McDonalds- Brand giant hovering between right and falsehood.doc

 PAGE \* MERGEFORMAT 13 McDonald’s: Brand giant hovering between right and falsehood Was born in 1955, McDonald’s fast-food chain organizations, has evolved into a worldwide multinational companies has 30000 branches. McDonald’s is the restaurant industry, the world’s first brand, year, by the internationally renowned research institutions, the World Brand Laboratory brands launched in 2003 the world’s most influential brands in 100, McDonald’s ranked second. McDonald’s success stems from its founders, created a business model to adapt to requirements of the times, and through the development of uniform and standardized criteria, so that it can quickly copy of the expansion. Sixties and the seventies when the United States entered the stage of rapid economic development, people’s lives to accelerate the pace of work for a meal time is getting short, in particular, a large number of individual car ownership, the way the needs of fast meals there, and in the a number of airport and highway junctions established by the McDonald’s fast food restaurant to meet people’s needs. With the U.S. economy, McDonald’s take-off and a great success, virtually has a certain political and cultural significance, it was accepted as representative of the United States, the country’s image, while McDonald’s meal can be regarded as characteristic of middle-class lifestyle 1. In the early development process, McDonald’s has gradually built up a strong theoretical characteristics of CI to the United States as the basic colors red, yellow, to M for the brand identity of the CI system. McDonald’s branded content with their product quality, product market positioning, brand culture, product standardization and quality guarantee mechanism of production, brand image promotion, market expansion franchise mode. The success of McDonald’s unique business model to obtain the status of the world’s first restaurant, attracting the world’s strong concern and become the talk of the people, enablin