Branding at Debbie's Sub Shop

Assume you have been named brand manager for Debbie's Sub Shop, a chain of sub sandwich$-$focused restaurants in the southwestern United States. Debbie's is facing significant challenges from larger national brands and lower$-$priced independents and is looking to more clearly represent its brand as a fast, affordable provider of delicious and healthy subs. You are looking at specific strategies that match each of the components of a successful brand.

For current, former, and potential customers, a brand represents everything that a good, service, or idea means to them. Specifically, a brand is a name, term, symbol, design, or any combination of these that identifies and differentiates a firm's products. A successful brand adds value to organizations in numerous ways, including through loyal customers and recognizable goods and services, both of which lead to more revenue for for$-$profit firms and more donations and support for nonprofit organizations.