Subway Brand Dynamics: Navigating the Interplay Between Tangible Elements and Consumer Perceptions for Strategic Excellence

1. Introduction

This brand audit concentrates on Subway, the global fast-food chain known worldwide for its submarine sandwiches and salads. The main objective of performing a brand audit on Subway is to investigate the different determinants contributing to its brand efficiency. With the Subway brand audit, there is a thorough investigation of what defines its essence; a core proposition for consumers and other stakeholders, including employees. It further includes an analysis of the brand’s competitors and their strategies, identifying possible threats and opportunities in the market.

Digital transformation has played a crucial role in developing Subway’s brand. From its inception in 1965, Subway has adopted the digital era, thereby having changed branding strategies to suit technological advancements (Subway, 2023). The brand has successfully utilized digital platforms by using social media, mobile applications, and online ordering systems, which allows customer convenience engagement. This digitalization is a manifestation of Subway’s readiness to adapt and change with time, adapting to the demands of contemporary smart-oriented consumers.

Currently, Williams and Omar, (2014) argue that the latest numbers show that Subway is still one of the dominant forces in the fast-food market worldwide. It’s not financial performance alone that is measured but the ability of its branding strategies to stick in a person’s mind (Subway, 2023). The evaluation of Subway’s recent business results will reveal the extent to which success is driven by branding. This entails assessing the loyalty of customers, market share, and new brand innovations that might have affected Subway’s position in fast food rivalry.

In essence, this brand audit seeks to unlock the mysteries of Subway’s identity as a brand during its digital transformation journey while trying ways it can map the relationship between these strategies and business performance (Roncha and Radclyffe-Thomas, 2016). The following all-encompassing analysis is meant to offer valuable insights into the brand management, positioning, and areas of improvement for Subway that will serve as a basis for strategic recommendations given below.

2. Brand Inventory

2.1 Subway’s Distinctive Brand Elements

There are several elements of the Subway brand identity that come together to form a unique image in its elaborate tapestry. Among other things, the freshness is represented by Subway’s iconic logo with green and yellow arrows (Subway, 2023).

Figure 1: Subway’s Distinctive Brand Elements

Source: https://www.prnewswire.com/news-releases/subway-brings-fresh-forward-with-new-restaurant-design-customer-experience-300488781.html

There are other aspects of visual identity beyond the logo, including symbols and characters such as spokespersons. Sustainable packaging preferences are the symbol of Subway’s fidelity to modern consumer values. In addition, Subway’s slogan Eat Fresh captures its core value proposition of providing fresh and healthy ingredients for the customers. This unified messaging, complemented by trademarks linked with iconic sandwich recipes and condiments, strengthens the unique market footprint of Subway (Subway, 2023).

2.2 Pricing and Communications

According to Aggarwal and Commuri, (2023), examining the necessary features includes discussing pricing tactics and communications. Subway is a cheaper but quality dining place as its price connects with almost all people.

Figure 2: Subway Pricing and Communications

Source; https://adage.com/article/cmo-strategy/forget-subway-s-5-footlong-4-99/311785

Marketing communications highlight customization, where customers can tailor their sandwiches, ensuring customer preferences continuously change (Mirkovi and Laki, 2019).

Figure 3: Subway and Brand Communication

Source: https://www.researchgate.net/figure/The-overall-structure-diagram-of-the-subway-communication-system_fig1_317115232

2.3 Competitor Profiling

Direct and indirect competitors are part of Subway’s competitive landscape (Adawi et al., 2019). Other sandwich chains are direct competitors that have similar ingredients. Indirect competitors encompass a wider range of fast-food restaurants and provide differentiation in terms of menu variety and overall brand positioning. A competitor profile allows us to understand Subway’s unique market position (Kereth et al. 2019).

