A Brand is a Name, Sign or Symbol

Identify goods and services of a Seller

Different outcomes when a product is marketed under its brand than it is not

About McDonald’s

Founded in 1940 as a barbeque restaurant by Richard and Maurice McDonald, In 1948 they reorganized as hamburger stand.

The first McDonald's franchise opened in Phoenix in 1953 using the arches logo.

Businessman Ray Kroc joined the company as a franchise agent in 1955 and subsequently purchased the chain from the McDonald brothers.

Majority of Restaurants are owned through Franchises.

World's second largest private employer (behind Walmart with 1.9 million employees), 1.5 million of whom work for franchises.

The McDonald’s Brand is very well Known to the World.

Products are offered as either "eat-in" or "take-away“.

70 Million Customers/Day,36,615 Outlets over 119 Countries

McDonald's predominantly sells hamburgers, various types of chicken, chicken sandwiches, French fries, soft drinks, breakfast items, and desserts.

Core Brand Values

Expansion in 1980s,

• Poor customer service,

• Lack of cleanliness as the employees were not well trained,

• Customers preferred to go to other competitors like Subway.

People, Products, Promotions, Price, Place

How has McDonald’s grown its Brand Equity?

McDonalds has built up huge brand equity. It is the no 1 fast food company by sales

Everybody Recognizes McD Sign

McDonald’s is the 9th most valuable brand

McDonalds trains its Managers very well at

Focus on offering better, higher quality consumer experience rather than a quick and cheap fast-food option,

Reasonable prices with high quality in a clean environment.

Burgers are often termed as junk foods when it comes to families who care about fitness and staying Healthy

Change in the trend/taste, They have to continuously update their Menu with new items according to the regions.

Recap

DisclaimerCreated by Vishnuvardhan T P, BITS Pilani K K Birla Goa Campus

For the partial fulfilment of marketing internship under Prof. Sameer Mathur, IIM Lucknow