Branding

After a lot of brainstorming and percolating down from around a million definitions available on the internet, I personally think that a Brand is a recognizable entity which has characteristics which act as clear differentiating factors from anything else in the entire global ecosystem. It seems to be one of the most important assets when it comes to a product (albeit, intangible yet again!).

Products make use of visual, audio or any other kind of branding trinkets in order to make their brand different from anyone else. These are things like Symbols, Logos, Mascots, Tunes, Jingles, Taglines, Names etc.

In case of Mc'Donalds, following would be the differentiating factors whose summation we could collectively term as the Branding of the franchise:

1.

The Golden Arches-one of the world's most recognizable logos-introduced in 1953, unchanged till date!

2.

A very interesting fact (and very relatable especially after you've read it) about Ronald Mc'Donald, the Mc'Donalds mascot is that this clown guy is one of the most photographed mascots in the world! Ronald has surely come some distance since 1963.

Another characteristic of a Brand would be its propagation according to the geographical sensibilities. As I can personally relate properly, I would use the example of the Indian launch wherein Mc'Donalds had to drop several high volume selling items from the menu as beef is really something that might have irked the common Indian sensibilities. So what do they do-they come up with something the Indian fast foodie has always loved! The Mc'Aaloo tikki and the Chicken Mc'Grill. And this came as a very welcome modification with the very smart pricing strategy (about which we will soon be talking!).

Mc'Donalds has ever since been targeting children and those who are children in spite of physically having passing that particular age bracket. Due to the nature of the chirpy ads, children centric campaigns and the more recent attempts at wooing the child inside a large intended audience, Mc'Donalds comes across as a very fresh and lively brand.

A very interesting list which reflects on this particular statement:

·         1961 - Look for the Golden Arches

·         1967 - McDonald's is your kind of place

·         1971 - You deserve a break today

·         1975 - We do it all for you

·         1975 - Two all beef patties special sauce lettuce, cheese pickles onions on a sesame seed bun - This was never an official company slogan

·         1976 - You, you're the one

·         1977 - You'll enjoy the difference - In UK

·         1979 - Nobody can do it like McDonald's can

·         1980 - You deserve a break today

·         Early 1980s - At McDonald's we've got time for you - United Kingdom

·         1981 - Nobody makes your day like McDonald's can

·         1983 - McDonald's and you

·         1984 - It's a good time for the great taste of McDonald's

·         1985 - It's Mac Tonight

·         1988 - Good time, great taste (that's why this is our place)

·         Late 1980s - There's nothing quite like a McDonald's

·         1990 - Food, folks and fun

·         1991 - McDonald's today - The entire jingle was "What you want is what you get at McDonald's today."

·         1992 - It's Mac time - Australia only

·         1992 - What you want is what you get

·         1993 - There's nothing quite like a McDonald's - United Kingdom

·         1993 - Do you believe in magic?

·         1994 - Make every day a McDonald's day - South Africa only

·         1994 - Rock On - Australia only? Featured David Essex' song "Rock On"

·         1995 - Have you had your break today?

·         1997 - My McDonald's

·         1997 - Did somebody say McDonald's?

·         1997 - Enjoy more - United Kingdom

·         1998 - Only McDonald's - Australia only

·         1990s - A visit to McDonald's makes your day - United Kingdom

·         1990s - McDonald's - It can happen - United States

·         1990s - Eddie the Echo - How ya doin'? How ya doin'? - United States

·         2000 - We love to see/make you smile

·         2000 - Put a smile on

·         2001 - There's a little McDonald's in everyone - Canada only

·         2001 - Things that make you go 'mmm' - Australia, UK and New Zealand

·         2002 - Every time a good time

·         2002 - Smile

·         2003 - me encanta - The Justin Timberlake slogan song

·         2003 - i'm lovin' it - The Justin Timberlake slogan song

·         2005 - Feed your inner child - An advertisement shown in Australia showed various adults in suspended animation, and having child versions coming out of them

·         2007 - Things that make you go 'mmm' - Breakfast us

Interesting. I can be loving it. Because it constantly evolves, it pays attention to its customers' requirements and locations and priorities and you have to admit-they have a marvelous job with the arches and the clown.