cmr105 brand differentiation
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Chapter 10 Assignment
Brand Differentiation
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 Lateâ€. 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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