Fresno, California in 1978. Metro restaurants initially wandered outside North America when the first area opened in the little Middle Eastern island country of Bahrain in December of 1984; from that point forward, the SUBWAY idea has gone around the globe, with restaurants opening from Argentina to Zambia. Starting 15 June 2012, Subway has 36979 Restaurants in 100 Countries with 106 Restaurants in Malaysia; the restaurants are focused on offering fantastic sustenance and uncommon administration. The SUBWAY brand is acclaimed for its made-to-request sandwiches and greens. Sandwiches are made right