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Unit 28 - Assignment 2 *DISTINCTION*
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Unit 28 – Assignment 2‘Time to change the brand?’
Chosen business: McDonald’s
P3 – Investigate the reasons for a selected large business to have a brand
strategy.
Brand strategy
A business strategy involves a long-term plan that aims to create a successful
brand and achieve different aims and objectives of the company. A brand
strategy is usually a part of the marketing strategy.
Brand strategy of McDonald’s
The branding strategy of McDonald’s in previous years has achieved to create a
negative brand perception about the company. The public used to associate
McDonald’s with low quality, cheap, unhealthy, fast food.
However, their brand strategy over the last few years is slowly changing this
perception. Through their branding strategy the company has tried to make
McDonald’s a more modern restaurant that offers different healthy options as
well as tries to offer a finer dining experience. In order to achieve this modern
look, they have changed their logo to a simple yellow ‘M’, and they have also
changed the interior look of all their restaurants. One of the ways they have
made restaurants look more modern is by adding black colour to their stores.
Every McDonald’s restaurant also has screens to order which makes
customer’s visit less complicated and faster.
The picture below shows how company’s stores look today in order to reflect
their new branding strategy.
, Source: https://www.dailyrecord.co.uk/lifestyle/food-drink/mcdonalds-accused-ruining-2022-after-
26035288
McDonald’s has also expanded their brand as part of the new branding
strategy, which is to appear as a healthier and more modern brand. Even
though McDonald’s is a well-established brand they have managed to be
innovative by launching McCafé. This is part of their branding strategy and
helps the company to stay relevant. It aims to build a better image for the
business and build the perception that McDonald’s is more than just a fast-
food restaurant.
Reasons for McDonald’s to have a brand strategy
The first and most important reason for having a brand strategy is to build an
emotional connection with the customer. A brand strategy is usually confused
with a marketing strategy however, they are different as a brand strategy aims
to build a connection between McDonald's and its customers. By having a
brand strategy McDonald's is able to influence the things that their customers
associate them with. An example of this would be McDonald's latest brand
strategy that is trying to influence the perception of the public. Previous brand
strategy caused McDonald's to be seen as an unhealthy restaurant however,
their new strategy is aiming to show the opposite. The new brand strategy
wants to prove that McDonald's offers a variety of healthy options.
The second reason for having a brand strategy is in order to be able to
communicate with the customers your aims and values. McDonald's aim is
‘Our mission is to make delicious feel-good moments easy for everyone’. Their
recent brand strategy supports company’s aim. Their mission is to make food
taste good for everyone to be able to enjoy it which agrees with the brand
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