El marketing de Mc Donald’s esta organizado, segun sus consumidores, familias. Su estrategia es, ser la primera en el mercado, intensa publicidad y establecerse lo mas pronto posible. Su slogan, “Me encanta”. Los “Arcos Dorados” son su logotipo creado por Jim Schinder en 1960, eran dos arcos atravesados por una linea. Entre los arcos, a veces se usa el slogan. La prioridad de Burger King es acercarse y conocer sus clientes, el 80% de la clientela son familias. En 1954 te- nian logotipo simple, solo su nombre, 1990 su nombre en letras rojas, intercalado con mitades de pan de hambur- guesas. Luego agrega un remolino azul, dando un aspec- to mas contemporaneo. Sus Productos innovadores, aparece “Whopper” su producto estrella y luego el servicio “Auto King”. La marca creo su propia cualidad, sabrosas hamburguesas cocinadas a fuego lento. Coca Cola Comenzo como farmaco para problema gastrico, se convirtio en una bebida azucarada en los anos 20. Su logotipo siempre ha sido solo su tipografia. Es consumida en 200 paises y distribuye en botella propia. En 1898 se creo Pepsi Cola como medicina de dispepsia, en 1902 se registro y fue fundada como empresa. Su logotipo, era solo el logo en la tapa de botella sus colores blanco, rojo y azul, luego aparece el “Globo de Pepsi”, Fue la primera vez que se aprecio el logo sin la tapa de botella.PALABRAS CLAVES: Competencia, Franquicias, Innovacion, Marketing, Publicidad.ABSTRACT Mc Donald’s marketing is organized, according to its con- sumers, families. Its strategy is to become the first in the market, intense publicity and set up as soon as possible. Their slogan, “I love it”. The “Golden Arches” are their logo created by Jim Schin- der in 1960, were two arches crossed by a line. Someti- mes the slogan is used. Burger King’s priority is to get closer and meet its cus- tomers, 80% of the clientele are families. In 1954 it had simple logo, only its name, 1990 its name in red letters, among halves of hamburger bread, Later Burger King ad- ded a blue twister, giving a more contemporary look. Its innovative products, appears “Whopper” its product star and later the service “Auto King”. The brand created its own quality, delicious burgers cooked over low heat. Coca - Cola Started as a drug for gastric problem, it became a sugary drink in the 1920s. Its logo has always been just its typography. It is consumed in 200 countries and distributed in its own bottle. In 1898 Pepsi - Cola was created as medicine for dyspepsia, in 1902 it was registered and founded as a company. Its logo, it was only the logo on the bottle cap its colors white, red, and blue, later appears the “Pepsi Globe”, It was the first time people appreciated the logo without the bottle cap.KEY WORDS: Competition, Franchises, Innovation, Marketing, Publicity