Brand identity-Mcdonald's

The world's largest fast food restaurant is McDonald. Products are burgers,nuggets,french fries. However,fast foods are really unhealth.It damages the reputation of McDonald.Later on, McDonald expand their product.Now,McDonald sell salads and vegetarian items.Apart from this, it also expands cafes-Mc cafe.It caters a market trend.Within this ten decades,cafes become popular. It was founded at 1940 by Dick and Mac McDonald.In 1955 a businessman Ray Kroc joined a franchise. So,McDonald started to operate some branches to worldwide expansion.

Mission:
To be customers' favorite place and way to eat and drink.Though people,products,place,price and promotion to improving the operations and enhancing customers' experience.

Value:
1.Place the customer experience at the core of all we do
Therefore,the goals are quality,service,cleanliness and supervision.
2.Committed to customer
A team of well-trained individuals is essential.
3.believe in the McDonald’s Systemoperators, suppliers, and company employees, is a foundation, and balancing the interests of all three groups is key4.operate our business ethicallyRun the business in high standards of fairness, honesty, and integrity
5. give back to the communitiesHelping customers build better communities, support Ronald McDonald House Charities6.grow business profitablyThey  work to provide sustained profitable growth for our shareholders
7.strive continually to improveThey aims to anticipate and respond to changing customer, employee and system needs through constant evolution and innovation.

Consumers:
Mc Donald's service is fast and high quality.Apart from the service, the price is not to expansive.It is affordable for public.Expect the quality of service and affordable price, it is also suitable for celebrations like birthday party.

Rebranding and redesign:
McDonald's packaging reflected it. If you take a look at the old Big Mac packaging above, you'll notice that there are many differences when compared to today's packaging. There's no information about calories/protein/fat etc and very little reference to health/nutrition in general.
Value:

In 2004 though,a video showed a man who ate solely McDonald's food for an entire month and documented the decline of his health throughout. It was an eye-opener and clearly, McDonald's custom suffered because of the movie.

It opened people's eyes to the ill-effects McDonald's food was having on their health and many boycotted the fast food chain. Consumers had become more health-conscious and for the first time ever, this was reflecting their buying decisions on a large scale. Because of this , McDonald's needed to appeal towards this demographic.

So, McDonald's branding/packaging department stepped into action and created the packaging we know today. If you look closely at this packaging, you'll see much more emphasis on nutrition/health. It talks about the ingredients on the side of the box and on the bottom, it contains nutrition/calorific information. It also has beautiful imagery of fresh ingredients which further emphasises the products nutritional benefits.

This packaging redesign allowed McDonald's to appeal to a new audience of health-conscious individuals; individuals that previously might not have even stepped foot in a McDonald's restaurant.

To counteract negative publicity:

Strangely, this is another reason for packaging rebranding that can be demonstrated by the McDonald's fiasco mentioned in the previous point. Upon the release of the Supersize Me , McDonald's received more than their fair share of negative press which clearly, had a negative effect on sales.

Consumers were outraged at the amount of fat, salt and other substances present in McDonald's popular fast food items and McDonald's had to act quick. Whether the claims portrayed in the Supersize Me movie were accurate or not was irrelevant as the bad press was hurting McDonald's sales nonetheless.

Sponsorship: 

McDonald's became an official sponsor of the Olympic Games in 1976 and has a longstanding commitment to the Olympic Movement. At the 1968 Olympic Winter Games, McDonald's airlifted hamburgers to U.S. athletes competing in Grenoble, France, who reported they were homesick for McDonald's food.Since then, the company has served its menu of choice and variety to millions of athletes, their families and fans. In 2012, McDonald's announced the continuation of its TOP sponsorship for the next eight consecutive years through the 2020 Games.McDonald's is the leading foodservice retailer with more than 30,000 local restaurants serving quality food to nearly 50 million customers in more than 100 countries each day. Approximately 70 per cent of McDonald's restaurants worldwide are owned and operated by independent, local men and women.

Awards & Recognition

McDonald's has been recognized as a great place to work in more than 30 of the markets in which we do business.

Brands

Fast Company 2011 Most Innovative Food Companies BrandZ 2012 #4 Most Valuable Global Brand Forbes 2012 #7 World's Most Powerful Brand 2012 #7 World's Most Powerful Brand Interbrand 2013 #7 Best Global Brand

Leadership

Fortune 2014 #22 Most Admired Company in the World Ranked #3 among all companies for “Management Quality” Ranked #7 among all companies for “Global Competitiveness” Ranked #4 among all companies for “Financial Soundness” McDonald’s also ranked #2 in the Food Services category Hay Group 2013 #8 Best Company for Leadership Barron's 2012 #3 Most Respected Company Black Enterprise 2012 Don Thompson Named One of Most Powerful CEOs