Brand Reinvention

Paper Summary:

The paper shows how the brand image of McDonald's has gone through a number of reincarnations, from stressing the fact that fast food was hot, cheap and relatively inexpensive to stressing its status as a value-based company that offers tasty food. The paper shows how McDonald's tried but could not totally reconfigure their brand. The paper explains that McDonald's could just reconfigure the core elements of the product that made it so popular in the first place and could eliminate the more objectionable elements like marketing to kids.

From the Paper:

"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." "

Sample of Sources Used:

• "Dreams." YouTube. Retrieved 11 Feb 2008 athttp://www.youtube.com/watch?v=5184llMCDwA
• "School is Hard." YouTube. Retrieved 11 Feb 2008 athttp://www.youtube.com/watch?v=rtdrjt_1zUU
• "McDonald's Recital Commercial." YouTube. Retrieved 11 Feb 2008 athttp://www.youtube.com/watch?v=-2yklZeEbFE&feature=related
• "McDonald's 1996 Winter Olympics Commercial." YouTube. Retrieved 11 Feb 2008 athttp://www.youtube.com/watch?v=dHiVhCqqvUw
• "McDonald's McRib Sandwich Commercial." YouTube. Retrieved 11 Feb 2008 athttp://www.youtube.com/watch?v=T6sH5IbNyrE&feature=related

More papers on Brand Reinvention:

• Article Review # 129780 : "Brand Revitalization"
• Analytical Essay # 121523 : "Brand Report Card"
• Analytical Essay # 23900 : "Pepsi Cola Media Plan"

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