2.4 Assessing Consumer Perceptions

According to Ganatra et al. (2021), to evaluate consumer awareness, a combination of qualitative and quantitative techniques will be used. Various surveys, social media sentiment analysis, and feedback mechanisms will be paramount in the appreciation of how well Subway’s brand elements match with their target audience. This assessment allows us to reveal the efficiency of Subway’s current branding strategies that are viewed by consumers as effective (Castellini et al., 2023).

Figure 4: Subway’s Foot Traffic

Source: https://gravyanalytics.com/blog/how-does-subways-foot-traffic-look-amid-companys-potential-sale/

In summary, Subway’s brand inventory comprises a set of selected items that are aimed to appeal to its target. Symbols, sustainable practices, and a catchy slogan contribute differently to the brand’s identity. The subsequent pricing, communications, competitor profiles, and perceptions of consumer analysis pave the way to a comprehensive brand audit that provides essential knowledge about positioning Subway in the fast-food competitive food market.

3. Brand Exploratory

3.1 Analyzing Current Brand Position

To understand the current position of Subway in terms of brand, one must thoroughly study how consumers see and compare this brand to its competitors. Subway’s strength is delivering freshness and customization, providing an option with a healthier alternative to fast food (Ribaudo et al., 2020).

Figure 5: Subway Brand Awareness

Source: https://www.statista.com/forecasts/1335714/subway-restaurant-chains-brand-profile-in-the-uk

Subway’s target market links the brand to customized, fresh, and varied sandwich meals. However, it may become difficult to differentiate from competitors and retain this perception in the face of developing consumer needs.

3.2 Insights from Prior Research Studies

According to Ganatra et al. (2021), a comprehensive brand exploratory is conducted by analyzing past studies to draw conclusions regarding Subway’s historical performance. It is possible for current research to reveal trends in consumers’ behavior, shifts of opinions regarding brands, and responses toward previous marketing practices. This historical background is priceless for understanding the development of this brand, pointing out successful initiatives, and analyzing any shortcomings that could have affected consumer perception (Ganatra et al., 2021).

3.3 Media Interpretation of Brand and Product Category

Franco et al. (2011) explore how the press interprets Subway’s brand and places it in a greater product category, understanding it is essential. Media has a lot of influence on public opinion and its portrayal in diverse channels can change the perception of consumers regarding Subway (Franco et al. 2011). Healthy, green and socially responsible brand image is promoted as a result of positive media coverage with respect to healthy choices by Subway. However, negative representations or controversies may involve problems that have to be managed effectively (Ilyas et al., 2020).

3.4 Detailed Profile of Brand Knowledge Structures

A complete brand exploratory is designed to build a specific and detailed description of the type patterns that describe individuals’ knowledge about brands. Subway, along with other fast-food chains, prioritizes taste, convenience, and value, as illustrated in the CBBE model shown in figure 6 by Harrington et al. (2019). This includes analyzing consumer perception of Subway’s brand essence, values, and unique selling propositions. The analysis also reaches the identification of significant associations associated with Subway, which are Freshness, Customization, and Healthiness. Moreover, information about consumer perception of Subway against competition reveals strengths and potential weaknesses.

Figure 6: Subway CBBE model

To conclude, the brand exploratory for Subway is a complex journey of market perceptions, historical insights, media interpretations and consumer knowledge structures. Subway faces several challenges in holding its current positioning, responding to changing consumer needs and ways of differentiating itself from competitors. Some of the essential aspects that contribute to strategic decisions regarding Subway’s brand management are insights from previous studies, media dynamics, and background information on knowledge structures. We will traverse this process in the next stages of our brand audit and, as a bedrock for strategic recommendations, build on that knowledge base.

4. Key Differences

4.1 Brand Inventory and Brand Exploratory Key Differences

The table above illustrates the distinctions between brand inventory and brand exploratory in terms of their emphasis, technique, aims, and deliverables (Slaton et al., 2020).

