This comes from the positioning theory, and its basic principle is: don't create anything novel and unusual, isolate the market and operate differently. Advertising goal: to make a product or brand occupy a favorable position in the hearts of consumers. Advertising demand: focus on narrow goals and determine the position in consumers' minds. Using research to find a unique market positioning (this is the market entry point) and using advertising to win a very favorable competitive position, creating the first place in the market and achieving preconceived results. McDonald's and KFC, BMW and Mercedes-Benz, Nike and Adi are all like this. This is also a way for them to advertise. As competitors, they launch different products to attract customers of different ages and levels to patronize their brands. As far as the two brands are concerned, the order of appearance is still sequential, and KFC appeared earlier than McDonald's. It is the best and most powerful means of competition to put McDonald's across from KFC. As the saying goes, McDonald's can't compare with the old KFC. He can't make his own brand the same as KFC. For example, the difference between them is that KFC is mainly fried chicken, McDonald's is mainly pig fort diversity, KFC is Pepsi, McDonald's is Coca-Cola, and so on, the same and different places, thus positioning their consumption positioning in the market. Let's go back to the theory mentioned above. Wherever KFC opens, McDonald's will advertise in the same position and keep pace. The reason why these two companies can exist in the market is precisely the difference between them. McDonald's has grasped the foundation of positioning theory, so as not to make its products similar to KFC and unable to occupy the market. Driving next to KFC can better explain the difference between him and KFC. When faced with two hamburgers, people often make different choices. There is always one that they want and need. Similarly, why is Dicos not as well-known as McDonald's? I think it's also because the goods between them (and KFC) are too similar. ...