This document discusses McDonald's brand equity and strategies over the years. It notes that McDonald's operates over 34,000 restaurants in 119 countries serving over 70 million customers daily. It analyzes McDonald's brand equity using various models, noting strengths like global recognition and campaigns like "I'm Lovin' It." The document also discusses how McDonald's has adapted to different markets and times by updating products, campaigns, and restaurant experiences. It questions whether expanding menus and franchising could present future risks if quality and service are not maintained consistently worldwide.

2. History

3. Story
• 34,000 restaurants in over 119 countries
• 80 percent are franchisees
• Serves over 70 million people per day with
promise of easy and enjoyable food experience

6. Hey, Who are my competitors ?

8. Variety of Products

9. Co-Branding & Ingredient Branding
• Launching McCafe

10. Brand Equity Models

11. Brand Equity Models : Brandasset valuator
• Energized Differentiation : $1 menu
• Relevance : over 119 countries
• Esteem : High quality and service of McD
• Knowledge : McDonald’s is famous in all types of people

12. Brand Equity Models : Resonance Model
• Brand Salience : awareness of McDonald’s
• Brand Performance : different menu at
different countries
• Brand Imagery : High quality food and
service
• Judgements : I’m loving it campaign loved by
many
• Feelings : reacted emotionally to I’m Loving
it
• Resonance : Healthy relationship

14. Brand Elements Choice Criteria
• Memorable : I’m Loving it Campaign
• Meaningful : Hamburger Business
• Likable : McDonald’s, liked by Children, families
• Transferable : Introduction of McCafe
• Adaptable : Logo can be changed
• Protectable : McDonald’s unique logo and name

15. Designing Holistic Activities
• Launch of Ronald McDonald
• Creating Three different zones in restaurant
• Super Size Documentary
• I’m Lovin’ it Campaign

16. Leveraging Secondary Associations
• Introduction of Ronald MacDonald.

17. Downfall
• Needs to serve higher-quality food
• Has been slow to react to customers' changing tastes and
needs.
• Menu is too big, and it's slowing down service.

18. What are McDonald’s core brand values ?
Have there changed over the years ?
• Core brand values are :
1) Importance to quality, service, cleanliness and value
2) Hot high quality food at a great value at the speed and
convenience
3) Offering better higher quality consumer experience with 5 Ps
Yes, these values are changed over the years to make McDonald’s
more customer centric.

19. How has McDonald’s grown its brand equity over
the years? Has McDonald’s changed in different
economic times or in different parts of the world ?
Explain.
• By reinforcing importance to quality and service.
• By bringing out Ronald McDonald for Children and families
• Charitable cause by helping children with leukemia
• Super Size me Documentary and bringing salads in menu
• Targeting lower-income customers by introducing $1 menu
• By creating three different efficient zones for different sets of people
• By bringing in “I’m loving it” Campaign
Yes, McDonald’s has changed over the years.

20. What risks do you think McDonald’s will face in
future ?
• With aggressively expanding overseas, giving franchisees to many
people, this can lead to failure in giving efficient service
• No trained workers at restaurant
• Try bringing out various option in menu can lead to failure in the
audience for that particular menu.

21. Disclaimer
CREATED BY ANAND KHISMATRAO, KJSCE Mumbai DURING A MARKETING
INTERNSHIP WITH PROF. SAMEER MATHUR, IIM LUCKNOW