Brand Images

Paper Summary:

The paper compares and contrasts BD's Mongolian Barbeque with the P.F. Chang restaurant. The paper explains that both restaurants are based in the US, acting within the food industry, and focus on the specific traits of the Mongolian and Chinese cuisine respectively. The paper further explains that the BD brand is perceived as offering a dynamic, unconventional, imagination-supporting experience, while the P.F.Chang brand is seen as a symbol for culinary harmony, qualitative services and concern for the client's nutrition requests or needs. The paper also examines the tools these companies use for gaining customer loyalty.

From the Paper:

"BD's Mongolian Barbeque's unique selling proposition (U.S.P) derives from a rather ludic profile because it lays a great stress on the idea of "interactive dining experience" (http://www.gomongo.com/) by inviting its clients to create their own stir-fry. Consequently, it targets a segment that is willing to have the initiative of its own meal while relaxing and having fun, at the same time. The idea of breaking routine boundaries and differentiating from other people who are afraid to try something new or unconventional is perfectly outlined by the company's slogans determining to action: "BDifferent! Go Mongo", "Create your own stir-fry!", "BD's is an interactive casual dining experience focused on fun, choice, control" or "You rule the experience" (http://www.gomongo.com/)."

Sample of Sources Used:

• http://www.gomongo.com/. Last retrieved on October 31, 2006
• http://www.pfchangs.com/. Last retrieved on October 31, 2006

More papers on Brand Images:

• Research Proposal # 27696 : "Cultural Dimensions and Brand Imaging"
• Essay # 67547 : "The Effects of Brand Switching"
• Case Study # 110865 : "Brand Reinvention"

APA Citation:

MLA Citation: