Principles and Practice of Marketing McDonald's products and services (Wheeler, 2013). Indeed, many urban settlers, if not all,know the golden arches as McDonald's trademark.The company's tagline has been famous across the globe for its precision and exactness.Currently, the organization uses the "I'm Lovin It" slogan. This motto has been significantlyfamous in the sense that many people will instantly associate it withMcDonald's(Humphrey,2014). The company has successfully aligned its products,services, and promotions to fit their slogan. For example, people who have had experienceswith a McDonald's outlet can intimately relate to its motto because every service, product, orB2C interaction is highly valued and made a memory. Therefore, McDonald has utilized thetagline element to increase its brand recognition. Logos can be successful brand recognitiontools when applied appropriately. Like McDonald's tagline, many successful slogans areclear, concise, relevant, branded, and consistent(Mieth,2007).Brand PositioningAccording to Marconi (2000), brand positioning is the ability of the brand to create anexclusive, sustainable, and credible position in the thoughts of its customers. In other words,brand positioning should trigger the benefits that a company would want its customer toassociate with when they think of it. McDonald’s has positioned itself in different ways thatdepict the types of services and products that it provides. McDonald’s uses brand-positioningstrategies that focus on kids, family, teenager, and healthy lifestyles. The company hassuccessfully used the Roland McDonald to get into the minds of kids with a sense of ‘happymeal.’ The company’s tagline attracts families through its concept of having dinner outsidethe house and having a good time. This is secretly hidden in the logo that a CNN reporteronce stated that an early advertising slogan for McDonald was “Give mom a night off.” Onthe other hand, through the introduction of McCafe, the company has successfully positioned4

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