1. Background “The commercial importance of services has been recognized in recent times and the importance of research to understand service marks and their meaning to consumers is a growing priority. » (O'Cass and Grace, 2004) It has been suggested by theoretical frameworks that effective consumer-centric marketing activity and sustainable differentiation relies on understanding how consumers perceive and respond to brands (from Chernatony , 1993; This is even more important for the service brand. Highlighted by Tax and Stuart (1997), the content of service, which is very different from that of goods, is more complex and largely includes processes, people and physical evidence. Therefore, there is also a big difference between the valuation of service brands and that of physical goods produced by the consumer. O'Cass and Grace (2004) therefore suggest that it is increasingly important to consider brand equity as a key direction in the study of marketing theory, as well as the need to understand and manage brand associations. , she showed that the principle of branding is moving from tangible elements to intangible elements (Vargo and Lusch, 2004). Companies are trying to add emotional attributes to their brand and build deeper relationships with consumers. This may require more effort on the tangible aspects of the product and service. As first described by Pine and Gilmore (1999) in their book "The Experience Economy", we are experiencing a transition to the experience economy following the agrarian economy, the industrial economy and the recent service economy. They argued that “companies must orchestrate memorable events for the middle of paper…and this part.” The questionnaire design method was determined in detail and the direction of the SPSS analysis was also defined. A number of tables and graphs have been included in the quantitative results section and necessary comments have been made to better understand the results. Based on the main findings, further analysis and discussion were presented. It mainly focuses on the relationship and interaction between different variables and does not offer any personal opinion.4.4 ConclusionsThis part is designed to describe the main findings and conclusions drawn from the study. Based on these recognitions and results, recommendations are made for the catering service provider to deliver a better brand experience. The research findings, marketing recommendations and research implications, limitations and potential for further research are presented in this chapter..