Brand Equity
IHOP and Applebee’s launched marketing campaigns to remind consumers about their brands and increase recognition among diners.
What is brand awareness?
IHOP and Applebee’s changed their marketing strategies and messaging to update how customers view their restaurants.
What is brand repositioning?
The restaurant names “IHOP” and “Applebee’s” themselves represent this branding element used to identify their services.
What is a brand name?
Advertising campaigns designed to remind customers about the restaurants and attract them back help strengthen this intangible brand asset.
What is brand equity?
By focusing on improving food quality and the value of menu items, the companies attempted to strengthen this consumer perception of the brand.
What is perceived value?
By promoting the same restaurant name while introducing new menu offerings, the companies are using this branding strategy.
What is brand extension?
Visual symbols like the Applebee’s apple logo help customers instantly recognize a brand.
What are logos?
When customers begin choosing IHOP or Applebee’s more frequently after the marketing strategy change, this brand equity outcome is occurring.
What is brand loyalty?
Encouraging customers to repeatedly choose IHOP or Applebee’s for meals instead of competitors helps strengthen this component of brand equity.
What is brand loyalty?
This branding strategy occurs when two brands work together or operate together to attract customers.
What is co-branding?
A short phrase used in advertising to communicate a brand’s message, such as a restaurant tagline.
What is a slogan?
The strategy of reminding customers of IHOP’s breakfast reputation and Applebee’s casual dining identity strengthens these mental links.
What are brand associations?
Marketing efforts that connect IHOP with breakfast or Applebee’s with casual dining help build these mental links in consumers’ minds.
What are brand associations?
If IHOP introduced burgers under the same brand name or Applebee’s introduced breakfast items under their brand, this would be an example of this strategy.
What is brand extension?
Distinctive sounds or music used to help consumers remember a brand.
What are jingles?
Marketing messages that highlight better menu value help improve customers’ perception of what they receive relative to price.
What is perceived value?
All of these elements together—awareness, loyalty, associations, and perceived value—form this overall marketing concept.
What is brand equity?
If a brand expands too far and customers begin to view it negatively or become confused about what it stands for, this branding risk occurs.
What is brand dilution?
These brand elements work together to help consumers easily recognize and remember brands like IHOP or Applebee’s.
What are brand elements?
The overall goal of IHOP and Applebee’s marketing strategy was to strengthen this intangible asset that adds value to the brand.
What is brand equity?