McDonald's was established in 1937 and bought by Ray Kroc in 1955. It has built brand equity by sticking to core values like quality, service, cleanliness and value. McDonald's grew its brand globally by reflecting local tastes and offering services at all price points. Potential future risks include increased competition, challenges from health consciousness, and issues from enormous expansion.

2. BRAND EQUITY
 Brand equity is the
added value endowed
to products and
services with
consumers.

4. HISTORY

5.  McDonald’s was
established in the
year 1937 by two
brothers Richard
and Maurice
McDonald.

6.  In 1955, Ray Kroc
bought McDonald’s
from McDonald
brothers.

7.  This firm has targeted
the audience which
includes children and
families.

8.  McDonald’s always
stick to its core
values quality,
services,
cleanliness and
value.

10.  Branch extension also
helped them to learn
new things.
 Preferring local people
choices also benefits
them.

13. Brand mantra :
I’m lovin’ it

14. Question 1
 What are the
McDonald’s core
brand values ? Have
these changed over
the years?

15. Reflex different
regional tastes
Well trained workers
Services available
for all economic
classes
Importance to
quality and service

16.  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.
Question 2

17. Smart choice of
brand elements
One dollar menu
Holistic marketing
activities

18.  What risk do
you think
McDonald’s
will
face in future?
Question 3

19. Competitors
Enormous
expansion
Health
Consciousness

20. Summary:
Brand equity
McDonald’s history
McDonald’s Core values
McDonald’s brand
mantra
Questions

21. DISCLAIMER
This presentation is done
during the marketing
internship under supervision
of Prof. Sameer Mathur.