Introduction

Brand management includes managing the tangible and intangible characteristics of brand. In
case of product brands, the tangibles include the product itself, price, packaging, etc. While in
case of service brands, the tangibles include the customers’ experience.
It is all about capturing the niche market for your product service and about creating a confidence in the
current and prospective customers’ minds that you are the unique solution to their problem. The aim of
branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the
product, and establish an emotional connectivity with the customers. Branding forms customer
perceptions about the product. Strong brands reduce customers’ perceived monetary, social and safety
risks in buying goods/services. The customers can better imagine the intangible goods with the help of
brand name. Strong brand organizations have a high market share. The brand should be given good
support so that it can sustain itself in long run. It is essential to manage all brands and build brand equity
over a period of time. Here comes importance and usefulness of brand management. Brand
management helps in building a corporate image. A brand manager has to oversee overall brand
performance. In this assignment the brand transformation plan will be developed for a famous fast-food
brand McDonalds.

Company Overview
McDonald’s is one of the most well-known and biggest global corporations in the world today. It is the
leading global service food retailer with over 34,000 fast food restaurants in over 119 countries. The
company estimates that it serves around 69 million people each day around the world.

McDonald’s focuses its business strategies on five elements – People, Products, Place, Price and
Promotion. With these in mind, the company has enhanced and tailored the restaurant experience to
adapt to the needs of their customers worldwide. This business strategy, combined with sound financial
management and financial discipline, has delivered strong results for the company and helped it to
continue its expansion plans (McDonald’s 2013).

McDonald’s utilises a franchise business model in maintaining and expanding its operations. This
business model is credit for much of the McDonald’s’ success and allows the company to ‘deliver
consistent, locally-relevant restaurant experiences to customers and be an integral part of the
communities we serve’ (McDonald’s 2013, p.1). The franchise business models also enables the
identification, implementation and scaling of innovative ideas, which aid in meeting customers’ changing
needs and preferences.

McDonald’s is primarily a franchisor. As of 2010, 80% of the company’s restaurants are franchised.
Almost 59% of McDonald’s’ outlets are conventional franchises; while 21% are licensed to foreign
affiliates or developmental licensees. Around 20% are directly operated by the company (McDonald’s
2013).
In 2012, total revenues reached USD$ 27.5 billion. This is a 2% growth from its 2011 figure. Based on
data for the past six years, the company had the highest growth rate in 2010-2011 at 12%. However, the
company experienced a steep decline the following year, with growth rate at only 2%.

SWOT Analysis
SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and for
identifying both the Opportunities open to you and the Threats a company face. It helps McDonalds
carve a sustainable niche in your market. It can help the company uncover opportunities that it is well-
placed to exploit. And by understanding the weaknesses of the business, McDonalds can manage and
eliminate threats that would otherwise catch you unawares.

More than this, by looking at McDonalds and its competitors using the SWOT framework, McDonalds
can start to craft a strategy that helps it distinguish itself from its competitors, so that McDonalds can
compete successfully in your market.

McDonald’s Strengths
McDonald’s strengths make it a leading contender in the fast food restaurant market. This aspect of the
SWOT analysis shows the internal strategic factors that contribute to organizational viability.
McDonald’s main strengths are as follows:

Strong brand name, image and reputation: McDonalds has built up huge brand equity. It is the no 1
fast food company by sales, with more than 31,000 restaurants serving burgers and fries in almost 120
countries. The image of McDonalds is recognized everywhere. This brand is in top ten of the most
powerful brand names in the world with Coca-Cola, Nokia or GM.

Large market share: McDonalds is considered as the largest player in size and global reach. When
Wendy’s or Burgers King are losing market share in 2006, McDonalds still increases its market share.
Market share of McDonalds in the recent time is about 19% while Yum!Brands is 9% and both Wendy’s
and Burger King is 2%.

Specialized training for managers: McDonalds is very serious on training managers. This company has
its own program to train managers the most professionally, which is called Hamburger University. As a
result, McDonalds has many good managers who can help company development well.

McDonalds Plan to Win: McDonalds customer – focused Plan to Win provide a common framework for
its global business yet allows for local adaptation. Through the execution of initiatives surrounding the
five elements of its Plan to Win – People, Products, Place, Price and Promotion – McDonalds has
enhanced the restaurant experience for customers worldwide and grown comparable sales and
customer visits in each of the last eight years. This Plan, combined with financial discipline, has delivered
strong results for company’s shareholders.

