Marketing Topic: Brand Management Exercise

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---Brand Wars – Burgers and Fast-Food

Drive down a busy highway and you're likely to see a wide selection of fast-food restaurants, all vying for your attention – and your stomach! There are approximately 200,000 fast-food outlets across the United States and if that isn't enough competition, more and more consumers are now getting takeout food from supermarkets.

Perhaps the most intense fast-food rivalry is among the top three "burger" restaurants: Burger King, McDonald's and Wendy's. They've been competing with each other for a long time, trying to find ways of differentiating themselves. Each one wants to keep its current customers and attract some business away from competitors.

Thoroughly review the web sites for each of the three fast-food chains. Then, describe the sources of competitive differentiation promoted by each fast food chain. To put it another way, exactly what does each restaurant emphasize in distinguishing itself from its competitors and in attracting customers? Refer to specific phrases, pictures or sections of the Web sites in support of your statements.

Burger King

McDonald's

Wendy's

Drive down a busy highway and you're likely to see a wide selection of fast-food restaurants, all vying for your attention – and your stomach! There are approximately 200,000 fast-food outlets across the United States and if that isn't enough competition, more and more consumers are now getting takeout food from supermarkets. Perhaps the most intense fast-food rivalry is among the top three "burger" restaurants: Burger King, McDonald's and Wendy's. They've been competing with each other for a long time, trying to find ways of differentiating themselves. Each one wants to keep its current customers and attract some business away from competitors. Thoroughly review the web sites for each of the three fast-food chains. Then, describe the sources of competitive differentiation promoted by each fast food chain. To put it another way, exactly what does each restaurant emphasize in distinguishing itself from its competitors and in attracting customers? Refer to specific phrases, pictures or sections of the Web sites in support of your statements.		Burger King McDonald's Wendy's