Contemporary Brand Management

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Section………………………………………………………………………………..Page Number

1.Introduction……………………………………………………………………… 3

2.The Brand………………………………………………………………………...3-4

3.Brand Positioning…………………………………………………………………5-8 3.1.Positioning Strategy………………………………………………………..6-7 3.1.1.McDonalds…………………………………………………………..7 3.1.2.Burger King………………………………………………………….7 3.1.3.Greggs PLC…………………………………………………………7

4.Brand Analysis…………………………………………………………………….9-14 4.1.Brand Identity………………………………………………………………..9 4.2.Brand Logo…………………………………………………………………..10 4.3.Brand Name…………………………………………………………………11 4.4.Brand Image………………………………………………………………...12-13 4.5.Brand Pyramid………………………………………………………………14

5.Retail Environment………………………………………………………………...15-19 5.1.Retail Image……………………………………………………………….....15 5.2.Retail Interior…………………………………………………………………16 5.3.Retail Exterior……………………………………………………………….17 5.4.Retail Staff Appearance……………………………………………………18 5.5.Retail Staff Behaviour………………………………………………………19

6.Brand Management Recommendations……………………………..................20
7.Conclusion…………………………………………………………………………..21

Appendices

1.……………………………………………………………………………………..22-23 2.……………………………………………………………………………………..24 3.……………………………………………………………………………………..25 4.……………………………………………………………………………………..26 5.……………………………………………………………………………………..27-36

Bibliography…………………………………………………………………………...37-47

1.Introduction
This report will discuss the McDonalds brand relating in particular to brand concepts and academic models that I feel that are relevant to the company. In this report I will examine brand analysis; the brands image and a positioning statement. The retail environment will be discussed in detail too as my evidence shows McDonalds is trying to position itself as a retail environment and not just another fast-food outlet. And finally I will go into some brand management recommendations.

2.The Brand
A brand is described as something that has a ‘life cycle, a personality’ and is a collection of perceptions that consumer’s have in their minds about products and services provided by companies. Brands begin with a badge or a promise of consistency in an uncertain world and offer basic and tangible benefits to any consumer (Fieldwick, P, 2002).

This definition completely fails to recognise that consumers also build up relationships with brands and don’t just buy for a functional reason, but instead, consumers are driven by emotion and often relate to a brand in terms of the values, beliefs and ideals that it stands for.

A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service (Keller, 1998 quoted in Kapferer, P, 2004).

The Author focuses on the fact that gain is brought on by the “perceived added value” of the brand. How do the perceptions of the consumer change when they know that the product is Nike, Adidas or Umbro? The tangible benefit of the product itself is put to the back of their minds and instead the brand name is of major importance (Kapferer, J, 2004, p.10).

(American Marketing Association quoted in Schinduette, M, 2009, p.169). States “that a brand is a name, terms, sign symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competition.”

Is it just the symbol or sign that differentiates a brand from the competition, rather than the products that is produced as well as the packaging and marketing communications carried out by the brand?

Schinduette (2009) also focuses on the intangible attributes of the brand rather than the tangible ones for example, emotion, conscience; personality of the brand and what the brand stands for. He states that despite how simple or complex the product is; it still offers the consumer a complex mix of “functional, symbolic and emotional values” and rewards.

There is a crucial difference...
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