Introduction of new production: McDonalds is considered the first one enter to fast food industry. It
initiates to other brand to enter this industry. As a result, when think about fast food, customers always
remember McDonalds first. In fact, in some big countries, especially in US, McDonalds is the first choice
of a large number of customers.

Technology Innovative: McDonald’s is keeping at the forefront of technology around the globe. For
example, In Brazil McDonald’s is currently studying the installation of Internet access terminals in some
outlets as well as enabling customers to order online. This will create a more efficient process that will
reduce the amount of lag time between a customer’s orders and pick up of the order.

Good marketing strategies: No matter the continent, children and adults know the face of Ronald
McDonald is synonymous with the colossus restaurant chain. This results in wonderful marketing
strategies among management which conducts a very thorough market analysis, resulting in much
success around the globe.

Weaknesses
McDonald’s weaknesses are linked to the company’s market focus, products and processes. This aspect
of the SWOT analysis indicates the internal strategic factors that limit firm performance. McDonald’s
main weaknesses are as follows:

Unhealthy food image: McDonald's has been impacted by negative press like the documentary
"Supersize Me" by Morgan Spurlock in which he contributed our society’s obesity to McDonald's and
other fast food chains. In fact, each McDonalds dishes provides large amount of calories but not too
much nutrition.

Customer looses due to fierce competition: McDonalds has to compete with many strong brand name
in fast food industry such as Wendy’s, Burger King or Yum!Brands. This fierce competition makes
McDonalds loose a large number of customers who prefer favor of other brands.

Problem related to health issue: McDonalds use Trans - fat and beef oil in their food. Although it is not
illegal, it affects badly on customer’s health because Trans – fat is causes of some kind of cancer.
Consequently, a number of customers who care about their health stop eating at McDonalds
restaurants. It makes revenue of company decrease.

Legal action: McDonald’s has been involved in a number of lawsuits and other legal cases in the course.
For example, there are many case which involved with trademark issue. McDonald’s force many others
restaurant, company of just a coffee shop to change their brand name because of keeping “Mc” letters.

Unbalance meals:

Although McDonalds tries to update its menu by healthy criteria, McDonald’s meals are still unbalance.
For example, there are many dishes with chicken (both grilled and fried), bacon, beef, rib or egg.
Besides, just several dishes are salad with vegetable and fruit. Moreover, amount of fruit or vegetable is
not much.

High employee turnover rate: Although McDonalds has many good managers as well as skillful
employees, the turnover rate is still high. Every year many of their employees are fired out of the
restaurants. Moreover, many others quit their jobs, especially part time employees because of low
salary as well as too high working pressure.

Action related to environmental issue: McDonalds uses HCFC – 22 to make polystyrene that is
contributing to ozone depletion. The company has to repair this weakness if doesn’t want to be
criticized.

Dissatisfied Franchisees: Franchisees are beginning to become very dissatisfied with the fees that
McDonald’s are forcing them to pay. As the company continues to expand, they are also increasing
the amount of fees franchisees have to pay for the use of the notorious fast-food brand. Many
people are not very happy about this and as a result many franchisees are selling their businesses.

Opportunities:
Growth of the fast food industry: Fast food industry now is developing significantly. The change of
lifestyle leads to the change in people eating habit. In the past, if just workers, drivers or someone
who had to work busily and didn’t have enough time for a home meal choose fast food; nowadays,
almost people eat fast food and a major of them like fast food very much. It is a huge chance for fast
food brand to increase their revenues, especially McDonalds.

Conservation: McDonald should research green energies and green packaging solutions and
incorporate these finding as a part of their marketing strategies and advertisements.

Globalization, expansion in other countries :McDonalds has more than 31,000 restaurants serving in
almost 120 countries. Of the 31,000 restaurants, at least 14,000 are in US. However, now, because the
care of McDonalds about favors and cultures in each countries it enters, McDonalds can open more
restaurant in new areas such as China or India – the countries which culture influences on people
lifestyle deeply. They are very potential markets. The expansion of these areas is big opportunities For
McDonalds.

Low cost menu is preferred by large number of customers: With low cost menu, McDonalds can
attract customers who just have low income. This segment makes up a fairly remarkable part, especially
in the recent time, when global economic is struggling. It is not difficult for McDonalds to apply low cost
menu on all restaurants.

