McDonald's Brand Analysis: Assessing Profile and Performance

This project examines McDonald's branding by collecting and analyzing feedback from a sample of 20 people to assess the brand's profile and performance. It explores the company's brand analysis, authenticity, awareness, meaning, response, and resonance. The weaknesses in brand management are also discussed, along with suggestions for a new brand strategy.

NBS-7017A

Executive Summary:
Introduction:
MacDonald's is a fast food restaurant franchise based in the United States that has
locations all over the world. The Chicago-based company is famous the world over for
its hamburgers. The success of the corporation rests on its ability to feed and cultivate
communities by providing billions of people with restaurant and home delivery of its
culinary goods. This project will examine McDonald's branding by collecting and
analysing feedback from a sample of 20 people using an online poll. These comments,
along with any other data we can gather, will be used to assess the brand's profile and
performance. In addition to gauging client loyalty, this will shed light on the current
status of the brand on the global market.
Brand Analysis:
MacDonald's is a fast-food restaurant chain that is well-known all over the world for its
hamburgers. In many cases, the happy meal is what prompts consumers to seek out or
place orders from a particular brand's retail or food service locations. The company has
built its reputation as an industry frontrunner, and its products reflect that status. The
company markets its fast food to families, businesses, and young adults. Families with
kids and teenagers who like burgers and fast food make up the bulk of the business
(Ameyibor et al. 2021). According to the survey, it is one of the oldest brands in the fast
food sector and one of the few that has maintained its global leadership position. Due to
several menu restrictions and the availability of superior alternatives, the company also
faces stiff competition. The firm promoted their product as a high-quality, reasonably
priced hamburger that could be purchased in stores or ordered online for home delivery
(Baliun et al. 2021). Burger King is the company's main competitor because of the
latter's similarly dominant position in the burger market. Customers' preferences are
shifting toward Burger King's wider selection of burgers, making it more challenging for

the chain to maintain its dominant position in the market. Customers' preferences and
habits are evolving, making it necessary for businesses to adapt their brand strategies
to stay competitive.
MacDonald's is one of the oldest brands in the global fast food business, and
throughout the years it has expanded to offer a wide variety of hamburgers and other
related items. Proof that the brand has endured for so long and maintained its ageless
appeal among consumers is shown by its rich history. The company's name continues
to be in the forefront of consumers' minds, cementing its position as market leader.
When it comes to flavour, McDonald's never skimps on quality. That you can get good
cuisine from this place at a reasonable price is a promise that has been kept. However,
the speed with which services are provided seems to be decreasing recently;
respondents to a recent poll reported delays in obtaining their orders and complaints
about incorrect or partial products upon delivery to their homes. MacDonald's has never
wavered from its commitment to its customers and has never compromised its core
beliefs. Both the quality and the price of its products consistently exceed expectations
(Södergren, 2021). Customers' loyalty to the brand can be nurtured and trust in the
company can be cultivated through the use of reward points. Outlets, workplaces,
theatres, and more are all places where the organisation provides service. These are
the settings that foster friendship and community. In our hectic world, when everyone is
always on the go, people come here to unwind, recharge, and reconnect with those they
care about most in this life and with themselves. These features lend credibility to the
brand and give the company's wares real worth to consumers.
Brand Authencity:7 Habits:
1. The company's advertising campaigns and the Happy Meal itself portray the
brand as one that tells stories, and each component of the Happy Meal presents
a new tale. The happy meal's included toys and trinkets pique youngsters'

interest since each one represents a different character in a story that draws
consumers to the restaurant chain.
2. It is possible to keep the brand's integrity intact through brand management that
employs a representation of the brand that is more artisanal in nature.
MacDonald's has become a household name because to its brand management
strategy, which has shown a natural flair for online brand promotion. When it
comes to building its online reputation, the firm puts in a lot of effort through
digital marketing methods. The company is a traditional brand that makes use of
social media innovation by promoting its unique fries through user-generated
photographs posted to platforms like Instagram (Al-Qumayri, R.A., and Ahmed,
M., 2021). Through its food vendors, Macy's spreads news of its successful
programmes, which boosts the company's online reputation. The firm's paid
social media promos and Happy Meal Play zones' depictions in YouTube
channels are examples of the strong digital marketing strategy the company
conducts, and together they show that the company is making good use of digital
media to uphold the integrity of its brand.
3. To maintain credibility and develop consumer trust, a company's brand should
never stray too far from its original intent. Integrity, fairness, and honesty are the
pillars around which McDonald's was built. Due to poor market and competition
analysis, the company fell short in its duties to its clients. This, in turn, hampered
its commitment to being transparent and ethical in its dealings with those clients
(Vigneron, 2021).
4. This firm's delivery and retail locations are notoriously slow and unreliable, and
its employees treat consumers unfairly. With its distinctive characteristics, the
company's brand image will continue to uphold the company's credibility in the
eyes of its target audience.

