Poor Public Image
Conceptual framework
Perceived quality, brand loyalty, brand awareness and brand associations are all widely used concepts and therefore they are applied in this study. Apart from the analysis of the way brand equity influences consumer behaviour, the connections between these four dimensions are also studied (Buil, Martinez & de Chernatony, 2013). Previous researchers have identified connections among perceived quality, brand loyalty, brand awareness and brand associations (Vukasovic, 2016; Buil et al., 2013). Laying emphasis on the immediate impact which the sizes of brand equity could have on it would reveal that the biggest effects are expected to be from brand associations, brand loyalty and perceived quality. Brand awareness has been identified as an important but insufficient factor for value creation. This paper talks about the concept of corporate rebranding strategy as well as the concept of a coordinated group of proposition proposals focused on its conceptualization as well as establishment in a chosen case study.
The case study: MacDonald's rebranding strategy
The McDonald's restaurant, founded in California by two brothers in the mid-20th century, fast became a common relaxation spot for teens during the post-war financial boom period. As at today, McDonald's boasts over 30000 global restaurants and services over 50 million customers in over 100 nations daily (Botterill & Kline, 2007). Nonetheless, this brand often found itself at the centre of media criticism especially for the environmental, social and labour externalities displayed by its ever-expanding business. These criticisms focused on the biggest worries and concerns which include youth labour issues as well as the company's adverse effects on healthy lifestyle among children, community values, culture globalization and the environment.
Rebranding strategy
i. Young workforce
The PR personnel of the company have tried to legitimize the labour policies of the company using publications on employee reward systems. They equally showed huge care in their selection of servers, choosing only the happy and helpful ones for their marketing programs (Botterill & Kline, 2007). With the reducing number of teens during the '80s, the company hired increased numbers of immigrant, disabled and elderly workers so as to put an end to or reduce...
Companies that have invested in defending their brand and managing the customer experience outside of their website have seen great returns. Within the travel industry, for example, companies such as InterContinental Hotels Group and Royal Caribbean Cruises have both extended their reach to manage the customer experience on partner sites with a very high degree of success. In each instance, their efforts have resulted in an improvement in the
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One's experience with a product builds that attitude, and trial samples become more effective than advertising itself, especially in the early stages of building a strong brand. Brand name recognition is important especially when a company is using varying brand strategies for multiple products. NetMBA.com points out that there are several strategies when multiple products are being branded. First, single brand identity means attaching a separate brand to each product; Procter
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