McDonald’s Brand Elements
A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations: 1. Brand Name: The first McDonald’s restaurant was opened in 1940 by brothers, Maurice (“Mac”) and Richard McDonald in San Bernardino, California. In the first phase, they offered a wide selection of items. Later that in 1948 they renovate the business and launched huge quantities of low-priced products. To achieve this, the brothers limited the menu—which only featured hamburgers, potato chips (later replaced by French fries), drinks, and pie. They included a self-service system. Customers get their product in a short time and at a low price than other competing restaurants. McDonald’s was a huge success, and the brothers began a franchise program. In 1954 Ray Kroc became a franchise agent for the brothers. In April 1955 Kroc launched McDonald’s Systems, Inc., later known as McDonal...