McDonald’s: adapting to local markets to build a global brand
Tony Quinn, Ken Fujioka, Christine Bella, Robin Bardolia, Andrew McCowan, Frida Chehlaoui, Shujoy Dutta and Ratan Malli
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...
