MAR016-2 Brand Management: McDonald's Brand Analysis Report

This report provides a brand analysis of McDonald's, examining key aspects such as brand image, identity, personality, market share, and brand value. The introduction highlights the importance of branding in creating a strong market perception, emphasizing the role of elements like logos and mission statements. The main body delves into McDonald's branding strategies, including its logo, brand image reflecting concepts like love and family, and brand identity with its distinctive color scheme. It further explores brand personality, market share, and the overall brand value. The conclusion summarizes the significance of brand image in driving sales and overall company success. References to academic sources support the analysis.

Brand management

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Branding refers to those process under which the management of the organisation try to make the
perception of the brand strong in the market. There are number of factors are used by the
company such as Logo, mission statement and design of the product which helps the customers
to recall the name of brand. Branding helps the organisation to develop strong and loyal
customer base in the market. It is requirement to make brand analyses of McDonald's under
which the different types of aspects are explained.
MAIN BODY
Branding is one of the important and valuable aspect of modern day business which
enables the management to make strong image of their product and services on the minds of their
customers. There are number of activities are conducted by the organisation to make their brand
perception strong. Designing of attractive and unique logo for the brand is one of the most
biggest factor for the development of brand perception in the market (Baumgarth, 2018). The
logo of the helps the customers to recall the brand at the time of need. It helps the organisation to
develop separate image in the market and makes them able to become more competitive in the
market. One of the important feature of the branding is that it helps the organisation to develop
Unique identity in the market and enjoys huge customer attention which are very helpful for the
promotion of sales Volume. McDonald is an American multinational fast food chain which
operates large number of restaurants in many countries of the world. Branding plays important
role for the success of company in the market because it enables the company to make separate
image in the market and it also helps the organisation to develop strong perception. The products
offered by the company in the market are attractive and unique in taste which is developed due to
the handwork of many long years.
Brand Image
Brand image refers to the perception of customer towards the product or services of the
company in the market. It is the primary reason for the purchase of the product by the customers
in the market. The management of McDonald is one of the valuable and competitive
management world which has developed all their strategies and policies in such a way to
promote the image of the brand in the market. The brand image of McDonald reflects diverse
parameters which are Love, Joy, Youth and family. It helps the company to target the customers
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of different age groups and makes strong perception of positivism on their minds about the
product. There are many reasons are present in the market which leads to the creation of strong
brand image and the most important factors for the success of brand is their Sheer simplicity.
The management of company develops the background of their restaurants in red colour which
helps to attracts the customers (Buhalis and Park, 2021).
Brand Identity
Brand identity refers to the physical appearance of the brand which helps to distinguish
the brand from other product on the minds of the customers. There are many factors are present
which helps to make the identity of brand unique in the market such as logo, colour and design.
The management of Mc Donald uses effective mixture of colour and design for the creation of
separate image of their brand in the market. The management of company uses Golden and red
colour for the creation of logo in the market. The combination of these colours helps to attracts
large number of customers in the market.
Brand Personality
Brand personality refers to those framework of the branding which enables the company
to shape the way of public opinions about the product and service of the organisation in the
market. Brand personality is related to the personal and emotional response of customers about
the product which provides many benefits to the organisation. The management of Mc Donald
has developed effective brand personality on the minds of the customers. The customers of the
company pretends the restaurant of the organisation as a place of happiness which is creates due
to simplicity of the organisation.
Brand Market Share
The market share of the company is measures as the percentage of sales of the company
in comparison to the total turnover of industry. Branding of the organisation has played
important role for the market share of the company. Brand image helps to attract the number of
customers in the market due to their attractive and effective logo (Greco and Polli, 2020). The
management of McDonald is a well known which is only possible due to their strong image in
the market. It helps the organisation to operate their business in effective and valuable manner.
The value of the Brand
Brand value is the monetary worth of your brand, if you were to sell it. If your company
were to merge or be bought out by another business, and they wanted to use your name, logo,
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and brand identity to sell products or services, your brand value would be the amount they would
pay you for that right (Mills and Robson, 2019). The product range of McDonald are
comparatively high but the customers are ready to buy due to their product quality.
CONCLUSION
It is concluded from this report that the image of brand plays important role for the success of
company because it helps to increase the volume of sales. This report concludes number of
aspect such as brand image, value, market share and many more in relation to McDonald.
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REFERENCES
Books and Journals:
Baumgarth, C., 2018. Brand management and the world of the arts: Collaboration, co-operation,
co-creation, and inspiration. Journal of Product & Brand Management.
Buhalis, D. and Park, S., 2021. Brand management and cocreation lessons from tourism and
hospitality: introduction to the special issue. Journal of Product & Brand Management.
Greco, F. and Polli, A., 2020. Emotional Text Mining: Customer profiling in brand
management. International Journal of Information Management, 51, p.101934.
Javed, M.K., Degong, M. and Qadeer, T., 2019. Relation between Chinese consumers’ ethical
perceptions and purchase intentions: A perspective on ethical company/brand
management strategies. Asia Pacific Journal of Marketing and Logistics.
Mills, A.J. and Robson, K., 2019. Brand management in the era of fake news: narrative response
as a strategy to insulate brand value. Journal of Product & Brand Management.
Piehler, R., Schade, M. and Burmann, C., 2019. Employees as a second audience: the effect of
external communication on internal brand management outcomes. Journal of Brand
Management, 26(4), pp.445-460.
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