Mc Donald brand ladder

The Product Attributes:

If you tend to stop by the drive-thru from time to time, you probably have a go-to order. And
while it's good to know what you like, sometimes that can prevent you from discovering what
else is out there. (If all you get from McDonald's is a Big Mac, how do you know you wouldn't
like Quarter Pounders even more?)

With that in mind, we decided to put eight McDonald's burgers to the test. While we knew the
general differences between the various burgers, there were plenty of surprises along the
way

Hamburger
This burger was very, very dry, from the thin patty to the bun. Part of the dryness came from
the fact that I ordered all of these burgers sans ketchup (other than the Big Macs, which
don't come with ketchup). But if you're relying on one condiment to keep your burger from
becoming as dry as the Sahara, that's not a great sign.
The Product Benefits:

If you're dairy-free and want a McDonald's burger, consider paying a little extra to add
vegetables or sauce to this plain hamburger. We liked the pickles but couldn't taste much
else.
The Consumer Benefit:

Affordable, quick delivery, customization

Emotional branding

To be competitive in today’s advertising world, McDonald’s needed to update its communications

model. Mitchell says that although McDonald’s started as a very functional brand, advertising
themselves as the best fries at the lowest price, the brand and its communications model are
now all about making customers feel a certain way. (For example, think back to their “You
deserve a break today” tagline, or their “I’m lovin’ it” slogan.) Mitchell’s solution for winning the
hearts, minds, and attentions of customers, then, is to give them an “emotional free sample.”