cmr105 brand differentiation 1

Chapter 10 Assignment

Brand Differentiation

Name_________

Complete the following exercise and submit the answer.Select two similar/competitive fast food restaurants, for example, McDonalds & Wendy’s.

Two restaurant chains I am comparing: __________________________________

1. Identify
   1. 3-5Points of Parity (POP’s)
   2. 2-3 Points of Difference (POD’s)

1. Pick one chain’s POD; how might the other chain make this a POP for their brand.An example: Wendy’s POD is “Open Late”.McDonald’s makes it a POP by extending their hours and promoting new later hours

1. Create a new POD for one of the chains.

1. How do you operationalize (what activities make it happen) the new POD?

1. How do you communicate the new POD?