In conclusion, I would like to stress that I hope everybody will like my presentation and get a benefit from it.

Nastya Suenkova

Master Card

MasterCard had its origins in the late 1940s when several U.S. banks started giving their customers specially-issued paper that could be used like cash in local stores. The Franklin National Bank in New York formalized the practice by introducing the first real credit card in 1951.

Back in 1997, MasterCard didn't stand for any one thing. It had run through five different advertising campaigns in ten years and was losing a lot of business.

For Mastercard worked McCann-Erikson advertising agency to develop the highly successful 'Priceless' campaign. The positioning created by 'Priceless' allowed MasterCard to integrate all its other campaigns and marketing practices within the U.S.

MasterCard is an integral part of America’s love affair with sports through the company’s sponsorships, which not only increase brand awareness but also bring the convenience of contactless payment to sports venues across the country.

Through the thousands of financial institutions that issue MasterCard products, the company markets a strong portfolio of credit, debit, and prepaid payment options: Personal credit cards, Personal debit cards — Standard, Gold, and Platinum. Prepaid cards for gifts or personal use.

Success of the brand is built on a solid foundation—namely, our business model as a franchisor, processor and advisor.

Today, Mastercard continues to drive the evolution of payments by promoting new, safer, and more convenient ways to pay, accelerating the displacement of cash and checks, delivering increased value to all of our constituents, and advancing commerce in established and emerging markets worldwide.

Coffee brake

Sofia Simakina

KFC: all-inclusive branding

The presentation is aimed to reveal the idea of KFC vision to the new members of the company. It contains information about all attributes of branding that create Brand Identity.

First of all, it is spoken about the heritage which Colonel Sanders left to the brand. This personality has made a great impact to the KFC standards and philosophy in whole. The main value of the company is of course the taste of the food - the delicious, satisfying, one-of-a-kind taste of the chicken. Unique product features positioning is based on signature recipes, freshly prepared real chicken and leadership quality. All these are intended to appeal to young people, who are the main target audience.

Secondly, the members are exposed to brand personality and the level of service they need to correspond. On the one hand, they should be energetic, fun loving, youthful and social, while on the other, they must not forget to dedicate to quality and be attentive, prompt and innovative.

Finally, there are mentioned KFC symbols – the powerful icons that consumers connect with. They are implemented into special design of the restaurants. The atmosphere created in the place should invite and welcome guests to enjoy company’s world class chicken in an informal, comfortable environment.

The presentation is well organized and complete: in conclusion all information is summed up. Moreover, the main message of the brand is carried out.

Pustovit Daria

Burger wars : McDonalds vs Burger King

This theme is about brand wars. In the first part of my presentation I will analyze the numbers , sales, revenue, the amount of restaurants and the number of countries in which the researched cafes are located. I will also analyze the experience and professional level of the employers of these restaurants in US. Secondly, I will compare the menu and food in Mcdonalds and in BK. Thirdly, I will give the information about the tastes of the food from this companies (these numbers I have taken from social forums and statistic datum).

After that I will tell about the beginning of the war, the development. Then I will speak about the strategies and plans of all companies. Actually I will try to show the most interesting situations in this war ( Germany ad of Mcdonaldsvc BK). Furthermore I will narrow about MCdonalds vs BK in Russia and explain why Russian Bistro have failed. In conclusion the information about winners nowadays and the prospects of brand positioning will be given.