VC Mc Donald vs Burger King Competence Case Study
Description
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BACKGROUND:
If you’ve had a really bad day (one of those “I wish I had stayed in bed days”), is there a product that always makes you feel better? How about at the holidays; does your family have favorite foods that you associate with all the good things the holidays mean to you? The firms that make those products certainly hope so, because it means they have been successful in creating a brand image that you associate with positive feelings or values. We don’t even have to eat that favorite food; just the logo or jingle can cause us to make those associations. But for every person that shares your love for Coke there’s one that won’t settle for anything other than Pepsi.
In this week’s discussion we’re going to continue our study of branding by comparing two competing brands. In this discussion we hope to accomplish two things. First, demonstrate that you have grasped, and can apply, the basic concepts of branding. If you did not take your time with the Elder Care scenario this week you will find this very difficult. Second, apply those concepts to analyzing not just the brand image of a given product, but how that brand compares and contrasts with a direct competitor.
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