Changing the Mindset in the Culinary Business Environment: From Entrepreneur to Branderpreneur

Abstract

In this era of branded business environment, it cannot be denied that brand has an important role in business development, both as a signifier of the quality of products and asset that is always maintained by the owner. Not surprisingly, many franchise brands are currently emerging and professionally managed by collaborating with local partners. However, not all partners seem to have a mindset as partners. Some of them want to launch their own brand. This paper explains how an entrepreneur turns into a branderpreneur, a person who has a mental attitude to synergize the entrepreneurial spirit and branding mindset in order to improve business performance. Using case study methods, we observed and interviewed in depth the example of a branderpreneur who developed his own brand of business by changing the role from local partner of franchise brand to the owner of franchise brand. Results demonstrated a branderprenerial pathway, factors that motivate a person to become a branderpreneur, challenges and strategies, as well as an insightful branderpreneurship analysis that can be applied by other entrepreneurs.