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 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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