WEEK 2: BRAND COMMUNICATION AND POSITIONING STATEMENT No unread replies. No repl
ID: 410131 • Letter: W
Question
WEEK 2: BRAND COMMUNICATION AND POSITIONING STATEMENT No unread replies. No replies. Mini-Case Analysis: In the "I'm Lovin' it" campaign, McDonald's needed a theme that was wide enough and broad enough to speak to all of its various audiences both in the United States and around the world. This is a classic brand-building campaign. (a) Go online and read what you can about the effectiveness of this effort. What are its strong points? Identify any points of criticism if any and explain them. (b) Consider the components of a brand described in Chapter 2 and analyze whether you think this campaign should be continued, or it is time to update or change the message.
Explanation / Answer
McDonalds I am loving it campaign is what are the most successful campaign in the world in terms of providing identity to an organisation. It started as a competition to find out the best available slogan for the company which is Catching to the year of the customer as well as easy to pronounce and to modify according to the different markets.
At the end of the competition McDonald's was successful in getting a slogan of I love it which was later modified to I am loving it. Buy collaborating with different stars and directly affecting and spending $1.3 million on promotion what's the reason of the success of this is specific campaign to give McDonald's as their identity. This identity definitely increase the region of reach and directly increase your level of profits for the organisation as it was known to more and more people across the globe with the help of the specific tagline. Later this deadline was accompanied by the “ba da ba ba ba” audio logo which was also very successful and give a strong identity to the organisation.
For overcoming their competitors, mcDonald's board almost each and every section for advertising their slogans and this directly reduces the overall competition for the organisation and increases the level of resistance for other brands.
As per the effectiveness of this is Pacific campaign, it should be continued as it has created a very strong identity of McDonald's in terms of identification. If we remove this tagline and logo from the company, people would not be able to understand the brand .Removing an essential part of the brand name from the organization would definitely be wrong for McDonald's. The message is perfect and convey the perfect message of McDonald's as well as provides a positive image of the brand.
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