Brand Positioning2 - Assignment Example

Comparisons of Brand Positioning of Subway and McDonalds Comparisons of Brand Positioning of Subway and McDonalds Brand positioning denoted denotes the customer’s perception of a certain brand. Depending on the marketing strategies adopted by a certain brand and its approaches of attracting the target market, a brand develops an image used by the customer/the target group to describe it. Brand positioning is a critical aspect because the customer’s perception of the product determines the rate of purchase.

Subway and McDonalds are both renowned brands struggling to establish a niche in the market. Notably, McDonalds has existed or a long time and has established branches in 119 countries (Clow & Baack, 2005). McDonalds considers itself a leader in the fast food industry. A close analysis of the perception of the customers regarding McDonalds, it emerges that many customers view McDonalds as the leader it has determined itself to be. This is because many customers are aware of the famous burgers sold at McDonalds, the effective delivery system and the specious eating joints.

There is a global loyalty to McDonald’s products to those who are used to the companys fast food (Hicks, 2004). On the other hand, the emergence of Subway, which is threatening to attain the leading position in the provision of healthy fast foods has affected McDonalds positioning in the recent past. The emphasis on healthy eating and the desire for people to prevent non-communicable diseases through healthy eating has contributed to the positive perception of the Subway brand. This is because Subway delivers fast foods, but is conscious of its customer’s health needs.

Despite the challenges Subway faces such as limited space in the joints, its concentration of the consumer health needs has served to make it an outstanding brand. From this description, it is evident that, customer’s view the competitors differently. For Subway, customers perceive the brand as a solution to healthy eating, especially for people who love fast foods. On the other hand, McDonalds has been viewed as unique because of the long time presence in the market (Lesser et al, 2013). ReferencesClow, K. E., & Baack, D. (2005). Brand positioning.

Concise Encyclopedia Of Advertising, 21-22.Hicks, R. (2004). Im lovin it helps McDonalds to rebuild customerrelevance. Campaign (UK), (33), 20.Lesser, L. I., Kayekjian, K. C., Velasquez, P., Tseng, C., Brook, R. H., & Cohen, D. A. (2013). Original article: Adolescent Purchasing Behavior at McDonalds and Subway. Journal Of Adolescent Health, 53441-445. doi:10.1016/j.jadohealth.2013.02.014