5. MacDonald's uses its advertising approach to draw in new customers by
highlighting the company's ability to make them passionate about the company's
products. Advertisements on digital platforms portray the goods as tempting
satisfiers of hunger pangs. The corporation also relies on the superior qualities of
its wares to keep customers coming back for more (Zhang et al. 2021). Each
item it sells has its own special blend of spices and seasonings (Wet et al. 2021).
As evidence of the high quality of their burgers, we can point to the use of fresh
vegetables and the high standard of the buns they use. The Happy Meal and the
Macpuff are two examples of the company's success in introducing novel
features to the menu, and they're adored by customers. The devotion shown to
the happy meal concept in the commercials undoubtedly helps to sway
consumers.For a brand to become valued and well-respected in the industry,
advertising techniques must fully immerse it in that market. In order to fully
immerse itself in the market, the company uses retail partnerships and internet
marketing. Retail partnerships with MacDonald's brand allow establishments
including universities, movie theatres, and office cafeterias to serve and advertise
the brand's products to their customers.
6. The company's brand can only be managed successfully if the company's
relationships with its stakeholders are kept in good shape. McDonald's views its
staff, customers, and vendors as its most important stakeholders. As the primary
source of the company's supply of new, high-quality materials, suppliers play a
crucial role (Merrilees et al. 2021). Because of this, the company is able to keep
providing its clients with high-quality goods at affordable prices. Processing the
raw materials into a finished product is just as important to the product's quality
as the resources themselves. The culinary team's employees also have a crucial
part in the quality of the final product, which helps solidify the reliability of the
brand.

7. To better serve these beverages and establish a better brand image, the brand
has partnered with Coca-Cola and other beverage brands. This helps
McDonald's continue to enjoy a strong reputation in the marketplace as an
honest and reliable brand.
Brand Awarness:
(Source: Keller's Brand Equity Model: Building a Powerful Brand,
2021)
Brand Identity:
Most consumers visit McDonald's to purchase two of the chain's most popular items:
hamburgers served on a variety of buns and the happy meal, which is popular with
children and teenagers because to the assortment of toys included. All customers,
including meat eaters, are welcome to use the business's services. In nations like India,
where the cow represents motherhood and provision, the entire beef product line is
banned because of the strong negative connotations linked with the animal. Burger
patties are a popular point of differentiation due to the wide variety of tastes among
customers. Customers can distinguish between similar dishes based on factors such
flavour or preparation method. Those with a concern about their health view these items
with suspicion. However, McDonald's has built a strong brand identity in the global
market because its customers crave the cuisine it serves.
Brand Meaning:
Being a market leader and one of the oldest brands in the fast food sector, the company
is holding its own while facing stiff competition from a slew of new entrants (Sontakke,

