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...

Moreover, the idea of acting like a good citizen may be outlined by the famous "Guest Grillers," a concept through which BD allows different organizations to raise funds. Such was the case of the Royal Oak Children's Choir who managed to raise 2000$ in three hours thanks to the participation of the city's current mayor and four previous mayors who accepted cooking together with the BD personnel. Another social project is Team Mongo, a team of marathon runners and triathletes, sponsored by BD.
Although less prominent than in BD's case, the concept of social involvement is also found in the P.F. Chang's brand image as a result of both the donations made to the Leukemia & Lymphoma Society and the foundation of P.F. Chang's Tier I Hockey Organization, dedicated to "helping AAA level hockey players realize their athletic dreams."

In conclusion, after reviewing the profile of the two organizations, one may assert that BD's brand image is a melting pot incorporating the philanthropic perspective and the attempt to personalize the client by transforming him into an active participant, while P.F. Chang's image consists of social involvement, releasing clients from all concerns and offering a nutrition in complete harmony with the human body.

Bibliography

http://www.gomongo.com/.Last retrieved on October 31, 2006 http://www.pfchangs.com/.Last retrieved on October 31, 2006