Question

Select a brand you know well and xplain what might be source of its brand equity?What can you say about the strength ,favorability and uniqueness of its assocations?

Answer 1

The Brand that I select is Dominos Pizza. This is perhaps one of the Companies in fact engages successfully in Franchising and is one of the America’s largest food chain stores. Operating globally, although a challenge for Dominos, however, the Organization believe that in the local markets of America, its competition is the most from various leading competitors including Papa John and Pizza Hut. In terms of its global market, the Organization is said to have witnessed relative lesser competition.   Hence in order to distinguish itself from the global competitors in their field, Dominos is emphasizing more upon building its brand equity, expanding its products offered in such markets, modernizing of store and state-of-art industry-leading digitization initiative.

The key to the success of Dominos globally is its knack to understand the local area and its ownership criteria. This is its strength. It is favored because of its cost-effective franchises in the global market owing to the concept of its business developed mainly upon delivery than dining in, thus ensuring smaller and simpler business outlets for operations. The online and mobile ordering facilities offered by Dominos are another key of its success in the global markets.

The uniqueness of the brand could be comprehended by that of Domino’s AnyWare which was a campaign set up to assist people to order food from various different modes. Such modes included Tweet, Ford Sync and even the usage of Smart TV and Watches which were initially never sorted before. The campaign became a possibility mainly because two years back, the Company had saved the Pizza profiles of its customers, storing their personal data, payment information and their Easy Order. They specially dedicated a website on AnyWare campaign and promoted the same through press releases and national campaigns. This IMC efforts helped Dominos to make convert half of their business into the digital sales.