Appearance of freebies and discounts: Discounts given on every food item may help them gain more
customers. Moreover, a new trend is rising among customers that they like freebies and discounts, even
when they don’t need it or don’t use these freebies after.

Diverse tastes and needs of customers Customer’s tastes now become more diverse. As a result, they
require new format of service in order to satisfy them. McDonalds, with new format of business such as
McCafe, it can attract new segment of customer; for instance civil service, who prefer coffee as well as
want to use Wi-Fi to work when drink coffee.

Growing health trend among the customers: Although people concern about how McDonalds
influence badly on their health, it is also a chance for McDonalds. This company can develop new
products, specifically fresh burger or healthy dessert.
Threats:
Intensity competitors: Along with the development of fast food industry, there are many new fast food
brand enter to the market. It is nothing to say if there is no strong brand which can compete with
McDonalds. However, in fact, there are some and they are stronger gradually, for example Yum!Brands,
Wendy’s or Burger King. Although market share of these brand are lower than McDonalds, they try to
gain more customers from McDonalds. Moreover, more casual dining restaurants increase their burger
offering and decrease the price. If we are not really hurry, we may choose this kind of restaurant instead
of fast food restaurants. They also become the competitors of McDonalds.

- Public health crisis

With a growing number of obesity cases among Americans, fast food chains like McDonalds will
continued to be overshadowed by their previous products offerings, for example Supersized Meal, no
fruit or yogurt, slim salad selection. Besides, people nowadays are facing heart problem more seriously.
As a result, they require nutritious and healthy food as well as lifestyle.

- Economic recession

The company's revenue streams are diversified, but depending on the length of this "recession", they
will inevitably be negatively impacted by the trickledown effect. Recession or down turn in economy
may affect the retailer sales, as household budgets tighten reducing spend and number of visitors.

- Serious environmental issue:

Environment is one of the hottest topics all over the world. Any action which influence on the earth and
human life is criticized strongly. Consequently, if McDonalds keep using HCFC -22, it may lose customers,
especially who really care about the earth.

McDonald’s PESTEL Analysis (500words)

This PESTLE analysis of McDonald’s shows that there are many opportunities and considerable threats
that the firm must address to keep its viability in the rapidly changing global economy.

Political Factors
McDonald’s operates in over 100 countries, so its political exposure is all over the board. Generally,
McDonald’s, like any other restaurant, has to comply with government regulations pertaining to health
and hygiene. Some governments have been pressuring the fast food industry, because fast food has
increasingly been seen as junk food, leading to obesity, cardiovascular difficulties and high cholesterol.
Moreover, the current tumult in relations between the United States and Russia may threaten
McDonald’s ability to function and turn a profit in the Russian Federation.

Economic Factors
Economic factors are of paramount importance to McDonald’s, especially considering that it operates in
over 100 countries. The decision whether to import raw materials or buy them locally is one important
factor; another is tax rates. How much are tariffs on imported raw materials? How much are foreign
corporations taxed? What is the unemployment rate, and how much are unemployment taxes in a given
country? How much severance pay must an employer pay an employee upon termination?

Socio-Cultural Factors
Evolving lifestyles can have an effect on sales performance. People increasingly are seeking more
sophisticated fare when they eat out. Hamburgers and fried potatoes are not as special as they once
were. Moreover, while people in western countries such as the United States may enjoy hamburgers
and French fries, people in Asian countries, for example, prefer rice. A few years back, McDonald’s
promoted a rice burger in China; it is now promoting rice for dinner in that nation.

Technological Factors
While technology may seem to play a very limited role in the fast food industry, nothing could be further
from the truth. In fact, high technology helps organizations improve their management and productivity,
while reducing wasted time and resources. It can help with scheduling, ordering, forecasting sales and
foot traffic, and easy customer payment for food. Technology can also be used for easy, inexpensive
advertising on the Internet, providing Wi-Fi and even computing devices to satisfy customer needs.

Environmental Factors
Today more than ever, people care about protecting the environment. They care about problems such
as air and water pollution, and the effects waste packing are having on the environment. A few years
ago, McDonald’s found itself in the crosshairs of environmentalist wrath over the polystyrene packaging
it was using for its sandwiches. With over 60 million people buying food from McDonald’s daily, that was
a great deal of polystyrene waste packaging finding its way into landfills. McDonald’s responded to
criticism by phasing out polystyrene in favor of paper-based packaging, which breaks down into organic
ingredients much more quickly in the environment.

