A Comparative Study Of Customer-Based Brand Value Between Mcdonald And KFC

Along with the development of globalization, competition among enterprises becomes more and more intensive. Because it becomes more and more difficult for companies to differentiate their products, more and more companies have realized the importance of brand and its value. Hence, the study of theories and methods of brand value and its measurement has become one of the hot topics for both academia and companies. Based upon Keller and Aaker's theoretical framework and models of brand value evaluation, incorporating characteristics of domestic fast food industry, this thesis developed a customer-based measurement framework to evaluate the brand value of McDonald and KFC and empirically conducted comparative analysis. First, this research tested the reliability and validity of the variables; second, comparatively analyzed the performance of each brand on every measurement variable; third, applied principal components method to estimate the effect of each variable to brand value; fourth, applied hierarchical methods to estimate the weights of each variable and compared the differences of brand value.This thesis is an explorative empirical study of the sources and measurement of brand value for the fast food industry. Hopefully the research methods and conclusions are of some reference value to research and practice of branding in the fast food industry.