the picture on the left, of hooter girls in the US tells you exactly what the hooters brand equity is or are. their hands are exactly on their brand equities.
and just to tell you that's exactly what the hooters brand equity is - i go to this forum where the men in it where all talking about the hooters manila opening. a few of them were actually planning on going to hooters to look at the brand equities and maybe get some food or drinks on the side. 
pictures of the hooter girls manila were shown to them, and almost immediately, the men decided not to go anymore. that's how devastating the off-strategy brand equity of hooters manila have become - a turn off. they quickly lost triers when the brand equities were shown in pictures.
aside from the flatter than expected brand equities hooters manila showed, what caught the attention of the men where what appears to be another brand equity. look closely at the picture of hooter girls manila on the left. look at the shirt of the girls, way down below the hooters logo, where the text that says "manila bay". notice the distortion being caused on the text? if you lay that shirt flat on a surface, the printing will not show any distortion. the text only got that way after the girls wore the shirt. (with great apologies to the ladies on the picture. we're just discussing the merits of brand equities here.)
this is a great lesson in marketing and we know that very well - BE TRUE TO YOUR BRAND EQUITY or lose customers!
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Hooter's Philippines is still full on most nights, but I believe it's just a passing trend. I doubt if it will last for two years. People were expecting a "Hooters USA experience", and they did not deliver. The girls, although far from ugly, are not at par with their US counterparts. The least they could do was to make the food as good as the food in US Hooters, but even in that aspect, the Local Hooters is a disappointment. They fouled up the girls, they fouled up the food--- there's no reason to go to Hooters, except maybe for the "experience".
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