2021). According to customer reviews and ratings, McDonald's has the best
hamburgers in the world, as well as the top burgers in terms of seasoning and saltiness.
It is clear from the study that consumers are well aware of the items and the name
Macdonald's, thus the company does not need the word-of-mouth marketing or
promotional plan for its branding process. As a result, this indicates that consumers
have a great deal of faith in the brand and that it enjoys relatively low levels of
competitive pressure. The results of the study paint a clear picture of the company's
brand, showing that it is able to satisfy a wide range of client needs without
compromising the distinctiveness of its offerings.
Brand Response:
McDonald's most valuable asset is the reputation of its brand, which is why its products
are so well-liked. When this happens, consumers are more likely to pay attention to the
brand. This company's products are consistently cutting-edge and innovative, so
consumers never have to worry about being let down. Products offering shoppers a
refreshing taste of innovation. Because of the perks associated with brand loyalty,
consumers are more likely to have a positive emotional reaction to the brand. It is
crucial to assess the ever-evolving needs of the clientele and make adjustments to the
menu accordingly. MacDonald’s is adept at reading the mood of its clientele and
adjusting its offerings appropriately (Vidal et al. 2021). According to the survey,
MacDonald's is the only place to satisfy their fast food desires, making the corporation
the market leader in its field. Not only do youths who want fast food prefer McDonald's,
but so do families and people who enjoy either hamburgers or fries.
Resonance:
Whether they shop at the stores or have their items delivered to their homes, customers
seem to always buy the same things. According to survey results, MacDonald's is the
go-to place for major customers when they want to spend quality time with friends and
family, both online and in the restaurant (Pandean and Budiono, 2021). Love from
customers, as measured by their comments, is what keeps them coming back to
McDonald's to spend their money. The product's recognised yearning and delight
(Susetio, 2021). Customers feel a strong connection to the McDonald's brand and its

locations because they spend significant time and make significant life memories there.
Customers report high levels of brand value and an emotional connection to the
experience they obtain as a result of patronising the business. Coca-Cola and other
coffee companies have formed partnerships with the company that allow the companies
to serve the associated beverages in their stores and fulfil online orders for the drinks.
Weakness:
Some missteps on the part of the corporation have also contributed to its shaky brand
management. Those issues must be fixed before the brand can match the standards of
its target audience and compete successfully in the global market.
Customers' preferences have been influenced by shifting environmental and quality
requirements since consumers now want higher quality across the board. The
corporation is making a mistake by relying on the same taste and its historical presence,
which are no longer unique selling points in a market with so many other brands.
Keeping to high quality standards and improving the flavour of their products are two
things the corporation should always do for their customers. The corporation also made
a mistake by providing its consumers with delayed service, which hurt their appearance
and the company's reputation as a whole. Ineffective customer service and a failure to
keep up with shifting customer needs are hampering the company's ability to succeed.
No big modifications have been made to the company's menu, and the response has
remained consistent over time. A lack of organisation is a primary reason for problems
like inadequate brand management and service to existing customers. The company's
brand image is suffering as a result of the difficulties it is having with its day-to-day
business operations and processes (Chacko et al. 2021). Uncertainties among the
company's staff and other stakeholders are contributing to the slowdown of the
company's services.
Advertising to millennials because the company sees them as the future customer is a
mistake, as millennials alone won't generate massive profits for the business, and the
strategy won't make a dent in the minds of the company's other customers, failing to
establish the value of the brand in their eyes. When it comes to the company's brand,

this is a significant misstep. As a result of the corporation losing the brand messaging
for its commercials, misunderstandings began to form, which in turn damaged the
brand's reputation in international markets.
Brand Strategy:
If Macdonald’s wants to keep up with shifting consumer preferences and keep its brand
name intact, it needs to come up with a new brand strategy. Before taking any
corrective action, the corporation should do a comprehensive review of its current
business strategy to see where any weaknesses may lie. Target customers should then
be determined by an examination of consumer trends and demand patterns. Using data
analytics, the business will be able to see trends in customers' wants from their
repeated online and in-store purchases and visits. Insight into the ideal clientele can be
gained through market research, which is crucial for planning advertising and promotion
initiatives. If all the key digital marketing channels are properly utilized, the digital
marketing plan can be rather powerful. Better brand positioning is essential for success,
and this should be the primary focus of the company's advertising strategy (Schmidt and
Steenkamp, 2021). Businesses that care about their brands and the communities that
support them need to practice careful stakeholder and human resource management.
The company could benefit from increasing its franchise flexibility in order to broaden its
global market and increase the value of its brand. Using the digital transformation from
the industry 4.0 strategy, the corporation should do a self-evaluation in order to identify
the organizational uncertainties and produce better and highly innovative solutions to
their challenges. The corporation needs to reevaluate its current pricing structure and
come up with a new one that would increase profits. If McDonald's wants to maintain its
position as the world's preeminent fast-food chain, it needs to revamp its brand strategy
by creating a strong competitive advantage and mitigating the risks posed by its rivals.

