BRAND MANAGEMENT

CBBE of McDonalds
Brand Resonance Pyramid
Sheikh Zargham Zaigham (01607)

CBBE of McDonalds

Salience:

Who are you? McDonalds is a famous multinational carbonated soft drink.

The main objective of the company is to refresh the world in mind, body and
spirit. To inspire moments of optimism and happiness through their brands and actions.
Distinctive Signs: The Coca-Cola logo, like the brand itself, is recognized
globally. The characteristic design with a white swirl and a cursive style
revives the youth spirit. Their famous logo can be recognized by the 94%
people of the world.

Performance:

Primary Products: Carbonated drinks like Coca Cola, Sprite, Fanta, Diet
Coke etc.
Secondary products: Juices and other drinks like Minute Made, Ciel,
Powerade etc.
Price: Meet-the-competition pricing: the Coca-Cola products pricing are set
around the same level as its competitors, Coca Cola has to be perceived
different but still affordable.

Imagery:

User Profile: Historically McDonalds targeted the children and their parents
but now they try to reach out to everybody without any differentiation
between people.
Purchases and Usage: On average 5.6% growth annually with located in
major areas like airports, highways, malls, tourist locations, theme parks.
Large investments have been put in to support the franchise network, with
over 75% of the restaurants being franchised
Personality and Values: the company wants to be perceived as a
convenient, efficient and fun brand
History and Experiences: Initially McDonalds restaurants were for quick
lunches only. In 1962 McDonalds first introduced the sit in restaurant. Since
then McDonalds have been continuously improving in the inside restaurant
experience for the customers.

Judgments:

Quality: Coca-Cola system has the highest standards and processes for
ensuring consistent product safety and quality -- from their concentrate
production to the bottling and product delivery.
Credibility: They are the global leader in beverage industry, with a portfolio
featuring 20 billion-dollar brands.
Consideration: Coke has a good consideration according to people given
that around the world, average person consumes a coke product every four
day.
Superiority: The carbonated soft drink market is dominated by the CocaCola Company, which held a market share of 48.6 percent. Pepsi co is on
second with market share of 20.5 percent.

Feelings:

Warmth, Fun: good atmosphere, great aesthetics and young spirit

Excitement: New seasonal products (like Big Tasty), new toys for children in
Happy Meals every week, tickets and sponsorship events
Security: Despite food safety control, consumers are still septic regarding
hygienic methods and quality of products (launching of campaign to visit
kitchen in Pakistan)
Social Approval, Self-Respect: 22 billion customers around the world
prove that the company is included in food habits and clients have a certain
respect towards the brand