CMR105 brand differentiation

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: __________________________________ Identify 3-5Points of Parity (POP’s) 2-3 Points of Difference (POD’s) 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 Create a new POD for one of the chains. How do you operationalize (what activities make it happen) the new POD? How do you communicate the new POD?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
a. 3-5 Points of Parity (POP’s)
b. 2-3 Points of Difference (POD’s)
2. 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
3. Create a new POD for one of the chains.
4. How do you operationalize (what activities make it happen) the new POD?

5. How do you communicate the new POD?

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