Companies using their brand as a competitive advantage

Chick-fil-A: By developing the idea of eating healthily, Chick-fil-A has taken on the consumer. They provide a full menu of nutritious meals based on chicken as an alternative to typical fast-food establishments, which tend to provide beef-heavy fare. They will survive into the twenty-first century if they adapt to changes in the fast-food sector and continue to provide excellent customer service while concentrating on the demands of the client. Fast food restaurants are popular because they offer customers a variety of foods and a satisfying dining experience. Some fast-food restaurants, including Popeyes and Kentucky Fried Chicken, only sell chicken. Yet because these businesses don’t offer products for health-conscious consumers, Chick-fil-A has a monopoly on that market.

Target: Among its rivals, Target is the business that stands out the most. It is regarded as the most recognizable due to its distinctive bullseye logo and red mascot dog, which help customers recognize it. Target has been able to distinguish itself from its competitors through branding. When it comes to shopping at outlet malls and not feeling like you’re in a mall, you’re setting the bar high. Target doesn’t strive to appeal to everyone because its market is young families. Target has been successful in launching its trademark brands in recent years, which include clothing and home goods. Target can outlive businesses like Amazon and Walmart if it can continue to focus on its target market and grow its brand.

Starbucks: The uniqueness of its products gives Starbucks a competitive edge. The “Starbucks Experience” is what they refer to as their great customer service and premium coffee. The emphasis extends beyond excellent customer service to include well-designed establishments with a pleasant ambience and knowledgeable employees. With its extensive global network, superior quality, and strong brand identity, which I consider to be some of its key characteristics, the corporation has established a clear edge. Starbucks has a welcoming atmosphere where everyone is made to feel at home. Starbucks has successfully marketed itself and produced a good that you can use at home. This business will outlive its rivals in the twenty-first century.

Describe the consequences you think the capabilities of the internet will have on the brands you mentioned in the preceding conversation and what you think the brand owner should do as a result.

Today’s world has internet capabilities, which benefit all of the firms I’ve selected. Starbucks has made use of the internet and mobile apps so that you can order coffee or other drinks for pickup or convenient service in one of its locations while you’re on the go. Chick-fil-a customers can order catering for pickup or delivery via their mobile app and online ordering system. Making it convenient for its clients will aid Chick-fil-a in growing its clientele. Targets use the internet largely to place online orders and create registries for weddings and baby showers.

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Many companies use their brand as a competitive advantage.

Given your knowledge about the global economy:
Identify three (3) brands likely to remain a source of advantage in the 21st century and explain why.
Explain the effects of the Internet’s capabilities on the brands you identified in the previous question and what the brand’s owner should do in light of them.

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