When the Person Is the Brand
Like Martha Stewart, Charles Schwab and Ralph Lauren, renowned chef Wolfgang Puck is a brand unto himself. His name evokes a promise of culinary quality, fine dining, and contemporary style. Little wonder that his enterprises have expanded from celebrated restaurants like Spago in Beverly Hills to a line of quick-serve Wolfgang Puck Express and contemporary casual Wolfgang Puck Bistro dining establishments to the retail sales of a broad array of licensed branded products, ranging from coffee and soups, frozen appetizers and pizzas, to pots and pans.
