MK Restaurants, a Restaurant Chain in Thailand, invested heavily building and marketing its brand - "Our brand is to make people feel 'warm', to give them a warm, pleasant experience". Brand values of Quickness, Cleanliness, Quality and Service were supported by a customer centric culture, and were continually reinforced in national advertising and staff training programmes. Consistent television advertising played a fundamental role in building strong brand equity and promoted the brand theme -...

BPIR Categories

4.1.4 Develop & implement marketing strategy
6.3.2 Provide the service

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