Brand Re-positioning of McDonald's - Case Study Example

Branding plays a very crucial role in assessing the performance of a specific product or service. Aside from this, it contributes to a more successful marketing approach. The successful completion of a new tactic depends upon two things. First, one has to share it, and want to share it. Second, one has to trust and live the vision that one's strategy embraces. Two methods have been developed to what has been practiced and introduced in the market. These are brand orientation and brand repositioning (Temkin, 2008).

Of all the elements in a marketer’s strategy, perhaps, a brand’s positioning would be the most difficult to modify. It is imperative for today’s businesses to ask, “How can brands cope up in meeting the ever-changing perceptions of customers?” While customers ask, “how should the brands we are acquainted with and adore start to perform?” Marketers must keep in mind that consumers would eye brands that demonstrate practical and realistic characteristics.

In our today’s condition where the recession is present, brands of all sizes and segments need to spend more in keeping their promises to consumers (Giovannoni, 2008). At one point in time, brand repositioning received negative feedback and comments from various sectors. They see it as a disparaging act because it attempts to clean a company’s image of past wrongdoings instead of thinking of possible solutions for a given problem. In due course, are views over repositioning came to a halt and a lot of companies are now considering in applying this method to re-invent their image and regain their place in the market.

Francis Jago, managing director of design agency Fingal, has seen a bigger focus on return on investment which resulted from “re-branding”.