Brand Identity Matrix

McDonalds
By Carter
Identity

Mcdonalds uses the yellow and red as primary colours in its logo design. The
yellow colour represents the famous arches of its first franchised restaurant the
red colour represents the food industry of this company.
Relationship

McDonald’s has retained and established long term relationships with their
customers. This has been the main driver of its growth to the status of the
world's largest hamburger fast food restaurant. A good relationship with
customers is a big thing for Mcdonalds and to make sure that the customers
have a cordial with the workers at Mcdonalds. A relationship between
mcdonalds and their customers is a big thing for mcdonalds which builds loyalty
and sustain growth.
Position

At first McDonald's position strategy was just Quicker service of hamburgers but
their efforts in reducing the time led to the evolution of the positioning strategy.
The people that go to McDonalds began to view Mcdonalds as a Low Priced,
Quality Hamburger with quick delivery.
Expression

McDonalds is creating a team focused on digital customer engagement as the

restaurant industry continues to look into technology as a key way to boost
customer sales. The new team is part of the fast food giants strategy to use
technology to reach customers and drive sales growth. There digital customer
engagement teams responsibilities will include digital ordering, personalization,
payment, loyalty and delivery according to messages obtained by CNBC.
Personality

At our best we don't just serve food we serve moments of feel good all with the
light hearted, unpretentious,welcoming ,dependable personality consumers know
and love.
Mission and Vision

Mission: to ensure at every interaction that all are welcome, comfortable and
safe.

Vision: to move with velocity to drive profitable growth and become an even
better Mcdonalds serving more customers delicious food each day around the
world.
Culture

Mcdonalds culture prioritizes employees needs and development. The

company's core values and standards of business conduct emphasize the
importance of helping people.
Competence

Mcdonalds is an industry leader in the fast food industry. Its key competitive
advantages have included nutrition, convenience, affordability, innovation,
quality, hygiene and value added services.

Mcdonalds has some weakness of its own to be sure but now that it has mostly
stopped following the millennial consumer and focuses instead on its core
customer who appreciates good food at a good value it is the better investment
for McDonalds