Brand Management ADV482

Guidelines for Assessment 2 Spring ‘22

Marking – 15%

Brief
• This assessment is about measuring a brand’s ‘Brand Value & Brand Positioning’.
• You will choose ANY ONE Brand and provide your Personal Opinion about it.

Creative Requirements:
• You will submit a review about it.
• Choose ANY ONE LOCAL BRAND.
• Compare and Contrast about its Brand Value and Brand Positioning with its Competitor
which operates locally as well.
• It can be a PRODUCT or a SERVICE.

Submission:
• Submission will be made in a PDF FORMAT.
• The format of the brief should be formal and it should mention your student detail on
the first page along with the course details.
• THIS IS AN ONLINE SUBMISSION ONLY! (Blackboard)
• ONLY A SINGLE ATTEMPT CAN BE MADE FOR THIS SUBMISSION.
• CHECK YOUR FILE BEFORE YOU UPLOAD YOUR IT.
• NO LATE SUBMISSIONS WILL BE ACCEPTED.
• ANY FILE HAVING ANY FALSE OR INCCORECT INFORMATION WILL NOT BE ACCEPTED.
• FINAL SUBMISSION DATE IS SUNDAY 12TH of JUNE 2022.
• FINAL SUBMISSION TIME IS 11:59 PM ON the SUNDAY 12TH of JUNE 2022.
• COPIED, STOLLEN OR REPLICATED IDEAS WILL NOT BE ACCPETED AND WILL RESULT IN FAILING
OF THE COURSE.
• CHECK YOUR ID’s AND GET BLACKBOARD UNLOCKED BEFORE YOUR SUBMISSION.
• NO EXCUSES, LATE WORK OR EMAIL SUBMISSIONS WILL BE ACCPECTED.
Name: Syed Ali Haider

Reg# 43021

Course: Brand Management

My Brand: McDonald’s

Competitor: KFC

Review:

McDonalds and KFC are the direct competitors and having a wide number of their
loyal consumers.

It was in 1940 that McDonald’s initially began its operations. The pioneer of
numerous things, the Speeded Service System presented in their first eatery is
being followed in current fast-food chains right up ’til the present time. It is
assessed that McDonald’s at present serves 58 million clients every day in 119
nations, their eateries vary in their settings and offices as some offer commute
through administrations, and some have play ranges for children while some offer
counter administration alone. McDonald’s mark hues are red and yellow while
their most mainstream items are their popular burgers, breakfast offers, treats,
chicken sandwiches and French fries.

While, KFC or Kentucky Fried Chicken was started amid the Great Depression, in
year 1930. It was initially named as “Sanders Court and Cafe”, after the name
of Harland Sanders, the first inventor from Kentucky. Their present and most
mainstream logo is the caricaturized picture of Sanders with their short form, KFC.
They are prominent for their prized formula; their mystery formula produced
using 11 herbs and flavors. Their fundamental items are browned chicken, chicken
wraps, sandwiches, servings of mixed greens and broiled and flame broiled
chicken dishes and additionally various treats.

McDonald’s has 19% share in worldwide market.

Whereas, KFC has only 9% share in worldwide market.

McDonald’s has very fast services and has relatively low prices for its products.

KFC has fast services and relatively higher prices for its products.

The dominant part of McDonald outlets is claimed by franchisees. McDonald’s is a

privately held and autonomous organization. McDonalds has consistently been
autonomous.

KFC is held to a great extent by the company or a few vast establishments’

bunches. KFC is a division of Yum brands which additionally claims Long John
Silver’s, Taco Bell, and others- – which is the reason you frequently see KFC in a
joint area with another QSR brand. KFC was previously possessed by PepsiCo
before the spinoff to Yum.

McDonald’s has the best ranking in standards related to sanitation and quality of
food. McDonald’s branches are in almost 120 countries with more than 35000
branches.

KFC does not have best ranking in sanitation and quality as compared to
McDonald’s. KFC have more than 15000 branches in 109 countries.

The strength of McDonald’s is strong brand name, picture, large share of market,
solid worldwide vicinity. By regional standards adjusted sustenance menus and
huge promoting spending plan.
The strengths of KFC are huge famous brand name and high brand dedication, a
greater number of items, hygienic sustenance and snappy administration, good
promoting and showcasing, Strong trademarks formulas.