Brand Management Report - Essay Example

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For global consumers, the brand embodies the appeal of the golden arches, McDonaldlan and Ronald McDonald, the ever-present advertising, and the…
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Download file to see previous pages Benjamin Barber has illustrated the emergence of McWorld, founded on globalising markets, and creating a uniform set of cultural values, social practices, and products that are represented by McDonald’s. In Barber’s point of view, hostile Jihad forces resist McWorld, with the two being insubordinate of liberal and democratic principles. Hence, although McDonald’s contributes in the homogenisation and standardisation of an international consumer culture, it brings newness, diversity, and variety to numerous section of the world, hence facilitating the formation of a ‘hybridised postmodern global popular culture.’ As a result, Ritzer’s explanation of the classification of rationalisation in illustrating the practices and influences of McDonald’s is quite objectivistic and falls short in expressing the cultural and subjective intricacy of the spectacle of McDonald’s, whilst the idea of Barber of McWorld also excessively simplifies.
It is not likely that a large portion of the customer base of McDonald’s view themselves as caught in a trap, even though undoubtedly several of its employees feel imprisoned and trapped in their oppressive labour conditions. On the cultural aspect, the process of McDonaldisation conceals the forms of rationalisation with a vibrant environment, frequently adorned with images from contemporary movies and figures of mainstream entertainment, to offer a funhouse getaway and to amuse the customers and to satisfy their stomachs. Underneath the appealing facade, to be certain, unchangeable circumstances of rationalisation operate discreetly, disguised by the exterior of the promised product and service offerings of McDonald’s as providing amusement and gratifying eating for a fast-paced world.
Majority of the feedback from the primary research are an outcome of the global brand strategy of McDonald’s. Evidence of this can be discerned in the image of family, fun, affordability, and convenience linked to ...Download file to see next pagesRead More
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