The Brand Asset Valuator (BAV) model states that there are four key pillars (components) of brand equity. Using the four pillars, evaluate the brand equity of Carl's Junior.
Differentiation
What sets Carl´s Jr.® apart from other fast food restaurants (brand equity) is its emphasis (product differentiation) that their burgers (bigger portioned) are charbroiled over an open flame (taste), the free flow of drinks, along with a condiment bar, 14 types of sauces and a range of salads; giving it competitive edge over competitor offerings by providing something different. Thus, contributing to its reputation for great tasting food, and the company has since evolved into one of the major players in the quick service industry. (Carl´s Jr.® Singapore 2006)
As a result, Carl´s Jr.® is able to command premium prices, unlike competitors such as Macdonald’s and Burger King: from $4.20 for its cheapest burger (Carl's Catch) and up to $8.50 for its expensive burger (Double Guacamole Bacon Cheeseburger) (Mak 2005). The steadily increasing number of outlets in Singapore (from 2 outlets in 2005 to its current 4 outlets), is an indicator of brand vitality (Carl´s Jr.® Singapore 2006).
Relevance
Carl´s Jr.® has managed to establish itself as “the place to go for juicy, premium quality charbroiled burgers” (Carl´s Jr.® Singapore 2006). The appeal of bigger (portioned) hamburgers... Read more>>
