摘要：Brand utilization has been done in business or other non-profit organizations for a long time todifferentiate a product from one manufacturer to other manufacturers. Sundanese culinary industries from timeto time have significant growth. Thus, this article discusses on how the utilization of brand in Sundaneserestaurants. Qualitative research dimension method was used, especially ethnomethodology study, that how anindividual creates and understands everyday life. In this case, individuals are the consumers who wereinterviewed regarding their visit at each restaurant studied. Conclusion of this paper is brand can be utilized bythe restaurants to touch cultural values of the customers to achieve marketing goals. Besides, brand can also beused to develop global marketing strategy for its unique cultural content