Conclusion:
According to the data presented above, the company enjoys a solid reputation among
consumers around the world. The survey results confirmed the brand's widespread
sway on the people. The Happy Meal and McDonald's delectable Hamburger line are
popular. However, the company's future could be jeopardized by a handful of errors that
harm the company's image and its relationships with customers.
The report laid forth a plan for developing a new brand strategy that would prove the
brand message's efficacy and implement the necessary adjustments and upgrades for
efficient brand maintenance. To overcome obstacles in its branding process, the
company must manage its relationship with its stakeholders and create an efficient
digital marketing strategy.
References:
 Vigneron, F., THE SEVEN HABITS OF LUXURY BRANDS.
 Södergren, J., 2021. Brand authenticity: 25 Years of research. International
Journal of Consumer Studies.
 Vidal, E.B., Al Hattali, M.F., Al Subaihi, K.S. and Al Ghtrifi, R.S., 2021. The
Dynamics between
Intrusiveness of Disruptive Ads, Behavior to Seen Disruptive Ads and Brand
Response: A Case
Study on a Selected Arabic Youth. European Journal of Business and
Management Research, 6(5), pp.169-178.
 Schmidt, H.J. and Steenkamp, P., 2021. Beware, an underdog may bite:
literature review and brand management framework in the context of underdog
brands. Journal of Brand Management, pp.1-26.
 Baliun, О., Tomina, K., Fisenko, T., Smola, L. and Lytvyn, А., 2021.
Psychosemantic interpretation of media space video advertising for brands
(Mcdonald’s, Coca-Cola, Nestlé, Roshen). Amazonia Investiga, 10(46), pp.259-
272.

 Susetio, B.P., 2021. The Determinant of customer loyalty, happiness, and
moderation of gender: an empirical study of McDonald's Puri Indah (Doctoral
dissertation, Universitas Pelita Harapan).
 Chacko, S., Sumathi, R., Narayanan, M.B. and Narayanan, S.S., 2021.
Challenges faced by the food industry under franchising sector. Materials Today:
Proceedings.
 Sontakke, K.S., A STUDY ON RECENT TRENDS IN INTERNATIONAL BRAND
PERFORMANCE.
 Wet, S.D., Bick, G. and Abratt, R., 2021. Factors that drive the perceived success
of franchises in South Africa. International Journal of Business and Emerging
Markets, 13(1), pp.52-73.
 Al-Qumayri, R.A. and Ahmed, M., 2021. THE USE OF DIGITAL MARKETING
TOOLS AND PRACTICES OF MULTINATIONAL CORPORATIONS TO THE
SME’S OF THE MIDDLE-
EAST. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(12), pp.52-63.
 Ameyibor, L.E.K., Anabila, P. and Saini, Y.K., 2021. Brand positioning and
business performance of alcoholic beverage firms in an emerging market
context: the mediation effect of brand equity. International Journal of Wine
Business Research.

Appendix:
Interview Questions:
Do you recognise the name "McDonald's?"
1. Yes, I enjoy their hamburgers and the happy meal they offer.
2. Although I am familiar with the name, I have no desire to eat there because there
are other options available to me.
How would you describe hamburgers of Macdonalds?
1. Beginning with a fluffy bun, fresh vegetables, and tangy sauces, the seasoned
beef is the star of this tasty burger. It's a bundle of pleasure that you should really
want.
2. The unhealthy crunch of oil and high-spice condiments on a burger. Their
baguette and the fresh vegetables they stuff it with are the only redeeming
features.
When making a purchase, what draws you to McDonald's?
A big selling point for me is the happy meal, which is only available at McDonald's. The
Mac-puff they provide is excellent and cannot be replaced.
In what ways do you feel Macdonald’s excels in providing a satisfying experience for its
customers?

If it weren't for the quality of the cuisine and the enjoyment I took from eating there, I
wouldn't have a problem with the service. I place a lot of orders with McDonald's, and
unfortunately, I often receive the wrong items or items that aren't even close to what I
requested.
Can you remember the first time you heard of MacDonald's?
My parents used to take me to the movies and get me a happy meal. From a young
age, I remember being exposed to several forms of media advertising, including TV,
radio, and billboards.