To conclude with, in terms of positioning, the BD brand is perceived as offering a dynamic, unconventional, imagination supporting experience, while the P.F.Chang brand is seen as a symbol for culinary harmony, qualitative services, and concern for the client's nutrition requests or needs.
Another issue which aims to increase brand equity refers to the tools a company uses for gaining customers' loyalty. For example, BD invites clients to join Club Mongo for receiving information on promotions, news, events. As a reward, the clients will receive a gift when signing up and something special on their birthday.
A tip for higher brand equity may also refer to increasing brand awareness. At this chapter, both BD and P.F. Chang make use of the gift cards that you can buy in order to reward someone dear by offering him/her an experience in a BD or P.F. Chang restaurant.
In addition to a company's USP, a major pillar of the brand image is the organization's behavior in the community. With respect to this subject, BD's equity relies significantly on social involvement, an aspect outlined by one of the mission's statements: "operate an environment that is "Friends taking care of friends" (http://www.gomongo.com/).Acting in the spirit of the value above, Billy Down, the president of BD, opened a restaurant in the Mongolian capital of Ulaanbaatar, in order to contribute to the country's economic recovery after the fall of the communist regime, by offering jobs...
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