Author(s): Meena Rani, Bharadwaj Kaithapalli, Ankita Sinha and Apurva Mittal
Branding is a name, term, design or a special feature that helps in identifying seller’s good or service and distinguish them. A successful branding helps in adding to company reputation. This may not be the case with restaurants and small food chains. The current paper investigates relevance of branding with specific reference to restaurants. The main objective of this research is to figure out the importance of branding and the various factors that impact the productivity and profitability of the firm. The research focuses on the effect of branding which leads to the performance of the restaurants. It also includes various factors that leads to the restaurateurs to not opt for any branding.