McDonald's has built strong brand equity over the years through consistent marketing activities and branding elements. The brand is recognized worldwide for its iconic Golden Arches logo, red and yellow colors, and "I'm Lovin' It" slogan. McDonald's serves over 68 million customers daily across its 35,000 locations in 119 countries. Through maintaining consistency in operations, innovating new products, and focusing on quality service, McDonald's has created strong consumer connections to the brand.

1. MMM C D O N A L D ’S B R A N D
EQ U I T Y

2. U N D E R T H E G U I DA N C E O F

3. C R E AT E D BY:
G A ZA L J A L A N

4. W H AT I S B R A N D EQ U I T Y ?
• It is the added value endowed on products and services.
• Reflected in the way customers think,feel and act with respect to th
brand.

5. ROLE OF BR AND ING
• identify maker
• simplify product handling
• legal protection
• secure competitive advantage
• secure price premium to the firm
• signify quality

7. BU I LD ING BR AND EQU ITY
• initial choices for brand elements : name, logo,slogan etc
• product and service and accompanying marketing activities
• other associations by linking brand to some other entity

8. BR AND E LEM ENTS OF
MCDON ALDS
Brand name : McDonald’s
Brand slogan : I’m loving it
Brand color : Red and Yellow
• Memorable
• Meaningful
• Likeable
• Transferrable
• Adaptable
• Protectable
Thus it is :

9. FA CTS ABOU T MCDON ALDS
• World’s largest chain of
hamburger fast food
restaurants
• serves 68 million customers
daily
• operates in 119 countries
across 35,000 outlets
• Annual revenues of $27.5
billion, profits of $5.5 billion
in 2015

10. BR AND IDENT ITY
• Almost everyone can identify the McDonald’s
slogan “ I’m loving it”
• 41% say the synonym of “BURGER” is
“McDonald’s”
• Consumers link to McDonald’s when they want
to eat something tasty,fast & clean
• More than 60% think of McDonald’s when they
want a quick bite

11. BR AND P E R FOR M ANC E
It effectively meets the functional needs of its customers.

12. C ON SUM E R TO BR AND
C ONN ECT ION H IE R AR CHY
• rewards/indulges me
• lets me be myself
• sets the pace
• reflects my style
• convenient locations
• easy dining
• affordability

13. M AR K ET ING M I X
E LEM ENTS OF MCDON ALD 'S
1. Product : Diversified product range
2. Price : Affordable & low priced
3. Promotion : Advertising, sales promotions, point of sale disp
merchandising
4. Place : Accessible and evenly spread
5. People : Keeps employees happy, customer friendly
6. Process : Manufacturing process is transparent, hygienic

14. B R I E F S N A P S H O T O F
M C D O N A L D ’S

15. D ID YOU K NOW?

16. OTH E R A S SO C I AT ION S OF
MCDON ALD ’S
• Associated with global charity to improve lives, health and well
being
• Children's advertising
• Sports awards and honours
• Offers free wifi @24*7 and drive -thru location specific
• It has consumers of all age groups
• 14% people say that McDonald’s is Fun, efficient and convenient

17. INTEG R ATED A CT I V IT IES
McDonald’s focuses on consistency, innovation and resiliency.
• Developing strong, efficient processes and procedures
and remaining consistent on them allow for businesses
to develop consumer confidence in the brand.
• Having the foundation of consistent processes allows
businesses the flexibility to innovate and adapt to
consumers' concerns, and improve the brand with
minimal disruption.

18. T H U S K E Y H I G H L I G H TS O F
M C D O N A L D ’S A R E … . .

19. UN K NOWN FA CTS ABOU T
MCDON ALD ’S
• It is the largest toy
distributor in the world
• It opens a new restaurant
every 14.5 hours
• It feeds 68 million people
every day
• Its golden arches are
recognised by more people
than the cross
• It has unique items in every
country

20. D ID YOU K NOW?

21. INTE R N AL BR AND ING
• educates and trains employees
• performance appraisal schemes
• keeps them motivated
• rewards them
• focus is on providing quality
service to customers

22. BR AND R E INFOR C EM ENT
Reinforces brand equity by :
• story telling and meaningful brand experience
• innovation
• introducing new product lines
• making superior products
• relationship building with kids,adults and teens

23. CR EAT I V E ADS

24. BR AND ING ST R ATEGY
• develop new brand elements for new products
• apply existing brand elements
• combination of new and existing brand elements

25. LIN E E XTEN SION
Parent brand covers a new
product within its product
category.

26. CATEG ORY E XTEN SION
Marketers use parent brand to enter a different product category

27. ST R ENGTHS
• Diversified income streams
• Brand Equity…world-wide
• 42% of US fast-food hamburger business
• Consistency of food
• Successful items: Fries, Happy Meal, Big Mac,
Egg McMuffin, Promotions
• Overseas market
• Balance sheet position

28. WEAK N ES SES
• Declining market share
• Weak product development
• Disgruntled franchisees
• Quality and taste of products
• Slowed revenue and income growth

29. TH R EATS
• Mature/overstored industry
• Strength of competition
• More health-conscious consumers
• Changing demographics
• Fluctuation of foreign exchange rates; Economies
• Recession or down turn in economy may affect the retailer sales

30. OP P ORT UN IT IES
• Better locations for franchisees
• Strengthen its value proposition and offering
• International expansion
• Growing dining-out market
• Joint ventures with retailers
• Continued focus on corporate social responsibility

31. THAN K YOU !