McDonald’s: adapting to local markets to build a global brand

Eight local JWT planners give brief accounts of how the McDonalds brand is perceived in their local markets: UK, Brazil, Japan, USA, Australia, Lebanon, India and China.

McDonald's: adapting to local markets to build a global brand

A brand can mean different things in different parts of the world. McDonald's, with its ubiquitous golden arches and Big Mac, is a truly global beast. But, while the logo might be consistent around the world, its positioning is not. In parts of Asia and Eastern Europe, it is seen as an aspirational meal out, but it fights to overcome its junk food image in more developed markets.

We asked eight JWT local planners to give their view of how the fast food outlet is perceived in their markets, and...

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