We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Corporate America: Are Consumers Really Fooled by Family, Friendly Rebranding - Essay Example

Comments (0)
Name of author: Corporate America -Are consumers really fooled by "family friendly" rebranding? Rebranding is one of the major business strategies adopted by many of the big American corporate companies to survive the competition and to stay in the market…
Download full paper
Corporate America: Are Consumers Really Fooled by Family, Friendly Rebranding
Read TextPreview

Extract of sample
Corporate America: Are Consumers Really Fooled by Family, Friendly Rebranding

Download file to see previous pages... Fed up with eating same thing regularly, many of the McDonald customers started to rely on other food services to enjoy a different taste. “Recently McDonald decided it was time to stop the decline in global profits and the bleeding of customers to healthier options, and devoting billions of dollars in a global corporate re-branding intended to blunt McDonald’s association with unhealthy kids” (Re-branding: the McDonald’s strategy, p.4). Many people believe that such rebranding strategies by big corporates companies are actually fooling the consumers. In other words corporates are providing the same thing in new appearance to the customers. This paper analyses the rebranding strategies of corporate companies and the actual intention behind such strategies. At an operational level, McDonald’s stores were to be given new interiors, revamped staff uniforms and packaging, and new menu items. In their UK print and outdoor campaigns, a golden question mark now replaced the Golden Arches explained by the tagline “McDonald’s. But not as you know it”. Re-branding: the McDonald’s strategy(Re-branding: the McDonald’s strategy, p.4). It is evident from the above descriptions that MacDonald is actually trying to polish their image with the help of new brand building strategies. It is an accepted fact that currently, they are struggling hard to stay in the globalized market because of the intrusion of many other competitors who offer better food at cheaper rates to the customers. With the help of rebranding strategies MacDonald is trying to cater the same food under new labels and new packets. It should be noted that attractive interiors and new slogans may increase the visibility of the brand; but it may not enhance the taste of the food supplied by McDonalds. Ultimately, a consume is paying for the food rather than the enhanced interiors or food packets. In other words, McDonald is trying to cheat the public in the name of family friendly rebranding. Nicolas Sarkozy can never become Mike Webb even if he does lot of makeups. McDonald is trying to do the same thing. They wanted to become something of the higher order with the help of rebranding strategies. With rebranding efforts, change is not limited solely to unveiling a new name but also to potential changes to the corporate logo and slogan. There are five possible permutations of these elements in corporate rebranding: slogan only, logo only, logo plus slogan, name plus logo and name plus logo plus slogan In part, the degree to which the rebranding is evolutionary or revolutionary is related to the circumstances that prompted the decision to rebrand (Bradbury, p.15). It is evident from the above details that the customers are getting the same thing under new labels when big American corporate companies undertake rebranding strategies. Name, logo or slogan are not much important to the customers. What is important to the customers is the product or service from the organization. If the quality of the product or the service increases as part of the rebranding process, the customers will be benefitted. However, such things are happening very rarely. It should be noted that Apple company struggled a lot during the latter parts of twentieth century to stay in the market because of the stiff competition from arch rivals Microsoft. They did many things as part of their rebranding strategy. They have changed their multicolor logo into a single color logo. ...Download file to see next pagesRead More
Comments (0)
Click to create a comment or rate a document
Do Consumers Really Make Rational Decisions
To be able to answer the question regarding the rationality of the choices made by the consumers, it is important to explore the issues related to the decision-making process of the consumers. There are different internal and external factors that can affect the choices of the consumers.
11 Pages(2750 words)Essay
Ethics in Corporate America
Corporate America bounces at the opportunity to establish its ethical posture in public, yet frequently has failed to construct ethical choices when such choices intervene with profits. A company must educate and train its employees on constructing ethical decisions, as avoiding them can show to be detrimental and costly to its brand image.
10 Pages(2500 words)Essay
Does corporate Social Responsibility influence consumers behaviors
Mc Williams and Siegel (2001) pointed out that various factors like firm’s size, diversification, R&D and market conditions can influence Corporate Social Responsibility. They also concluded that if these factors are considered, the corporate social activities will promote or hinder financial performance.
16 Pages(4000 words)Essay
Family Friendly Workplace
Research done on this shows that, there are three distinct stages in the development of family-friendliness in any given organization workplace (Crompton, 2006). Step one implicates an attention on child-care and execution of one or more programs as well as numerous resistance in the entire organization.
5 Pages(1250 words)Essay
Is Hydropower Really Environmentally Friendly
There are also various preventive measures that can be taken both within and outside hydropower plants, which make it a safer energy source. However, there are many ways in which hydropower is also harmful to the environment. It causes a reduction in the biomass of fish fauna and benthic invertebrates and some reservoirs cause emissions of greenhouse gases which cause global warming.
4 Pages(1000 words)Essay
Family Friendly Policy and Optimum Shifts for Nurses
There have been numerous studies investigating the negative health risks related to shift work and their impact on nurses. The UK, to date, has the longest working hours in Europe, and is note as the only nation to not include maximum hours allowable to work, in their policy.
8 Pages(2000 words)Essay
Who Rules America Corporate America, Weber & Marx
To understand the fundamental principles of legitimate power and the approaches to whether capitalism is the correct approach one must look at the period surrounding the Enlightenment because this is the time when the individual became an important entity, no longer was the individual part of a class on a hierarchical structure, with power relating to that class.
3 Pages(750 words)Essay
Family-friendly / Work Life Balance Polices  
Firth (2002) has suggested that “balance is subjective and changes over time.” This meant sometimes work takes more time over family, or it could be vice versa. It is depending on circumstances
8 Pages(2000 words)Essay
Corruption in corporate America
However, after 2 weeks, my friend said that his department head says he still does not have enough money and promised to help my friend get a higher ranking instead. My friend was then fervently asked not to mention this concern to anybody connected to the
2 Pages(500 words)Essay
Rebranding Selfridges Brand
The company has moved to the status of a public limited company as the public are currently allowed to buy shares of the company. Selfridges is being considered as the one of the best departments in the world. Branding has played an immense role in making the Selfridges what
10 Pages(2500 words)Essay
Let us find you another Essay on topic Corporate America: Are Consumers Really Fooled by Family, Friendly Rebranding for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us