. The process of building brands ( Burger King ) from vision to evaluation
2.How the company‘s focus on maximizing customers product and service experience functional vs. emotional benefits?
3. Is Burger King in touch with their customer‘s tastes, market conditions and trends?
4.Who are their target customers?
5. What is their price strategy in term of positioning and is it the right one? Are they based on consumer perceptions of value?
6. Is burger king properly positioned, how they were positioned in the presented timeframe and what is the current situation. What are their competitive points of parity, points of difference?
7. Are they trying with the corporate brand to create an umbrella for introduction of new brands and product categories in the portfolio?
8. What kind of marketing activities is BK making in order to build equity?
9. How BK monitors sources of brand equity and it’s success?
10.Analyze competitors products, marketing tactics, external internal success factors.
