Управління брендом готельного (ресторанного) господарства

Abstract

The paper substantiates theoretical principles and develops practical recommendations for effective brand management of a restaurant establishment using the example of Art cafe bar. The concept of a brand and the features of its formation in the HoReCa sector are analyzed, the state of brand management in the establishment is investigated. An empirical study of brand perception among consumers is conducted, based on the results of which recommendations are formulated for improving the brand strategy in order to increase the recognition and loyalty of the target audience.