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!