Contemporary Brand Management

Contents Page

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

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