Case Study Of Burger King

Branding

The brand of any business is the following aspects: o Impression employees make when interacting with conusmers o It tells people what is special about the particualar business o The values and beliefs of the business

Deevloping the brand of the business is the responsibility of top management. Top management develops a value statement which states what the business is, where it wants to go and how it wants to get there. If the value statement aligns with the brand, which is what the business in about, the business is regarded as credible o Advantages of a strong brand

 Becomes a gaurantee of quality which will help the business to advetie its products easily which will increase sales. A well known brand will decrease marketin costs

Burger King still goes through management struggles which is something that McDonald’s does not experience as often.

The successful brand of McDonald’s alows the company to be more successful than Burger King because McDonald’s is known worldwide which makes it eaiser to open a restaurant anywhere in the world because the deambd will always be there where as Burger King is still a rising brand and may struggle in a new area because the brand is not a brand that is known all over the world and the demand is not that high.

Although in certain areas Burger King is cheaper tha McDonald’s, they use a pricing strategy which will cause prices to change as the market changes and that is very often as the business environment is not constant, this may cause consumers to feel discouraged to support Buger King where as McDonald’s prices remain more constant so consumers feel safer as consumers are sensitive to a change in

o Product improvement for health concsious consumers, by doing this Burger King will have an advantage over McDonald’s as they will be catering for all people where as McDonald’s only caters for a certain group of people and by doing this the brand of Burger King will improve making it easier to compete in the market and to expand in developing countries and economies. o Business sustainability, as this affects all Burger King franchises around the world as well as the brand of the business which will in time affect profits of the business which will cause Burger King to struggle in the market and fail to compete with their leading competitor McDonald’s.

Therefore these two franchises will always remain two of the biggest franchises because of the success they have achieved over the years. McDonald’s and Burger King will always be competitors as they compete for the same target market therefore the only thing that truly separates them is how well they execute certain strategies including the marketing