McDonalds brand equity

1. McDonald’s
Brand Equity

2. About
4nd largest
Employer
Largest
Fast Food
chain
Serves
7
million
people
daily
Presence
in 119
countries

3. McDonalds Timeline
Opening :1940
Golden Arches : 1962
Big Mac : 1968
Presence: 119
countries

4. According to Forbes Magazine
McDonalds is the worlds 9th most valuable Brand

5. Brand Building….
HOW ??
Brand growth
HOW??
Challenges….
WHAT ??
WHERE??
Does Brand Stands Now

6. Building the brand : McDonalds
Food
Menu
Brand
Elements
Advertising Values

7. McDonalds Brand Elements

8. Features of McDonald’s Brand Elements
Memorable
Likable Protectable
Adaptable

9. World Famous
Food Menu
Burgers
Snacks
Deserts
McCafe

10. Advertising
Ronald
McDonald
Unique messages
Other
Characters
Billboards
Customer

11. McDonald’s Core Values

12. McDonalds Brand Growth
Product
Extension
Adapting
to local
needsGlobal
Expansion

13. McDonalds Brand Growth
Social
Work
Connecting
with
customerssInternal
Branding

14. Challenges
Aggressive expansion
Deviation from core values
Lack of training

15. Challenges
Unhealthy food
Disliking of Products
Competition

16. Strategy for Revival
of McDonalds
Plan to win New Menu5 P’s

17. Revitalization of Mcdonalds Brand
Healthy Options
Technological
Developments
Precise Segmentation

18. Present Condition of Brand
People are
Lovin it
Record
revenue of
27B in 2012
Continuously
expanding
globally
Successful introduction
of new products

19. Changing food habits
Usage of technology
for future growth
Maintaining price
value of products
New market segments
and customers
RISKS & Opportunities

20. Brand Challenges
Brand Strategy
Brand Revitalization
Brand Building
Brand Growth

21. DISCLAIMER
Created by Shreyas Chavan, IIT (ISM) Dhanbad ,during a
marketing internship, by Prof. Sameer Mathur ,IIM Lucknow.