Brand McDonalds Assignment Example | Topics and Well Written Essays - 2500 words

Brand McDonalds - Assignment Example   McDonald's and Golden arches can be said to be a beacon of success. As per 2011, it is the largest fast-food chain. Its revenue as of 2013 is the US $ 28.1057 billion. McDonalds’ has a good brand image and ranks among top ten in the survey of most valuable company in the planet (McDonald Corp. 2013). However, McDonalds is facing some peculiar problem.  McDonald's quite low when compared to its rivals in factors of quality perception.2. It has a new breed of customers with changing taste and preference and it has to keep itself relevant before it is too late or become history (Slama, 2014, pp. 9-11).Let us analyze the Brand management strategies of McDonalds through the lens of Keller’s brand equity model.Keller published this theory in his book strategic brand management. The theory of this model is pretty simple. It simply states that the company needs to redefine how customers think about their product for creating a strong brand. As per the figure there are fou r steps in order to build a strong brand image.  Applying the models 4 steps in case of Mc Donald’Step 1. Brand IdentityMc Donald wants to change its brand image in which it is identified as major culprit for the chronic obesity problem faced by US and other countries.  In wants to reposition itself as a brand that makes nutritional foods instead (Doole and Lowe, 2008, pp. 42-44). Its recent advertisement campaigns focus on people and emotions. Even there is a change in the product line to include new and healthy products.