Brand Analysis

The topic selected for this essay is MacDonald, and it is one of the most famous company in the
food industry across the United States and other parts of the world. Named after its founder, it is
very successful to an extent that people always think about its brand positioning and its impacts
to the society. The main reason why I chose this brand is that it is distributed in various parts of
the world, and it is successful in everywhere it is operating. Therefore, it is essential to
understand its history and the way it has been operating to offer its services, thus maintaining its
fame and stability for so long years since it was formed. Due to its success in the market for
numerous years, it portrays that its brand positioning is efficiency, and therefore, people willing
to start a business can make use of its strategic procedures. However, will continue to become
one of the most favorable brand for fast food consumers since it is able to make use of the
existing resources and appropriate strategies, which allows it to succeed in every environment.
MacDonald is one of the few brands in the fast food industry, which has been able to maintain its
position in the market for a long time. Even though it has proved to be effective and succeeded
with the use of positioning and marketing strategies, it still faces some challenges from the other
brands in the industry.
History of MacDonald
MacDonald has maintained to be one of the most successful fast food chain in the world, and
therefore, it portrays the use of effective business strategy implementations. At first, Richard and
Maurice MacDonald operated MacDonald’s like a restaurant in 1940 as an American fast food
company in San Bernardino, California. However, some changes were made in the company
within the years, and its modern corporation credits its founding to the franchise businessman
man known as Ray Kroc in 1954 (72). It makes use of multiple business strategies making it one
of the most successful fast food chain around the globe. Due to its successful application of
implementation strategies despite the current challenges, it is among some of the 500 fortune
firms in the world. Named after its founder, MacDonald influences many people in the society in
which it acts as their motivator. Furthermore, most individuals wishing to start a business are
interested in knowing the strategies used by MacDonald to become that successful across the
globe.
Over history, MacDonald offers a variety of products since its menu varies according to
geographical variations. Furthermore, most consumer packaged goods companies such as
MacDonald and Protector developed during the 1950s, enabling them to grow to the current
world(business). With proper use of marketing and brand positioning strategies, and attractive
services to consumers, MacDonald has been able to maintain its position in the market. The
menu of MacDonald’s industry includes French fries, Chicken Nuggets, coffee, soft drinks,
salads, cheeseburgers, sundaes and McCafe among other products in the American sector
("McDonald's Corporation," 2015). The firm is operating in more than 119 nations across the
world with more than 300,000 franchising stores serving an approximate of forty-seven million
people per day. The company makes use of various social activities and sponsorship of special
events and sports to enhance its brand image thus improving its performance. MacDonald’s
corporation is primarily operated by a franchisee who purchases food, packaging, and equipment
including other products from independent suppliers and it has enforced high-quality standards
and specifications with quality centers across the globe. However, its menu and products are
evolving due to changes portrayed by the technological advancements with the aim of improving
its quality, choice, and nutrition. The vision of MacDonald’s is to be the best restaurant in the
provision of customer service ensuring outstanding quality, service, cleanliness, and value with
the mission of being the favorite place for customers to eat and drink.
Most stories about the company resolves round the services it offers to its consumers since it is
perceived to cause healthy issue. Most people are concerned about its impact to their health, it
has attempted to make itself more convenient to attract its consumers. Its ability to respond to
healthy trend impacts many people to continue using its products as it influences more people
around the globe to buy its products. Even though some organizations such as the World Health
Organization claim that all types of fast food causes obesity and cancer, MacDonald has been
offering a happy meals to children(72). It has been able to conduct numerous events targeting
children in various countries with the aim of building brand loyalty. Due to its impact to
children, they are able to attract the other members of their family to the company. Focusing on
children is one of its main strategy in the contemporary world to attract more people to buy its
products, thus improving its brand image and marketing strategies. Even though some
organizations are against the use of fast foods, MacDonald has been able to overcome their
claims, changing the way people perceive the entire food industry. Over the past, the brand has
been changing its management and types of menu it offers in various parts of the world to
confirm with customer demands. However, main changes occurring in MacDonald aims at
meeting customer needs in various parts of the world based on their cultural practices, and
advance its marketing and brand image strategies.
Branding Elements/Perception of the Brand
Due to its branding elements and the way people perceives the company, it has been able to
become one of the successful firms in the fast food industry. There are numerous branding
elements that makes it possible for various companies to be recognized by their consumers and
they include color, slogans, use of celebrities, advertising styles, promotional activity
sponsorship of events, and social media presence. One of the most essential elements of
MacDonald is the use of color. However, one of the most vital aspects of visual branding is
color. Canary yellow is the primary of MacDonald