For a finite set of points S, the (monochromatic) Reverse Nearest Neighbor (RNN) rule associates with any query point q the subset of points in S that have q as its nearest neighbor. In the Bichromatic Reverse Nearest Neighbor (BRNN) rule, sets of red and blue points are given and any blue query is associated with the subset of red points that have it as its nearest blue neighbor. In this paper we introduce and study new optimization problems in the plane based on the Bichromatic Reverse Nearest Neighbor (BRNN) rule. We provide efficient algorithms to compute a new blue point under criteria such as: (1) the number of associated red points is maximum (MAXCOV criterion); (2) the maximum distance to the associated red points is minimum (MINMAX criterion); (3) the minimum distance to the associated red points is maximum (MAXMIN criterion). These problems arise in the competitive location area where competing facilities are established. Our solutions use techniques from computational geome...