BRAND ANALYSIS :::::: McDONALDS u CHICKEN LICKEN u VOLVO ::::::::::::::::::::
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MAGAZINEP R O M O T I O N A L
A S S I G N M E N T
OPTION
1
McDONALDS
BRAND POSITIONING
BRAND ARCHETYPE
FOCUS OF BRAND
u YOUTH (MOSTLY CHILDREN) & FAMILIESu FUN PERSONALITY (E.G. McDONALD’S CHARACTERS & CARTOON MERCHANDISE)u COMFORT FOOD
u MAGICIANu JESTERu VISUAL BRAND: CARTOON WORLD
u “BE OUR CUSTOMERS’ FAVORITE PLACE AND WAY TO EAT”u PLAYFUL & EXPLORING EXPERIENCEu “I’M LOVING IT”
u WIMPY u STEERS u KFC ::::::::::::::::::::::::::::::::::::::::
OPTION
2
VOLVO CARS
BRAND POSITIONING
BRAND ARCHETYPE
FOCUS OF BRAND
u MOSTLY FAMILIES & UNIQUE YOUNG PEOPLEu SOCIAL & PASSENGER RESPONSIBILITYu PEOPLE-CENTRIC, THEREFORE MAIN FOCUS: SAFETY
u CARE-GIVERu EXPLORERu INNNOVATION, BEAUTY & FUNCTIONALITY
u HARMONY BETWEEN DRIVER, PASSENGER & ENVIRONMENTu “LIFE IS BETTER LIVED. TOGETHER”u “FOR LIFE“
u BMW u MERCEDES BENZ u AUDI u LEXUS ::::::
OPTION
3
CHICKEN LICKEN
BRAND POSITIONING
BRAND ARCHETYPE
FOCUS OF BRAND
u YOUNG AND OUTGOING (AFROCENTRIC BRAND PERSONALITY)u UNIQUE TASTE EXPERIENCEu VALUE FOR MONEY
u JESTERu LOVER (SEXINESS)u HOMELY & INVITING
u SOCIAL, HUMOUROUS PERSONALITYu TASTE EXPIERENCE, WARMTH, AUTHENTIC OLD REMNANTSu “SOUL FOOD“
u STEERS u KFC u NANDO’S ::::::::::::::::::::::::::::::::::::
THANK YOU!
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