Jollibee's competitive advantage

When asked about a strong local brand, first thing that popped in my mind was Jollibee. For one, the fact that it is one of the top local brand names that would usually be recalled by people is indicative of its competitive advantage in the “brand” space. In addition, the brand has been in the industry for 35 years now, establishing its brand in the market as Philippine’s number 1 food chain while making it known to Filipinos from different generations across the globe. The brand is also associated with dependability as more people rely on being able to get quick and cheap Filipino meals from every Jollibee store. More so, the ability of Jollibee to adopt and revolutionize the American fast food concept while catering to Filipino taste contributes to the uniqueness and individuality of the brand which is embraced by Filipinos and other nationalities all over the world, creating a strong clientele not only within the domestic territory.