Executive Summary

Founded in November 1993 with headquarter in Taiwan, Wowprime Group is one of the most successful multi-brand restaurant group in Taiwan. There are 11 brands of restaurant owned by Wowprime corp to include a variety of cuisines. The 11 brands with different market positioning target at different marketing segments and grow continuously in the past few years. It is valuable to explore the drivers and successful factors behind its multi brand strategy.

This case is a very good example for us to learn and investigate Wowprime corp’s multi brand strategy and examine the critical point in building different brand to different market segment. In the process of market expansion, despite using single brand to serves all the target customer, multi brand strategy is another method to reach more customer by different positioning of each brand. As compare with single brand strategy, although the marketing cost would be much higher for multi brand strategy, it enjoys the benefits of larger market potential and lower risk for the corporate. When applied multi brand strategy, it is very important for the marketer to prevent cannibalization. A clearly well define market positioning of each brand is no doubt the best way to prevent it, but the marketer should always keep an eyes to the market trends and the sales data like what had Steve Day did in this case.

1. Why do restaurant need a brand? What values can a restaurant brand deliver? The brand of a restaurant is not just the name or the logo, it represent the restaurant’s promise to its customer. It is very critical for a restaurant to have a brand as it will guide the marketing efforts throughout the development and improve the customer’s competence to the restaurant. It also help to develop its identities or personality. Restaurant with brand personality allow it to differentiated from the