McDonald’s
Brand Equity
About
4nd largest
Employer
Largest
Fast Food
chain
Serves
7
million
people
daily
Presence
in 119
countries
McDonalds Timeline
Opening :1940
Golden Arches : 1962
Big Mac : 1968
Presence: 119
countries
According to Forbes Magazine
McDonalds is the worlds 9th most valuable Brand
Brand Building….
HOW ??
Brand growth
HOW??
Challenges….
WHAT ??
WHERE?? Does Brand Stands Now
Building the brand : McDonalds
Food
Menu
Brand
ElementsAdvertising Values
McDonalds Brand Elements
Features of McDonald’s Brand Elements
Memorable
Likable Protectable
Adaptable
World Famous
Food Menu
Burgers
Snacks
Deserts
McCafe
Advertising
Ronald
McDonald
Unique messages
Other
Characters
Billboards
Customer
McDonald’s Core Values
McDonalds Brand Growth
Product
Extension
Adapting
to local
needsGlobal
Expansion
McDonalds Brand Growth
Social
Work
Connecting
with
customerssInternal
Branding
ChallengesAggressive expansion
Deviation from core values
Lack of training
Challenges
Unhealthy food
Disliking of Products
Competition
Strategy for Revival
of McDonalds
Plan to win New Menu5 P’s
Revitalization of Mcdonalds Brand
Healthy Options
Technological
Developments
Precise Segmentation
Present Condition of Brand
People are
Lovin it
Record
revenue of
27B in 2012Continuously
expanding
globally
Successful introduction
of new products
Changing food habitsUsage of technology
for future growth
Maintaining price value of products
New market segments and customers
RISKS & Opportunities
Brand Challenges
Brand Strategy
Brand Revitalization
Brand Building
Brand Growth
DISCLAIMER
Created by Shreyas Chavan, IIT (ISM) Dhanbad ,during a
marketing internship, by Prof. Sameer Mathur ,IIM Lucknow.