The Impact of Brand Image on success of Fast Food's in Islamabad

Abstract

This thesis will throw some light on the brand images of restaurants and its impact on the performance of the restaurants in the fast food industry within Islamabad. Brand Image and branding of organizations is one of the effective strategies of organizations. Recently, there has been an increasing trend of dining out among the Islamabad residents. Each restaurant has a different brand image which spurs a set of images in the minds of customers the moment the restaurant name is mentioned to them. So, this thesis looks into the significance of brand image building in the fast-food industry of Islamabad. The research method used for this research was quantitative method because it allows to conveniently converting qualitative factors in numerical form which is then easier to calculate and measure. Another advantage of using a quantitative approach is that it allows to gather large amount of data that can be arranged easily and also made changes to. Questionnaires were used to get insight from target audience who were the customers of various restaurants around Islamabad. Most of the fast-food restaurant in Islamabad consider brand image to have a major contribution in the sales and revenues of the organization. Failing fast-food restaurants should work on improving their brand image among its customers. Some limitations faced in this research were the authenticity of responses from the respondents for the questionnaires. As some respondents unwillingly filled the surveys without concentrating on the questions, the results of research might lack some accuracy.