Essays about: "Mcdonald brand"

Found 5 essays containing the words Mcdonald brand.

  1. 1. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Alice Ekeroth; [2023]
    Keywords : corporate branding; brand positioning; brand activism; anti-brand activism; brand communication; Social Sciences;

    Abstract : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. READ MORE

  3. 2. McDonald’s Brand Revitalization Strategy – Big Brands Will Never Die

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Linda Miksch; Ailien Nguyen; Charlotte Schulz; [2018]
    Keywords : Business and Economics;

    Abstract : .... READ MORE

  4. 3. Dramatically Changing Brand Image

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Johanna Orheim; Saga Bluhme; Clara Michelsen; [2018]
    Keywords : Brand image change; paraprosdokian; cognitive dissonance; brand perceptions; brand prejudices; elements of surprise; Social Sciences;

    Abstract : The purpose of this journal is to further investigate how a brand, during a limited time frame, can change an unwanted image by challenging the stereotypical perceptions of their brand by adding an element of surprise. The research is conducted through a multiple-case study consisting of four cases: Mercedes-Benz, Opel, McDonald’s and Lidl. READ MORE

  5. 4. “I’m not greening it”: An explorative study of greening strategies affect on consumers’ brand image

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lovisa Gunnarsson; Orkun Aydin; Rebecca Hitijahubessij; [2018]
    Keywords : Green strategies; green branding; green brand image; brand image; McDonald’s; Business and Economics;

    Abstract : Purpose: The aim of this paper is to explore how brands’ greening strategies affect consumers’ green brand image. Design/Methodology/Approach: This study is based on a qualitative approach, researching one case, McDonald’s greening strategies compared with the consumers’ brand image. READ MORE

  6. 5. Research on response and relations between customers and brand equity : A comparative study of McDonald and Max in Sweden

    University essay from Institutionen för humaniora och samhällsvetenskap

    Author : Diep Nguyen Thi Bich; Junu Maiya Balami; [2011]
    Keywords : Fast food industry; Brand; Brand equity; Mcdonald; Max; Sweden;

    Abstract : Despite of economic downturn in recent years, the food service industry has performed well in Sweden and has grown by 4.1% in 2009. Now, the players are in a battle of differentiating their products/services and offers, as the degree of competition are moderately high in the market. READ MORE