McDonald's brand equity was built on trust in quality, service, and value. However, equating Ronald McDonald advertisements with tobacco ads damaged McDonald's brand equity. To address obesity accusations, McDonald's changed their menu, logos, and campaigns to focus on healthier options. However, this affected their original "Food, Folks and Fun" brand mantra centered around core menu items. Moving forward, McDonald's should consider health issues in international expansion by offering varied healthy menus tailored to each market without targeting child audiences exclusively. Leveraging partnerships with health organizations and choosing spokespeople known for promoting wellness could also help address criticisms.