Mclibel Case

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“A reputation once broken may possibly be repaired, but the world will always keep their eyes on the spot where the crack was.”
-Joseph Hall

I. Background Analysis
There are as many brands in the world as there are stars in the sky. They’re innumerable. However, no matter how many they are, there are those stars that shine the most. This is also the case for the brands in the world. Only a few are able to stand in the international arena. Some try to venture into the world market. However, those brand either don’t last long or they’re devoured by the competition. It is never easy to go international. The world’s top brands were started by normal people with extraordinary determination. And if you don’t have the kind of determination they do, then it’s best for you not to be too adventurous. A few of the brands that dominate the world are Nike, American Express, Samsung, Coca- Cola, Apple, Marlboro, Louis Vuitton, Toyota, Mcdonald’s, and many more. These brands didn’t become what they are overnight. As some would say, “Rome wasn’t built in a day.”

They had to overcome hardships beyond whatever you and I can fathom but that didn’t stop them. For John Pemberton who concocted the formula we now call “Coke”, the 9 bottle per day he sold didn’t stop him from continuing his business. Today they sell 1.6 billion servings every day. Samsung started as a grocery store when Lee Byung-chul opened Samsung Sanghoe in 1938. The business grew and became successful and he moved the headquarters to Seoul in 1947. However, when the Korean War broke out, he had no other choice but to leave. So he started a sugar refinery and a woolen mill under the parent company, Samsung. Samsung was banned from selling electronics which they then offered. The ban by president Park Chung-hee lasted for 18 years which gave Samsung 18 years to fine-tune their products and become one of the biggest electronics providers in the world. We also have Louis Vuitton. At the age of 14, little Louis decided to move to Paris from his hometown, Jura. He made the 249-mile journey by foot, picking up odd jobs along the way. With extraordinary hard work, the brand she established is now worth $ 21.9 billion. Point is, everything starts from somewhere. There isn’t a company in the world that suddenly appeared and dominated the market. It took them years to establish the brand and gain customer loyalty.

Having mentioned several humble beginnings of big brands, it’s no surprise that these brands stand on the world market. While there are those that are exclusive, there are also those that are accessible to the public. Take Toyota for example, Toyota cars are everywhere. You can locate a branch in almost any country and any town. When it comes to reaching the public there’s another figure that hasn’t failed the people – Mcdonald’s. McDonald's is the largest chain of fast food restaurants in the world. It has more than 31,000 outlets worldwide. Simply put, It is the most successful food service organization in the world. When Mcdonald’s put on the tagline “Millions and Millions served”, they weren’t joking. According to their website, Mcdonald’s serves more than 47 million customers every single day.

From simple foundations, Richard and Maurice McDonald mastered the art of mass service production and opened a restaurant in San Bernardino, California which “Speedee Service System" which started the trend in modern fast-food restaurant. Mcdonald’s’ original mascost was a man wearing a toque on top of a hamburger shaped head whose name was “Speedee.” Eventually, Ronald Mcdonald replaced “Speedee” in 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs.

McDonald's first filed for a U.S. trademark on the name McDonald's on May 4, 1961, with the description "Drive-In Restaurant Services," which continues to be renewed through the end of December 2009.

The McDonald's Golden Arches logo was introduced...
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