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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