Question

Using what you have learned in Assignment#1, you are going to further develop your own fast casual restaurant brand in Burnaby, B.C that will target a particular segment or segments of the fast casual restaurant market in Burnaby, B.C. This means that you will need to think of who your target consumer is. In this part of the assignment we are going to focus on the personality of a brand, i.e., the brand persona. When we are developing our brand’s personality we base it on the description of an idealized or typical consumer in our target market. To help you get started in developing a clearer image of your brand and its personality, begin by filling in the blanks for the below statements. Once you have done this, write a one-paragraph description of your brand’s personality/ brand persona. Then, construct a small poster that illustrates your brand’s personality/brand persona and incorporates key points of your paragraph. Include your paragraph and poster as attachments to this assignment, labeling them clearly and carefully.

My brand persona’s name is ______.

My brand persona’s gender is ________(female, male, other).

My brand persona’s age is ________ and is a member of the _________ (Millennial, Generation X, etc.) generational group.

The highest level of education attained by my brand persona is _______(high school, etc.).

My brand persona’s current occupation is ______ (student, teacher, etc.).

My brand persona’s goal/dream occupation is ______ (school administrator, etc.).

My brand persona’s martial status is ______(single, divorced, etc.).

My brand persona has ____ children.

My brand persona is ______(not very sensitive, sensitive or very sensitive) to price changes when making purchases.

My brand persona values ________ (environmental sustainability, international trade, etc.) very highly and wants it to be part of her/his career.

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My brand persona’s interests are ________ (reading, cycling, etc.).

Answer 1

My brand persona’s name is ___MIKE___.

My brand persona’s gender is ____MALE____.

My brand persona’s age is ____25____ and is a member of the ____Millennial_____ generational group.

The highest level of education attained by my brand persona is ___Post-Grad (Business Administration)____.

My brand persona’s current occupation is ___Fresher recruit (MNC)___.

My brand persona’s goal/dream occupation is ___Investment Banker___.

My brand persona’s martial status is ___Single___.

My brand persona has __no__ children.

My brand persona is ___sensitive___to price changes when making purchases.

My brand persona values ____social responsibility for the less fortunate____ very highly and wants it to be part of her/his career.

My brand persona’s interests are ___reading, travelling and music____.

Since this fast casual restaurant is likely to attract young, inspired, driven and motivated individuals who are career-oriented, the brand should impersonate such an individual. A young graduate looking to make the big bucks, who does not have time for enjoying fine dining but are motivated to make every minute count. At the same time, he wants to give back to the society, for the people who are not as fortunate as he is. He needs sustenance that matches the fire in his soul while not being too heavy on his pockets, this restaurant chain is the right place for him.