Brand Reinvention: The New, Old McDonald's
The name McDonald's is virtually synonymous with the idea of 'branding.' The idea of McDonaldization seems to imply the standardization and Americanization of both culture and food. However, the brand image of McDonald's has in fact gone through a number of reincarnations, over the company's long history. One of the most notable shifts occurred when the company shifted from its slogan of "You deserve a break today," or "It's a good time for the great taste," to "Mmm...I'm lovin' it."
During the 1970s, when more and more women were becoming 'liberated' from the stove, and going to work in record numbers, the idea of being not having to slave over a hot stove was seen as a positive benefit of eating McDonald's hamburgers. The idea that it's always a good time to eat burgers and fries similarly stressed the ease and convenience of fast food. During the 1970s and 1980s, the fact that fast food was hot, cheap, and relatively inexpensive was a good thing. Fast food, according to McDonald's, was also family-friendly, because it enabled communication rather than diverted time to food preparation. McDonald's commercials often showed children and parents bonding over Big Macs or cheeseburgers. One commercial showed an adorable, slender, winsome young girl fearful before her piano concert. She gets through her experience by fantasizing about going to McDonald's after her recital, as promised by her doting parents.
Children were openly courted...
" Every town now has Thai, Japanese, and Indian restaurants to complement the Chinese and Italian fare. Consider the supermarket shelves that carry multicultural products such as Campbell Hispanic-style Fiesta soup, sushi platters, wasabi and seven different taco salsas. Burger King and McDonald's sell their millions of burritos to somebody! EXAMPLE OF NEW MARKETING TRENDS In July 2001, Campbell's Soup Company announced a program to recreate the company and restore its growth
Retail Management Large retail stores around the globe aim for "similar look" in architecture so their stores can stand out and be an identifying factor for their brand. Even the fast food chains would aim for the same kind of architecture everywhere. However Prada goes against this philosophy of similar look and design and hence aims for architecture as different from its last store as possible. This is Prada's way of
activities, the services we will be proposing will deal with a certain set of activities that a working individual has less and less time for and will be tempted to turn to a specialized company that will help him deal with such kind of activities. Paying bills, shopping for groceries and other needed products in the house, requiring information to the banks for credits or payment options, going with
The result of Kleinfeld's tremendous changes was been a thriving company, but a demoralized workforce. This result highlighted the problem with instituting change and the types of internal resistance innovative managers have been forced to deal with when overhauling failing companies. In fact, one of the primary concerns that employees have had when there has been any type of major corporate restructuring has been the fear of layoffs. When Spirit
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