Brand Management - Mcdonald

McDonalds Brand Identity Model:

In advance of recommending a brand extension for McDonald’s Restaurant, an intimate understanding of the Brand’s identity is essential. The application of the brand identity model to McDonald’s, has been adapted from the interpretation in the David A. Aaker text, ‘Building Strong Brands?.

Core Identity:

?Food Quality: The food is consistent. A Big Mac in Bangkok is engineered to taste like a Big Mac in Winnipeg. A certain degree of customization is possible. It is also of the highest quality.
?Service: Quick, accurate, friendly. Delivered by a mix of young staff and experienced adults.
?Cleanliness: The dining area and kitchen are exceptionally clean. A largely visible kitchen is a common feature of McDonald’s which raises the stakes and ensures a degree of cleanliness.
?User: Traditionally a child-centric environment geared towards the family. Will also appeal to a wider segment, including the individual in need of a quick...