Customer perceptions of services brands: a case study of the three major fast food retailers in the UK

Briefly covers the development of the “brand” concept in marketing before looking at the experience of the service brand. Outlines the development of the fast food sector in the UK and discusses the make up and growth of McDonalds, KFC and Burger King in turn. Gathers customer perception about each brand by the use of discussion groups. Concludes that the ideas of focus, consistency and value were key, together with community activities.