Brand Champions of Tomorrow: Did Somebody Say Branding?

Stephanie M. Baca

The author, from Northwestern University USA, postulates that McDonald's loss of market share is due to the company failing to realise that though it owns the logo, its consumers own the meaning behind it.

Brand Champions of Tomorrow Did somebody say branding?

Stephanie M Baca, Northwestern University

As I discuss the importance of a brand, I can think of no better company that demonstrates branding like McDonald’s does. McDonald’s has successfully marketed itself as an icon in American culture. It is a model example of how a logo or jingle can conjure up different feelings and images for many different people. There isn’t a child or an adult in the country – or even the world, that doesn’t think McDonald’s when they see the Golden Arches. However, recently, McDonald’s market share...

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