Legal Factors
Regulation is always the biggest concern to a company. As a company in the fast food industry,
McDonald’s must adhere to many legal requirements, such as the labor and employment law, corporate
law and tax requirements, to name a few.

Current issues
The current issues and problems in the company are associated with the people. The issues are
concerned with the junk foods in the company and people think of junk food restaurant with the
important sources such as restaurants and other important areas of company. People still face lot of
confusion and scepticism for the messages of fast food nutrition so they can deal with the problems and
will be able to address certain key issues and challenges.

Today media are focusing on total information about nutrition and today there is information available
from daily news and channels. There is news available about daily nutrition, health and dieting etc. The
internet also focuses on health of the people and provides important information and data about the
health, nutrition and dieting. Americans also suggests that they use the proper and accurate information
about the terms known as nutrition and other health related factors.

Driver of brand choice

Consumers look to purchase products and brands that are relevant to their needs. Self evident. But the
ways in which they make choices are much more complex than quality or availability because they are
so much more human.

1. Priorities – consumers buy into products that talk to the things that matter in their lives. But “things
that matter” is not a static thing. As social attitudes change, what matters and the level of urgency that
customer have for its attainment also changes. Marketers often believe that people buy products and
services because of their intrinsic goodness. That’s why they’re so keen to tell stories based on features.
But powerful brands look to appeal to customers wish to change the world. That world may be as
immediate and personal as our own happiness, or as panoramic as global change. It must press a button
in us that others can’t press in the same way. Perhaps it’s speed. It could be time, quality, excitement,
finding, togetherness…And it changes. Not just as attitudes and priorities change, but also as
competitors match a particular appeal or pitch a greater appeal to buyers.

2. Choice Cues – consumers are attuned to particular ideas and words. When we see or hear them, or
they are re-presented to us in new and powerful ways, they capture our attention. Language attracts us
not just because it communicates but also because, it talks to customers sub-conscious biases and that
in turn decides our preferences.

Through background, culture, religion, life experience and many other prompts, words strike chords in
us. We don’t just hear or read a word, we encounter an idea. If that idea rings a bell with us as
consumers, we are more inclined to believe it, and the brand behind it.

Too often the language of brands lacks excitement, because marketers focus on what is being said
rather than what is being communicated. They fail to inject emotional cues with primal appeal into their
interactions. Things are natural or sustainable or organic or premium – but those words are so over-used
that they lack distinction anymore. Language is not just about style. It’s about evocation and cadence,
and the reactions they inspire. It’s those reactions that can make seemingly identical nail polishes feel
different – because they talk to the consumer in different ways. If you want to build a brand that is
different, pay attention to how you speak not just what you say. If you’re not singing as a brand, chances
are you’re mumbling like everyone else.
3. What Others Say – customers are social creatures. Customers intrigued by what others like. As
consumers find that momentum exciting. Participation gives us a powerful sense of involvement and
appeals to our sense of curiosity. That’s why millions of people are, right at this moment, head down in
their phones pursuing a Pokémon through their real worlds. That’s why people wait in line for hours to
visit the Sistine Chapel. And why review sites are such a powerful force in the hospitality and travel
industries. Consumers want to know others’ experiences, and then they want to forge their own version
of that experience so that they can then share it with others.

Powerful brands look to form communities for that reason. Because they know that in encouraging
consumers to share what they love, they are encouraging more than exchanges between devotees. They
are creating reasons to investigate.

Target Market and Market space

One of the most important tasks for McDonald’s marketing team is to know the audience. People
interpret things differently. A careful understanding, therefore, of whom they need to address would
cost the company less and would increase the effectiveness of McDonald’s marketing efforts. In
McDonald’s case, audiences could be segmented in terms of age, current dietary practices, existing
nutritional attitudes and eating behaviors.

As reported, the American Dietetic Association segments adults into three groups based Market space
and target market on public opinion polls of people’s nutritional beliefs and behaviors. The first group,
the “I’m already doing” it segment, consists of individuals who are knowledgeable about nutrition and
are already eating healthy and are exercising. This segment, which accounts for approximately 38% of
adults, is presumably eager for the latest nutrition information and does not need strong persuasive
tactics.

