BRAND GENETIC PROFILE

Brand Heritage:

McDonalds’ started out and received its popularity as it caters its “Hamburgers”.
McDonalds prides itself on quality on its product. The Big Mac beef patty contains
100% pure beef with no preservatives and additives. It became the largest
hamburger restaurant chain in the world and still growing. Its competitors, Burger
King and Wendy’s have been defeated because of its quality that causes a high-
price in purchase. From nine items of McDonalds Meal, they added another two
items and still continuously innovating for new Hamburgers.

Brand Representative:

From over 11 items that McDonalds Menu usually contains (sundae, fried chicken,
burgers and dessert etc), French Fries has the greater demand from its customers.
French Fries has been an important part of McDonalds Menu in Philippines and
worldwide. According to the survey conducted. French Fries have not been
considered as a condiment or part of a McDonalds Meal. French Fries made its own
identity which most of the customers love to include on every meal they use to
order.

Brand Identifiers:

McDonalds aside from its Burgers that live a mark to every customer, McDonalds
made a striking recall to its customers through its Brand Identifiers. (Refer to the
graph)

• Golden Arches (Letter “M”) - it is based on the arches and sloping roof of the
typical restaurant. The arches crossed to form an “M”. It portrays a “happy
ambient” that is near to every customer.

• The clown (Ronald McDonald) – the clown that is usually seen in its
Commercial especially as it plays if functions to attract the segment of
children customers. Symbolizes happiness and fun place to go to.

• Love ko’ to – the famous tag line originally from “Loving it”. The concept of
the years that McDonalds has crossed made each of the products and
services closer to the heart of customers, Kita-kits sa Mcdo.

• Products (Burgers, Fries, Chicken, etc.)

Brand Domain:

McDonalds Menu

Chicken and Pasta • Mcspaghetti

• Chicken Mcdo with spaghetti • Chicken sandwich

• Chicken Mcdo with rice value Burgers

meal
• Big Mac
• Chicken McNuggets
• Quarter pounder
Desserts
• Double cheeseburger deluxe
• Oreo hot fudge layered sundae
• Cheeseburger
• oreo coffee
• Beef burger
• sprite float
• Burger mcdo
• hot fudge sundae
Add ons
• caramel sundae
• Hush browns
• mango pie
• Mcflurry
Mcsaver meals
• French fries
• Chicken fillet

Other Services

• Happy meal

• drive thru

• birthday celebration and games

• Mc café

• Mcdelivery
Brand Essence:

Core Values:

McDonalds is a customer-driven fast food company, they continuously work for a

high quality service for every customers. They follow the QS&CV or quality food and
superior service, in a clean, welcoming environment, at a great value.

McDonalds value its people, providing opportunity, nurture talent, develop leaders
and reward achievement. Believing in the power within group of people working will
yield success.

McDonalds uphold its strategy for over years of existence in the market. The
symbiosis between the owner/operators, suppliers, and company employees, is our
foundation, and the balance of interests while maintaining the ethics for business
manipulation. Since it is a publicly trained company it provides focus on the
members of the company who invests to them.

McDonalds continuously discovering and introducing concepts that will innovate

their products accord to the customer-driven principle. Moreover, McDonalds in
spite of the success still have its consideration to give back by participating on
different activities of their affiliation like charity and environment.

Evolution:

McDonalds progress must be consider, from the fact that from “Speedy” service and
few items to cater services for customers conveniently. The continuous
augmentation of different services and its innovation is a key to be enhanced and
develop. Different products of McDonalds like burgers, fries and the different items
in menu combination is evidence that McDonalds strive to serve every Filipino
customers the best products out of the McDonalds potential in Market. McDonald’s
ways of approaching the consumers through its values for every advertisement, its
advocacy are things to be considered. The fact that McDonalds ubiquitous it is a
way they could always get in touch and always near to every customer.