Creating Luxury in Wang Steak

What is a brand? Is it merely a name as the video suggest? 

Wang Steak is a part of a premium restaurant group in Taiwan, famous for offering affordable fine dining experience. 

I feel that although Wang portrays itself as a classy restaurant, its target market is not the elite and exclusive. Instead, Wang Steak is targeting the mid to high income level. By creating a luxurious brand image, Wang Steak convinces the customers to pay a premium for the experience of fine dining. 

The Brand
Brand Benefits	Luxurious fine dining experience at affordable price (NT 1350)
Brand Personality	The rose. Beauty and Elegance. Signature of romance in the west. A token for a loved one links to slogan: “Only for the most important person in life”
Brand Experience	Set Menu for a full fine dining experience. Online guide to communicate the etiquette of fine dining Slogan associates the dining experience with the act of pleasuring a valued person. This emotional association imbues priceless value to the product, justifying the premium pricing. Service focus creating special moments for the guest through personalized services and surprise moments.
Brand Promise	Good Food. Enjoyable dining experience.

The Experience
Senses	Triggers	Impression
Sight	Warm lights; Wood panels	Cosy
	Red embellishments	Sensual
	Reflective metal embellishments; Sparkling ceramic surfaces	Expensive
Hear	Light instrumental music	Western
	Low chattering	Conscious
	Soft mellow introductions from waitress	Personalized
Smell	neutral	Clean
Touch	Stepping on soft padded floor	Comfort
	Smooth satin tablecloth	Sensual, luxurious
	Cold cutleries and plates	Clean, classy
Taste	Food served course by course	Need to savor
Feel	Constant asking “Do you like this dish?”	Important
	Waitress paid attention to my preference	Special

In the end, I do not remember what food I had. I remembered that I had a good time in Wang Steak.