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Brand Imagery: Brand Imagery Used By Mcdonalds

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Brand imagery is used by McDonalds to find out what people feel about their brand and how the brand meets customer’s needs.
1. User profiles are used to determine what type of people use the brand such as families, people in a hurry, business people and students looking for quality and price. Demographic factors are used such as age, gender, income and marital status. Psychographic factors such as careers and social issues. The brand is used by so many people it is known as a “Brand Leader”.
2. Purchase and Usage Situations: McDonalds makes sure its restaurants are located in busy streets. The restaurant targets children’s parties and special occasions. McDonald’s have an extended menu. McDonald’s customers have been asking restaurants to …show more content…

McDonalds now has brand personality unlike in the earlier year. They now provide an honest wholesome family friendly service. They provide fun with balloons and kids meals. The kids’ meals include a toys in a “Happy Meal.” The service is consistent and reliable. They restaurants are well designed and family orientated. The staff are very friendly.
4. History, Heritage and Experience: The McDonald’s brand has a strong association with customers. These associations can be related to friends or experiences in the restaurants such as a birthday party. Memories can be evoked of experiences long ago. McDonald’s memories can make people feel …show more content…

Customers can make different judgements as regards a brand. Customers put together imagery and the different brand performance to make the judgement (Lane Keller, 2011).
1. Brand quality: This is how McDonalds is seen in terms of the perceived quality if the brand. The McDonalds brand is known for quality. They advertise where there ingredients have been sourced, such as 100% Irish beef and the names of beef suppliers.
2. Brand Credibility: Customers will consider broader issues relating to McDonalds. Customers look at the brand in terms of trustworthy, perceived expertise and likeability McDonalds are seen as a market leader, competitive and innovative. The company considers its customers and make a visit to McDonald’s fun so that customers enjoy themselves in the restaurant and consider the visit a worthwhile experience.
3. Brand Consideration: Customers will think about McDonalds and consider the brand when looking for a “fast meal”. Brand consideration is very important to McDonalds in brand equity. McDonalds brand consideration depends on its strong and likeable brand associations that have been developed as part of the brand image (Lane Keller,

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