4.2 Significance in Customer Perception and global appeal

Significant distinctions between the brand inventory and the exploratory hold of brands imply repercussions for perception by customers that should be considered in modifying Subway attributes. According to Harrington et al. (2019), the tangible ingredients emphasized in the brand inventory support visual immediacy to identify Subway. The iconic logo, the new color palette as well and a commitment to sustainable packaging express together an attitude of trust, health awareness, and eco-friendliness.

However, as described by Badrinarayanan and Becerra (2019), the broader aspect of brand exploration is examining consumer sentiments and historical landscapes. It extends beyond the superficial beauty, investigating how consumers relate to Subway on a subconscious level. For example, if media interpretations position Subway as fitting in the healthy trend or present it prominently positively within community involvements, this can strongly encourage brand popularity, which will build an emotional link with consumers.

4.3 Justifying the Significance of Differences

The importance of the gaps is in line with a harmony between the material and immaterial sides of Subway’s brand. The brand exploratory adds layers of emotional appeal and subjective consumer understanding to the brand inventory that provides a decent foundation for immediate recognition. However, the adoption of both approaches is essential for an appropriate brand strategy (Aggarwal and Commuri, 2023).

In case little differences are seen between the brand inventory and brand exploratory, it requires an essential reflection of Subway’s coherence in brands. Misalignment between visual components and consumer emotions could be a sign of a possible Brand communication gap. In terms of justifying such conclusions, it concerns evaluating the possible consequences for customer perceptions if this brand is not able to deliver a consistent message across both tangible and intangible dimensions. Here, the various strategic changes may be necessary to help in achieving a harmonious but thrilling brand story (Castellini et al., 2023).

In summary, the significant differences between brand inventory and brand exploratory are important to define Subway’s brand attractiveness. By evaluating these differences, we can see where Subway stands visually and emotionally. This alignment of the various dimensions is crucial for an effective brand strategy that connects with consumers, nurtures customer loyalty, and ensures continuity in Subway’s fast-food market.Top of Form

5. Recommendation

5.1 Key Findings

A significant finding enhances one of Subway’s distinctive brand identities, which shows that the company focuses on offering fresh and customized but affordable food. This is evidenced by a comprehensive analysis of the brand’s stock. However, despite the high difference between Subway’s self-image and consumer perceptions, this indicates customer concerns regarding processed foods inequality in product quality among different franchises with a desire for more enticing options by the findings of Castellini et al. (2023). To deal with these challenges and get back its position in the fiercely competitive fast-food market, Subway must undertake the necessary actions. It is important to understand the intricate nature of consumer perceptions towards Subway. For effective resolution of consumer complaints and adjustment to its brand strategy, a clear understanding of the attitude toward brands held by consumers is required. Furthermore, managing effectively the intensified competition of the fast-food industry has to be focused on solving domestic issues and preventive tactics to overcome rival businesses. One keen finding from the brand perception study reveals a contradiction in service level amongst different franchised Subway stores, suggesting an impact on customer experiences to shape overall perceptions of the firm (Harrington et al., 2019).

5.2 Recommendations for Brand Strategy

Subway’s efforts to work through these issues include a deliberate rebrand strategy. The major goal is to improve the brand message by focusing on the freshness of ingredients, availability of choices fit for any type, and adequate prices. To respond adequately, specifying whether the processed components can be changed is important if concerns exist about how they originate. Additionally, changing online considerations has been recognized as a key element throughout the discussion, focusing on the viability of organizations in digital space conditions that remain primarily uncontrolled by governments or organizations. Such interactions may have a serious influence on vulnerable people’s health. Subway revamps its webpage, regenerates its mobile app, and explicitly uses social networking sites to enhance its stronger online presence. Through these online channels, Subway can adequately communicate its undaunted promise of employing quality ingredients and make that improvement by boosting the most recent developments it brings into its menu for reference customers. With the implementation of these strategies, Subway stands to position itself and be able to reposition its brand values and possibly return to the market leader in the fast-food business.

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