- What is the brand strategy being used by the top dog? What is the brand strategy being used by the underdog?
The Mcdonald’s and Burger King rivalry started in the mid-1950s and Mcdonald’s is the apparent top dog of the two. McDonald’s follows the proactive branding strategy by constantly innovating new items on the menus across the world. Burger King chose the reactive marketing strategy, their post is less planned and happens fast.
- How can the underdog improve its strategy so that it can gain more market share and surpass the top dog? Provide three recommendations.
- Brand Equity Management – When most people think of McDonald’s Burger King always comes in 2nd. Burget King must change this by establishing and strong brand identity. They must lose the “Burger Theft” identity and move into a more relevant concept that younger generations will respond to.
- It would be helpful if Burger King produced a commercial or a social media ad that showed Burger King’s customers doing a blind taste test, a Burger King burger vs. a Mcdonald’s burger. This could become a popular ad that gets people talking about Burger King again.
- Burger King has an app that offers some perks but I think that if they expanded on this by creating a loyalty program it could drive sales. The loyalty program would allow you to rack up points for free food. Loyalty programs help bring in business and make your customers feel like they are being taken care of.
- Why do you believe consumers prefer the top dog over the underdog? Which do you prefer, and why?
I honestly believe that in today’s world most people side with the underdog than the top dog. I think people today want to see the underdog win and steal the show. Personally, Mcdonald’s has the better fries so maybe that’s the secret…
Devin's Blog 