Week 7: Branding for Del Taco and Taco Bell

Branding is defined as the use of a name, term, symbol or design-or a combination of these- to identify a product. With many companies offering similar products, branding is crucial part on gaining market share. Successful branding will lead to more repeat and new customers.

A trademark is protected legal property. A trademark uses only those words, symbols or marks that are registered for use by a single company. Logos and slogans can only be used by the respective country. The quick service restaurant industry is full of popular logos and slogans. Each company, although having similar products have very different branding strategies.

Quick service restaurants Taco Bell and Del Taco use branding very differently. These restaurants are considered the "The Top 50 Fast-Food Restaurants in America" by QSR Magazine.

Taco Bell and Del Taco both specialize in inexpensive tacos. They both have drive-thrus at and have a lot of options for around $1, including breakfast options. Despite these similarities, chances are you have never eaten or heard of Del Taco, but you know Taco Bell. According to a survey of I performed of  10 people, 8 people have eaten at Taco Bell compared to 0 people who have eaten at Del Taco.

Image result for del taco logo
Del Taco's only locations they have in the midwest are in Detroit and only operate in 14 states. They operate in California, Oregon, Washington, Idaho, Nevada, Utah, Colorado, Arizona, New Mexico, Oklahoma, Georgia, South Carolina, Florida and Michigan. According to their website, they have no plan to develop stores in 22 states including Illinois or New York. Because of this, Del Taco has no national advertising.
Image result for taco bell

Taco Bell has locations in all 50 states and worldwide as well. They have 252 locations in Illinois including 26 in Chicago. They have been able to sustain the widespread growth through the corporate backing of YUM! foods. Taco Bell's has a slogan such as "Think outside the bun" and "Live Mas."

Image result for taco bell chihuahua

Taco Bell has the iconic bell logo as well as the chihuahua as a mascot of the company. They have grown through their national advertising as well as the "Steal a base, Steal a Taco" and "Steal a game, Steal a Taco" promotional campaigns with the MLB World Series and NBA Finals.
Image result for steal a game steal a taco


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