Creating Brand Equity-McDonald's

3. HOW MCDONALD’S STARTED INITIALLY
Business began in 1940, with a restaurant opened by
brothers Richard and Maurice McDonald in San
Bernardino, California
Nationally franchised by businessman Ray
Croc in 1955 who eventually bought the
chain from the McDonald brothers-major
turning point
The world famous golden arches were incorporated in the company logo in
1962

4. CAN YOU GUESS
HOW BIG
MCDONALD’S IS
TODAY?

5. • McDonald’s is now the largest
and best-known food service
retailer.
• The Company Today Operates
more than 35,000 outlets in
more than 119 countries.
• It generated a total of $25.4
billion of revenue for the year
2015

6.  The main things in which they have to compete
with each other is following:
Minimizing the Cost
Serving Speed
Healthy Food

9. Logo with the yellow ‘M’ brings
back childhood memories!
RONALD the laughing clown for
kids

12. In Singapore, McDonald's partnered
with Clear Channel to offer dynamic
display advertising to alert consumers
to free breakfasts at local stores.
• With supplies limited, the ads showed
how much stock was remaining,
creating an incentive for customers to
visit.

14. • GEOGRAPHIC -
• DEMOGRAPHIC -
I. AGE
 Children: Happy meals ,toys , playgrounds
Young Adults: WIFI
Women: Low calorie items
II. INCOME: Prices are listed by analysing people’s income in a particular region.
• PSYCHOGRAPHIC -
Children-Fun Place
 Businessman-Quick Service
 Teenagers-Savings

17. What are McDonald’s core brand values? Have
these changed over the years?
.

21. DISCLAIMER
Created by Debapriya Basu, Jadavpur University, Kolkata during a
marketing internship by Prof. Sameer Mathur, IIM Lucknow