The second group, the “I know I should but…” segment constitutes about 30% of adults. These people
are knowledgeable about nutrition and believe that healthy eating is important, but they do not
necessarily practice health-promoting behaviors. Health messages for this group need to overcome
behavioral rather than attitudinal resistance.

The final group, the “don’t bother me” segment, is the toughest to change. About 32% of adults do not
care, are in denial, or have other concerns that seem more crucial. They are not likely to pay much
attention to nutrition information in the news or in health campaigns. (The American Dietetic
Association, http://www.eatright.org)

Considering the segmentation made by the American Dietetic Association and other elements such as
McDonald’s current segmentation, it is best to use psychographic segmentation to target on just two
general categories of audiences on the basis of knowledge of health, attitude and opinion of
McDonald’s. If we sub-segment the aforementioned segmentation, it can be as follows:

1. Young individuals, who can easily change attitudes, accept new ideas and who pay much attention on
beauty and figure. McDonald’s strategy can be targeted from the perspective of “beauty-shaping;”
 2. Children who really believe someone whom they like such as Ronald. If they get the message of “1
hamburger + 1 salad + 1 game=1 healthy love”, they can be willing to accept that and try to persuade
their families to change bad eating styles; and

3. Adults who frequent McDonald’s. Most of them start to care about their health but cannot stop
eating McDonald’s. “Keep eating ours in a healthier way” seems good news for them.

Strategic direction (400 words)

According to the current situation and current analysis, the company will design the new campaign of
communication and it will change the behaviours of the large group of people. It includes frequent
users for junk food and also the company focuses on new communication campaign. The new
communication of the company deals with the changes of dietary behaviours for the large number of
people. Thus they planned to create the new organizational campaign and also they focused on the
countries all over the world. The communication was based on the interventions and that created the
social activities and other group of efforts. (Deng 2009)

The strategic planning process will also be evaluated to identify the long term and short term
approaches of message development as well as coaching for creating the credible as well as
effective communications to deliver the proper outcomes and business results. The program and
workshop also focuses on communications and other actions of department so as it will create the
edible planning for communications of results.

The process of redesigning and aligning the functions of communication creates the proper planning
and other business results. This will also create the roles and responsibilities with respect to
business needs and requirements. The company also creates the planning of smooth transition for
executive leadership and mergers and acquisition, this will therefore create the new process and will
connect the employees with respect to strategies and future plans.

These changes in the communication and the evaluation will help to meet with the hard work and
efforts. This will also create the high respect for the peer group and employees. Thus it will also
increase the profile of the company with the approach of benefits and brand profile as well as
reputation and image. This also will create the important approach and chances for the network to
the peer group.

Communication plan
Integrated Marketing Communications (IMC) means  coordinating promotional efforts using major
communication strategies. The effective IMC is involved a blend of the elements, like advertising, sales
promotion, public relations, events and so on. The key point of marketing planning is to allow all media
to have an overarching theme towards target markets. An effective IMC will be developed for
McDonalds in this section of the report.

Communication Objectives
As a response to these current trends, McDonald’s can aim to design a new communications campaign
to try to change the dietary behaviors of a large number of people, including potential health-oriented
customers and frequent junk food users. McDonald’s new communication campaign, can be launched in
partnership with WHO, nutritionists, local communities, fitness centers and various media channels, etc.
McDonald’s campaign will includes organized, communication-based interventions aimed at different
groups of people and social marketing efforts that include communication activities. The following can
summarize McDonald’s communication objectives:

1. To change the image of McDonald’s from the junk food restaurant to one that serves healthy food.
This objective aims to attract both those who are health-oriented and those who pay much attention on
food consumption and lifestyle, thus enlarging the healthy market.

2. To change behavior of the existing consumers who are keeping on taking only junk foods; to persuade
frequent fast food users to change their lifestyle by buying balanced meals from McDonald’s wide
variety of old and new products. McDonald’s nutrition promoters have been facing major challenges
because achieving and maintaining a wide-scale positive dietary change is but a complex and formidable
endeavor. Moreover, for positive change to occur, McDonald’s needs to design nutrition messages that
attract attention, make sense, and encourage change in people’s established attitudes and behaviors.

Marketing Communication Elements

For McDonalds, we can suggest a few integrated marketing communication elements so as to increase
its effectiveness in communicating properly the message that they want to convey.

