10 articles about branding

Article 1: McDonald's Plans Marketing Push as Profit Slides McDonald Corp. plans to push its breakfast menu in the competitive market. Currently, the company’s market sales of breakfast menu which has led the company for 35 years have been decreased because of its competitors such as Taco Bell. Chief Executive Don Thompson announced that the company will emphasize its fresh breakfast menu which means “No microwave deals” to be differentiated from the competitors in the key market which are U.S., Germany, Australia and Japan. Also, the company is planning to focus more on its main menu such as Big Mac and French fries which account for about 40%. The company announced that it is going to try to do more staffing, increasing chains and customizing to meet customers’ satisfaction. These plans will help McDonald’s profits in the future because the company tries to increase the brand’s images by differentiating it from the others. The company also tries to strengthen Points-of-Difference Associations by satisfying customers’ expectation and need more.

Source: http://online.wsj.com/news/articles/SB10001424052702303825604579515802238919732

Article 2: It’s Brooklyn, Basketball and Branding as Nets Head to London A NBA basketball team, Brooklyn Net’s, plans to boost its brand awareness to the world by matching in the foreign countries. As the Basketball has been getting internationally famous, and as many foreign players have come to the NBA, The Nets should find a way to show itself internationally. There are some key reasons. First, the Net’s has three foreign players of Russia, republic of Georgia, and Bosnia and Herzegovina. Second, the team’s another target market, China, has a basketball league and it will be helpful for promoting its brand. Finally, Net’s thinks that international match is helpful for the players because they seldom have a time to meet other family members or even to go trip. This article will