Brand Gap Analysis for Burger King ( 2 or 3 pages max including the reference list) revitalization of BK as an ailing brand present on the market and surpassed by its competitor McDonalds
the brand gap analysis allows organizations to determine how to best achieve their business goals. It compares the current state with an ideal state or goals,which highlights shortcomings and opportunities for improvement. The Burger King brand gap analysis should provide general goals as a basis for the research.The research paper should focus on analysis and presentation of the full process of strategic brand management answering of the following questions:
1 . The process of building brands ( Burger King ) from vision to evaluation
2.How the company‘s focus on maximizing customers product and service experience functional vs. emotional benefits?
3. Is Burger King in touch with their customer‘s tastes, market conditions and trends?
4.Who are their target customers?
5. What is their price strategy in term of positioning and is it the right one? Are they based on consumer perceptions of value?
6. Is burger king properly positioned, how they were positioned in the presented timeframe and what is the current situation. What are their competitive points of parity, points of difference?
7. Are they trying with the corporate brand to create an umbrella for introduction of new brands and product categories in the portfolio?
8. What kind of marketing activities is BK making in order to build equity?
9. How BK monitors sources of brand equity and it’s success?
