BRAND EQUITY

Brand Equity

McDonald's and Disney

Introduction

In 1996, McDonald's signed a 10-year agreement with The Walt Disney Company. This agreement has led to the introduction of restaurants at Disney theme parks, and the promotion of Disney films through McDonald's. Packaging is the primary source of advertising, along with the addition of limited edition products added to the menu. Examples include Pocahontas and The Lion King. But this long-term relationship has been ended a few years back.

Introduction to the company - McDonalds'

McDonald's is one of the most successful fast food restaurants in the world. The product which is sold by McDonalds throughout the world is basically the same. It looks that there is no difference in the culture or taste. Today, the "Big Mac" hamburger is the biggest achievement of the company in all the five continents and has even become a common point for all the people. Mc Donald's is an American company that has achieved lot of success and also left its original market (USA) to capture the world with its good quality.

Introduction to the company - Disney

Disney is popular name in the homes across of the globe, because of its magical experience that their visitors enjoy on their theme parks, which is the result of vast amount of training to its employees to constantly endeavour to provide best quality of customer service so that every person's visit becomes their one of the memorable experiences of their life. The Disney not only provides training to their actors who are there to entertain the people but also provides the structured learning environment of the customer satisfaction through the Disney Institute (PCH Profit Report, 1999).

Discussion

In the case of McDonald's, the company always takes into account competitiveness as an essential intrinsic feature of business success. They offer a variety of snacks around the clock, while the management targets more customers for between foods refueling. In addition to this, company's marketing strategy is unique. The entire ambiance in the stores is in accordance to the standards of the company. It is the leadership that identified the unique marketing approach, as well as the identification of diversity into mid meal snacks and the all-hour approach resulting in a tremendous increase in revenue for the company. It exercises unique standards and policies, which are in very strict control in all units and all over the world.

McDonald's core strategy has always been to target children and adults. ...