McDonald's Brand Attributes, Values, and Personality - Assignment Example

 McDonald’s kept promises about the supreme quality of food with effective customer service in a clean environment which reflects in every McDonald’s outlet. They have done an appropriate marketing mix strategy over the product, price, place, and promotion in order to satisfaction of customers. The promotional activities may have attracted but delivering according to the advertisings is the most critical part of a company. McDonald’s has created a strong brand value by keeping its brand promises. The quick service, the get-up of outlets, product quality have kept things simple for the organization. People choose McDonald’s for several reasons like corporate meetings, family and friends get together, celebrating birthday parties, and many more (Schroff and Tresnowski, 2012, p. 113).  They had some issues related to health as the maximum Mac food products are junk food that affects human health. McDonald's has efficiently overcome the problems by introducing healthy food items like salads and many more vegetarian items in its menu card. Nowadays people perceive that burger means the Big Mac burger of McDonald's as the company has efficiently drawn the brand promises in customers’ minds.

Brand Personality   

            A set of human individuality that is qualified to a brand name is known as brand personality. There are five different traits that measure brand personalities such as excitement, sincerity, competence, sophistication, and ruggedness. The study will help to reveal McDonald’s different traits of brand personality.

 A positive brand personality helps the company to increase the customer base and core competency of the company. McDonald’s is a fast-food giant globally. McDonald’s has the supportive which will favor differentiation. For a long time, it is the number one brand within the fast-food industry due to the strong dimension of excitement and competence. The massive brand image has impacted customer’s perception and the favorable competitive traits among all the competitors like Wendy’s and Burger King Increases the br4and personality globally. Compared to the competitors the sales promotion and advertising strategy have emphasized youthfulness and action. These efficient efforts evoked McDonald’s to a higher sense of excitement among the loyal customers. Seeing these competitive traits competitor like burger king has tried to implement the strategies in order to gain the similar brand personality.

Brand Values

            The mission of McDonald’s is to make the Mac outlets the peoples’ favorite place for having food. In order to meet with the mission statement, every organization has to create effective values in customer’s minds. McDonald’s brand value can be found in their business operation.

            McDonald’s provides high-quality food in a healthy environment in order to satisfy its customers. According to the business policy of McDonald’s the customers are the reason for company existence (Scholosser, 2012, p. 225).  Therefore they provide quality service each and every time. The business model of them depicted by three-legged stool that of the owner, supplier and employees. McDonald’s believes that these are the foundation and in order to operate successfully it is vital to balance the interest of these three groups. The company does its business practices by strong ethical model and they contribute to social welfare activities. Moreover, corporate social responsibility like zero solid waste, water, and plastic recycling has increased the moral and ethical value of a brand. The social welfare program such as they do charitable activities to make the world a better place for life in. they treat their customer as customer is god for them. These effective brand values helped McDonald’s to make the fast-food giant globally.

McDonald’s Brand Attributes

            Attributes are used to refer to a product than referring to a brand. The attribute of a brand’s product is a feature or a function of collaborative products.

The strong brand attribute of McDonald’s fast food products is the food products have strong relevancy according to the expectation of customers. A happy price meal is the key example of this.  Moreover, the customer trust in a Big Mac burger has increased the consistency level of the brand. McDonald’s strongly believes in the ethics and values of the company. The effective credibility of products like fries, coke, burgers is one of the major attributes of this brand. The company has able to operate its business practices according to its mission and values. The effective delivery of promised quality and services actually made McDonald’s a unique brand globally within the industry. The affordability factor-like happy price meals and happy hours made the brand interesting.

Visual Identity of McDonald’s

            A visible element of a specific brand that includes color, font, shape is known as the visual identity of a brand.

            McDonald’s in every outlet uses the yellow letter “M” to denote its brand. It is highlighted in red background. The font which is used by the company is not complex enough.

Major of people globally know about the color, font, and shape of letters. The logo of the company is a strong asset for them. In terms of marketing McDonalds only uses the logo for its promotional campaigning of newly launched products or outlets. The logo is strongly memorable in customer’s minds. The font which is used is a very simple one. Even though the color is not used in many campaigning areas or in the case of different color usage, people easily identify the brand through the simple font of the “M” letter. Everywhere McDonald's uses this logo either in packaging or in employee uniforms, or in marketing promotions or in materials. According to the general rule of business, two different colors is enough. McDonald’s unique yellow and red are popular worldwide.