Look for the Golden Arches!!

McDonald’s - The fast-food giant

World’s leading

hamburger fast-food

chain

More than

36000restaurants

….in over 119

countries 70 million+ lovin’ it

daily

McDonald’s–The foundation…..

RICHARD McDONALD & MAURICE McDONALD

The restaurant was started as ‘McDonald’s Bar-B-Q’, a Drive-In restaurant by two brothers Richard & Maurice in San Bernardino, California, USA in 1940.

McDonald’s– owned by Ray Kroc

Ray Kroc, a simple multi-mixer salesman franchised a restaurant from the brothers and named it McDonald’s in 1955.

They offered simple foods such as the famous ‘15-cent hamburger’.

McDonald’s– The promise…

Quality

Service (30 sec

delivery)

Cleanliness

Value

Building Brand Equity Building the right brand knowledge with right consumers i.e. families and

kids.

Building Brand Equity Choosing Brand Elements

LOGO MASCOT TAGLINE

Appealing, likeable, memorable, short, protectable

Building Brand Equity Leveraging Secondary Associations

used as remembrance factors

Building Brand Equity Internal Branding

The brand promise can’t be delivered unless every employee lives the brand

Measuring Brand Equity Brand Valuation

9th Most Valuable Brand 2016 as per Forbes Magazine

Managing Brand Equity Brand Reinforcement

Consistently convey the brand’s meaning in terms of its products, core benefits and audience, needs satisfied and its power.

‘Less is more..’

Managing Brand Equity Brand Revitalization

“..we got distracted from the most important thing: hot, high-quality food at a great value at the speed and convenience of McDonald’s”

Back-to-the-basics after restaurant expansion and brand value started failing.

Refocus on core value delivery at every step of service.

Greater emphasis on satisfying customer needs and customer needs only.

Managing Brand Equity Brand Revitalization

Global Market Growth Strategy Franchising

In 1980s and 1990s, the company was opening around 2000 restaurants per year all over the world !!

Brand Strategy Product Line & Category Extensions

Within the current serving categoryBrand entering different product

categoryAlso Adapting to local tastes,

cultures and environment

Risks to the brand

Emerging Competition

Health risks

Side-effects of franchisingIndirect Dilution of brand value

Services below specified standards

Untrained and unskilled staff

Thank You

Summary

Disclaimer

This PowerPoint presentation has been created by Pratyush Singh, MIT Manipal during an internship in Marketing under Prof. Sameer Mathur, IIM Lucknow