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McDonalds

Brand Revitalization
Summary
In 2005 McDonalds business performance and brand
perceptions had reached a plateau. A combination of
factors in the brands recent history had undermined
consumer trust. It seemed that the nations love affair
with McDonalds might be over.
In response, it re-focused around a clear vision and
ambitiously overhauled just about every aspect of the
business and the way it presented itself
Key Insights for Revival
McDonalds embarked on an ambitious revitalization
of the brand following a series of events that had
damaged brand perception to improve every aspect of
the business.
Based on substantial investments in research, food
was revamped and reinvented, restaurants
redesigned and staff morale boosted.
The result: the UK had its best-ever year of sales
growth in 2008 since it first opened its doors in South
London in 1974.

Mental Map
Fast
Service
Convenient
Hygienic
Economical
Fun/Ki
ds
Tasty
Snacks/B
reakfast
Family
Readily
Available
Mascot
(Ronald)
Social
McDonalds
BRAND FUNCTIONS AVAILABILITY
DESCRIPTIVE MODIFIER- AFFORDABILITY
EMOTIONAL MODIFIER- TRUSTWORTHY
COMPETITIVE FRAME OF REFERENCE
IDENTIFYING THE COMPETITION-



Pizza Hut Dine in experience for family.
Domino`s 30 minutes delivery
Burger king: Snack time savior , value for money.
Subway : Fresh and low calories subs.
KFC: Unique taste of fried chicken.

POINTS OF PARITY
(STIMULUS GENERALIZATION)
TASTE
FUN
SOCIAL
HYGIENE

POINTS OF DIFFERENTIATION
A grown up menu for adults
Healthier Happy Meals for Children
Encouraging a new attitude
Makeover for the restaurants
High value proposition
Reasonabl
e price
Low value proposition
High price
* McDonalds
Burger King
Vada Paav
Pizza hut
Kfc
Dominos
Perceptual Mapping
2.11
Customer-Based Brand Equity
Pyramid
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
2.12
CBBE Pyramid
Loyal ,
Engaging ,
Sincere

Family, Easily Available, Consistent

value for
money ,
Differentiation
in terms of
food,
satisfaction
FUN
Trustworthy

Affordable,
Easily available

An inviting look,
Hygiene, Healthy
4. RELATIONSHIPS =
What about you and me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
Customers
Perspective
Companys
Perspective
Thank you

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