Abstract
The restaurant business is an integral part of the city’s branding, as their activities affect the interests of various stakeholder groups, primarily the authorities, locals and tourists. However, if the formation of the city's brand belongs to the competence of local governments and is part of its long-term development plan, then the branding of catering establishments is the task of the entrepreneurs themselves. The article considers the concepts of “city brand” and “organization brand”. A typical strategy of brand management of restaurant business enterprises using the method of “goal tree” has been developed. The formation of strategy begins with defining the mission and vision of the enterprise. Among the main strategic areas of the strategy are the following: identity, production, marketing, staff, reputation, ethics and social responsibility. Each of the areas is important and integral to building a successful brand. Since SMM-marketing plays an important role in the modern world of the Internet and social networks, the article presents current areas of work in social networks. Such areas include: focusing on meanings, maximum naturalness, disappearing content, video content and personalization of employees. It is established that at the legislative level the state has only a partial influence on certain attributes of restaurant business branding. As a result, the main directions of stimulating the efficiency of certain components of catering of public catering establishments by local governments were proposed, namely: interest and motivation of restaurant businesses in the branding process based on the approved strategy of the territorial unit, cooperation and interaction of local governments with management catering, holding competitions among catering establishments in nominations related to branding, organizing regular meetings of local governments with representatives of restaurant businesses, promotion of catering establishments by local governments among tourists, involvement of restaurant businesses in various events.
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