Bars and Coffee Shops Branding in Online and Offline Environment

Student: Gainullina Diana

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2019

The work consists of three chapters. Chapter 1 discusses the theoretical foundations and current authoring concepts of branding. Chapter 2 provides an overview of the principles of brand formation in modern conditions, methods for assessing brand health, features of service branding, and also looks at trends observed in the catering market. Chapter 3 is devoted to the systematization of the communicative tools used by brands, the formulation of hypotheses and the study of the influence of communicative tools on the health of the brands of bars and coffee shops. To test the hypotheses, interviews with experts and a survey of consumers of bars and coffee shops were conducted. In conclusion, the limitations and prospects for the development of the study are considered, and practical recommendations are given for the owners and managers of coffee shops and bars in Moscow.

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