Direct Marketing

Direct Marketing in the form of coupons and online customer service providers can aid in the company’s
communication to the public of the healthier image that they are trying to build on. The company, being
a well-known global brand, needs not to advertise to be known as a brand, but rather as one that’s more
focused on its customers. An objective for this element would be to release at least at least a thousand
coupons every time a new product is launched. Another would be to have a 100% response rate when it
comes to comments, complaints and suggestions online.

Advertisements

Advertising in the form of outdoor posters, television ads and the Internet can be used for effective
communication as well. Radio advertising targeted for breakfast-seeking on-the-go workers, for
example, can be played during the rush hours of the morning so as to lure customers to drop by
McDonald’s and just grab a quick breakfast. A certain number of advertisements, 1 for each season
(that’s 4 per year), for example, can be used to measure this element’s effectiveness.

Sales Promotion

McDonalds is well known to children because of its Happy Meals. Capitalizing on this, therefore, would
only strengthen the connection between the children and the brand. A thousand free gifts, for example,
can be given away for the whole year and at least 4 joint promotions with movies or events such as the
World Cup or the Olympics can be established so as to provide the children with themed toys for the
year. The number of Happy Meals bought for each season can measure this element’s success.
Creative Strategy
Marketing plan for McDonalds is discussed in this section. Before presenting it, however, it is important
to know the company’s positioning first.

Positioning Statement

McDonalds positions itself as an establishment that offers its wide range of customers with the
affordable, delicious and now healthy meal and beverage options for greater satisfaction. Everything
about their company revolves around health, love, happiness, burgers and of course, Ronald McDonald.
Its fame and the wide variety of products and offerings allow McDonalds to have a target market that
extends to children, adults and everyone in between. Because of its fast food nature, the consumers
usually associate the brand to unhealthiness. Aside from these, however, positive associations to fun,
friends, and toys also happen with the brand. McDonalds, in general, capitalizes greatly on its
established name and on its efforts of making its products healthier.

Media Strategy
For media strategy, it has been decided to focus on 3 main communication avenues: the Internet, the
television and printed materials.

The Internet Campaign:

The Internet is becoming more and more important in advertising—even overtaking the television,
thereby indicating the important role that online advertising can do to businesses like McDonald’s.
McDonald’s already has a website which focuses on nutrition, quality and the green aspects. The top bar
on the site is green and is clearly highlighting McDonald’s new green campaign. Games or contests are
put up occasionally as well, so as to keep the consumers entertained and interested.

For the next years, McDonald’s should continue focusing on the green aspects and the nutritional
information of its menu for these are the things that the customers are most worried about. Also, since
there is no real information about the carbon footprint and the environmental problems on McDonald’s
website, it is suggested adding a section where customers can clearly see McDonald’s environmental
impact. This can strengthen the trust between the customers and the company.

Currently, McDonald’s does not have official regional websites in many countries like France, the
developing of regional sites is included in the next year’s marketing plan to effectively target different
customer groups. Today, Web 2.0 as an important marketing media. This includes social media sites like
Facebook, LinkedIn and YouTube. It is in this way that maximum number of people is reached. It may,
however, be difficult to control the content of the message. These are already important marketing
channels for McDonalds and they should be used in the future too.

The Television Campaign

The television has been an important marketing channel for McDonalds for a long time. Because of the
resources needed to put into developing the Internet marketing campaign, It is suggested that television
advertising be kept at the same level. Its contents should follow the plan for a greener and healthier
picture of McDonald’s. The use of children and themes for children should be carefully considered to
avoid negative reactions from the customer, especially since it is not even allowed in France for a child
to promote a product.

Print

McDonald’s invests huge amounts of money yearly in this area. Such can be seen in how they sponsor
various events especially in the field of sports. The group believes that such a move is a way of
promoting healthy living into the minds of its consumers, thus strengthening their stand for a healthier
image. This strategy must be continued. When people say print ads, billboards are the first ones that
come up in their minds. McDonald’s uses this a lot. As a matter of fact, it is believed that all of us have
in our minds the slogan *I’m loving it* for we see it everywhere. People see this clown and they
immediately remember that his name is Ronald and that they like him—there is brand recognition and it
is strong. IT is also suggested to focus on selling the idea of the McCafe to the customers. In these print
ads, McDonald’s goal is to not only be a fast food restaurant, but also a cafeteria where someone can
come and sit there while reading the newspaper and have a nice coffee in a warm place with some nice
waiters that will be available for anything you ask.
REFERENCES