I’m lovin’ it

The taste is excellent. I want to have it.

The taste is not so good.

I don’t want to have it.

That’s the Brand Equity

How has McDonald’s build

Brand Equity?

BRAND ELEMENTS

Brand character is a special type of brand symbol, that in turn enhance likeability and tag the brand as interesting and fun.

BRAND ELEMENTS

Brand Slogan can function as useful ‘hook’ to grab consumers and make brand special.

SERVICE

SERVICE

VALUE

Our food is really good Value for

Money

Interesting Facts75 Burgers every second.

Feeds 68 million people everyday.Opens new restaurant every 14.5 hours. Makes 75 million US$ everyday.

McDonald’s is Not the world’s largest

food chain!

Brand Asset Valuator Model

McDonald’s is losing market due to lack of Energized Difference.

How?

I can get my

own taste.

The taste is better. I’ll go there

Competitors

Local food outlet

Expanding McCafe globally

Appeal to new

consumers

RisksNew generation fear obesity.

Customers moving towards healthier and customizable menu.Difficult to update menu while keeping prices reasonable.

Interestingly McDonald’s was one of the company

whose market share price rose during the worldwide

Recession in 2008

Recap

DISCLAIMER

Prepared by Hinal Shah, NIRMA University, Ahmedabad during marketing internship by Prof. Sameer Mathur,IIM Lucknow