http://bazilpatel.org/blog/the-successful-branding-of-mc-donalds-by-bazil-patel/

The successful Branding of Mc Donald’s by Bazil Patel Introduction Walking through a street, passing by the lanes, who can avoid from taking a note of the familiar site of Mc Donald’s restaurant at the corner of the street. The bright golden-yellow coloured logo or the chit-chat of the customers makes it really impossible to overlook this colourful busy place. And yes, if you are hungry then this is the right place to have a meal. This is one of its kinds and is yet to meet its competition. This brand has maintained its demand from then till now; from east to west and from kids to old. Every aspect has been thought and taken care of by the brand. No doubt, Mc Donald’s is the largest chain of hamburger fast food restaurants spread in a total of 119 countries with 35000 outlets, catering about 68 million customers worldwide. McDonald’s in India Although it was too late to enter In Indian Market and initially faced problems due to the use of beef but from then it has emerged strongly adapting to the culture, the customers and eating habits of Indian folks. Its Journey The first Mc Donald’s restaurant was started on the remote streets of California, United States by brothers Richard and Maurice McDonald. Ray Kroc, a businessman then took over the ownership and that’s how began the era of Mc Donald’s golden history. He started selling franchisee rights and from then this chain restaurant spread like plague to presently having its business in 119 countries. But do you think it was a cake walk? No, while building in different countries Mc Donald’s had to adapt to various norms and culture constraints of different countries. Similarly, it had to alter ways to appeal to different countries and some products in some cases. The brand made itself specialized and customized all at the same time, when adapting to a particular country. Definitely Branding played a very important role and was equally tough and challenging. Lessons to learn from Mc Donald’s Its franchising helped it to have a control on menu, policies and pricing. Its franchise helps to have four folded innovations and success. It’s branding is quickly recognizable, be it the clown Ronald Mc Donald, the red and gold logo, the identical outlets — all of it is a strong global branding. Its innovation and experimentation to maintain the old and develop new products are also its thumps up factors. Next comes its affordable pricing. It target masses and so the young crowd pour in at Mc Donald’s. No doubt it is peoples’ brand. Mc Donald provides employment to over 1.7 million of which most are youth. While advertising and marketing in different countries they do proper segmentation. The advertisement differs from country to country targeting differs customers and mindset. The aim is to reflect the changing demands of the customers. Many McDonald outlets give a free Wi-Fi facility and freedom to people to sit with their tab phones and laptops. With its powerful branding and customer service Mc Donald has come far and has maintained its powerful hold in almost all main countries of the world. Learning is continuous process and Mc Donald’s continues to update in its service and marketing. This is a sheer example of great success and this success is a result of great efforts of marketing, branding and service.