Provide your friend with six key branding strategies to ensure your friend’s local business can maintain market share while competing with Domino’s Pizza, the global brand.

Instructions:

You are required to answer BOTH questions.  The word limit[1] for each question is 1,000 words.

Question 1

Using B2B (business-to-business) brand equity theories and concepts, evaluate the extent to which you agree or disagree with the following quote:

“Industrial firms that are able to create a trustworthy brand identity for their product or service can achieve the degree of differentiation and reputation that can be the difference between success and failure when serving their B2B (business-to-business) customers”.

 (McQuiston, 2003, p 345)

Question 2

A friend who manages a family owned local pizza parlour is seeking your advice. Apparently, a Domino’s Pizza has moved into the neighbourhood. Provide your friend with six key branding strategies to ensure your friend’s local business can maintain market share while competing with Domino’s Pizza, the global brand.