PROMOTIONAL
MAGAZINE
ASSIGNMENT
BRAND ANALYSIS :::::: McDONALDS u CHIC KEN LICKEN
u VOLVO ::::::::::::::::::::
:::::
O P T IO N
1
McDONALDS
u WIMPY u STE ERS u KFC ::::::::::::::::::::::::::::::::::::::::
B R A N D P O S IT IO N IN G u YOUTH (MOSTLY CHILDREN) & FAMILIES u FUN PERSONALITY (E.G. McDONALD’S CHARACTERS & CARTOON MERCHANDISE) u COMFORT FOOD
BRAND ARCHETYPE u MAGICIAN u JESTER u VISUAL BRAND: CARTOON WORLD
FOCUS OF BRAND u “BE OUR CUSTOMERS’ FAVORITE PLACE AND WAY TO EAT” u PLAYFUL & EXPLORING EXPERIENCE u “I’M LOVING IT”
O P T IO N
2
VO LVO C A R S u BMW u MERC EDES BENZ
:::: u AUDI u LEXUS ::
B R A N D P O S IT IO N IN G u MOSTLY FAMILIES & UNIQUE YOUNG PEOPLE u SOCIAL & PASSENGER RESPONSIBILITY u PEOPLE-CENTRIC, THEREFORE MAIN FOCUS: SAFETY
BRAND ARCHETYPE u CARE-GIVER u EXPLORER u INNNOVATION, BEAUTY & FUNCTIONALITY
FOCUS OF BRAND u HARMONY BETWEEN DRIVER, PASSENGER & ENVIRONMENT u “LIFE IS BETTER LIVED. TOGETHER” u “FOR LIFE“
O P T IO N
3
CHICKEN LICKEN
u STEERS u KFC u NANDO’S ::::::::::::::::::::::::::::::::::::
B R A N D P O S IT IO N IN G u YOUNG AND OUTGOING (AFROCENTRIC BRAND PERSONALITY) u UNIQUE TASTE EXPERIENCE u VALUE FOR MONEY
BRAND ARCHETYPE u JESTER u LOVER (SEXINESS) u HOMELY & INVITING
FOCUS OF BRAND u SOCIAL, HUMOUROUS PERSONALITY u TASTE EXPIERENCE, WARMTH, AUTHENTIC OLD REMNANTS u “SOUL FOOD“
T H A N K YO U !