The International House of Pancakes, or IHOP, is a well-known brand. Managing that brand for success required careful planning and marketing strategies.
Resources:
Discussion Questions:
- Watch the three television ads. Compare the first two ads to the last one. What image do each of the ads convey about IHOP?
- Brand names are important. Does it impact this company using the name IHOP rather than International House of Pancakes? Explain.
- Access IHOP’s website, Twitter page, and Instagram pages. Describe the image of IHOP each conveys.
- If you were in responsible for measuring IHOP’s brand equity, which of the four methods would you choose? Justify your choice.
- Identify the components of building a powerful brand. Evaluate IHOP in terms of being a powerful brand.
Clow/Baack 