Brand Management of Bd\'s Mongolian

Brand management of BD's Mongolian Barbeque vs. P.F. Chaing

Both BD's Mongolian Barbeque and P.F. Chang are U.S. based organizations acting within the framework of the food industry, focused on the specific traits of the Mongolian and, respectively, Chinese cuisine. Despite having the same activity profile, their brand image is built through different levers that highlight each company's personality and positioning aim.

In order to discuss the parallelism between the two organizations, a primary aspect that one could mention refers to the ingredients which make a brand unique.

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/).Thus, the main emphasis is on the customer seen as an individual who wants to stand out rather than a part of a drove, generically called "clients." On the other hand, BD's specificity is also provided by the conspicuous resemblance existing between the style of a culinary journey, in a BD restaurant, and the manner in which Genghis Khan's warriors or Mighty Khan's haunters used to eat. For instance, a proof showing BD's strongly enrooting in Mongolian history is the design of BD restaurants "out in the open, on a large round stone grille" (http://www.gomongo.com/),reminding of Mongolian ancestors.

Unlike BD's idea of converting clients to highly-motivated participants in the cooking process, P.F. Chang focuses on diligently serving its customers through a competent, reliable staff who is always ready to guide clients when these are at a loss. P.F. Chang's uniqueness is mainly based on the Chinese cultural background whose essence is expressed by the company's goal:"attaining harmony of taste, texture, color, and aroma by balancing the Chinese principles of fan and t'sai. Fan foods include rice, noodles, grains, and dumplings, while vegetables, meat, poultry, and seafood are t'sai foods" (http://www.pfchangs.com/).

Another item that contributes to P.F. Chang's brand personality is the major role of the wine list presenting wines arranged from "the highest to the most intense." This transforms Bacchus' liquor into a drink accessible to all consumers.

P.F. Chang's brand image is also completed by the company's preoccupation with ensuring the proper nutrition for each type of client. This principle explains the "gluten free menu" addressing to people intolerant with this substance and the "training table menu," oriented to people taking part in energy-consuming events who need a higher energetic value.

In contrast with BD, P.F. Chang's creative strategy doesn't abound in slogans highlighting its uniqueness. It prefers statements that focus on the high quality of services and the pleasure of serving the clients rather than urging clients to action:" We're truly glad you're here and will do everything we can to make you want to come back again!"(http://www.pfchangs.com/).In this context, a possible recommendation for enhancing BD's brand image could be the presence of serving personnel, dressed in a traditional Mongolian style, who will help those customers interested in testing Mongolian dishes without taking part in their cooking.

To conclude with, in terms of positioning, 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.

Another issue which aims to increase brand equity refers to the tools a company uses for gaining customers' loyalty. For example, BD invites clients to join Club Mongo for receiving information on promotions, news, events. As a reward, the clients will receive a gift when signing up and something special on their birthday.

A tip for higher brand equity may also refer to increasing brand awareness. At this chapter, both BD and P.F. Chang make use of the gift cards that you can buy in order to reward someone dear by offering him/her an experience in a BD or P.F. Chang restaurant.