McDonald’s

Brand Equity

About

4nd largest

Employer

Largest

Fast Food

chain

Serves

7

million

people

daily

Presence

in 119

countries

McDonalds Timeline

Opening :1940

Golden Arches : 1962

Big Mac : 1968

Presence: 119

countries

According to Forbes Magazine

McDonalds is the worlds 9th most valuable Brand

Brand Building….

HOW ??

Brand growth

HOW??

Challenges….

WHAT ??

WHERE?? Does Brand Stands Now

Building the brand : McDonalds

Food

Menu

Brand

ElementsAdvertising Values

McDonalds Brand Elements

Features of McDonald’s Brand Elements

Memorable

Likable Protectable

Adaptable

World Famous

Food Menu

Burgers

Snacks

Deserts

McCafe

Advertising

Ronald

McDonald

Unique messages

Other

Characters

Billboards

Customer

McDonald’s Core Values

McDonalds Brand Growth

Product

Extension

Adapting

to local

needsGlobal

Expansion

McDonalds Brand Growth

Social

Work

Connecting

with

customerssInternal

Branding

ChallengesAggressive expansion

Deviation from core values

Lack of training

Challenges

Unhealthy food

Disliking of Products

Competition

Strategy for Revival

of McDonalds

Plan to win New Menu5 P’s

Revitalization of Mcdonalds Brand

Healthy Options

Technological

Developments

Precise Segmentation

Present Condition of Brand

People are

Lovin it

Record

revenue of

27B in 2012Continuously

expanding

globally

Successful introduction

of new products

Changing food habitsUsage of technology

for future growth

Maintaining price value of products

New market segments and customers

RISKS & Opportunities

Brand Challenges

Brand Strategy

Brand Revitalization

Brand Building

Brand Growth

DISCLAIMER

Created by Shreyas Chavan, IIT (ISM) Dhanbad ,during a

marketing internship, by Prof. Sameer Mathur ,IIM Lucknow.