Thirty years ago, the market for chicken was perfectly competitive. Then, Frank Perdue started marketing chicken under his own name.

How do you suppose Perdue created a brand name for chicken? What did he gain from doing so?
What did society gain from having brand name chicken? What did society lose?

http://en.wikipedia.org/wiki/Perdue_Farms

that doesnt really help me out with the question, but thanks

Creating a brand name for chicken like Frank Perdue did involves a series of marketing strategies and actions. Here are the steps he may have taken to establish his brand:

1. Product Differentiation: Perdue likely focused on distinguishing his chicken from competitors by emphasizing specific qualities, such as its taste, tenderness, or organic nature.

2. Advertising and Promotion: Perdue likely invested in advertising campaigns to build awareness and recognition of his brand. This could include TV commercials, print ads, social media promotions, and more.

3. Packaging and Labeling: Creating distinct packaging and labeling designs can help the brand stand out on store shelves and convey the quality and identity of the product.

4. Quality Control and Consistency: To ensure customer satisfaction and build trust, Perdue likely implemented strict quality control measures to maintain consistent and reliable chicken products.

By creating a brand name for chicken, Perdue gained several advantages:

1. Differentiation and Competitive Advantage: A unique brand name allowed Perdue to distinguish his chicken from other generic or unbranded options in the market. This helped attract customers who associated the brand with specific qualities they desired.

2. Customer Loyalty and Repeat Purchases: By establishing a reputable brand, Perdue could develop customer loyalty. Satisfied consumers are more likely to become repeat customers, increasing revenue and market share.

3. Higher Pricing Potential: A strong brand reputation can justify higher prices, as customers may be willing to pay extra for perceived quality, consistency, and trust associated with the brand.

From society's perspective, having brand name chicken came with both benefits and drawbacks:

Benefits of brand name chicken for society:

1. Quality Assurance: Brands often invest in quality control measures, ensuring that their products meet specific standards. This gives consumers confidence in the consistency and safety of the chicken they purchase.

2. Improved Variety: Brand names often offer different varieties of chicken, such as organic, free-range, or specialty cuts. This expands consumer choices and caters to various preferences and dietary needs.

3. Economic Growth and Employment: Successful brand names like Perdue create jobs in production, marketing, distribution, and other related industries. They contribute to economic growth by generating revenue and supporting local communities.

Drawbacks of brand name chicken for society:

1. Higher Prices: Branding may lead to higher prices compared to generic or unbranded chicken. This can affect access for lower-income individuals or families who cannot afford branded products.

2. Consolidation and Market Power: The rise of big brand names can result in market concentration, reducing competition and potentially limiting choices for consumers.

3. Environmental Impact: Increased branding often goes hand in hand with larger-scale production methods, leading to potential environmental consequences like increased resource usage or pollution.

In summary, Frank Perdue likely created a brand name for chicken by focusing on product differentiation, advertising, quality control, and packaging. The benefits of brand name chicken for society include quality assurance, improved variety, and economic growth. However, drawbacks include higher prices, market consolidation, and potential environmental impact.