Enhancing McDonald's Global Brand Equity Through Promotional Strategy

University of Bolton

BSc (Hons) Business Management Top up

BMP6001 Dissertation

An Investigation of Enhancing Brand Equity Globally Through Promotional Strategy – A Case Study of McDonald’s

Name: Cosmina-Alina Onel

ID Number: HE07406

Supervisor:

Acknowledgment

First, I would like to thank God to make me capable enough to do something worthwhile.

I would especially like to thank my supervisor for his generous time and commitment. Throughout my dissertation, he had taken his valuable time to help me whenever I needed; read through my draft copies; listened to me patiently; quickly answered all my email queries, and supported me every step of the way. Starting from refining the research topic, he has encouraged me to develop independent thinking and greatly assisted me with writing.

Thanks to all of those Tesco employees who had taken time for filling in the questionnaires in my research. Without their active participation, it would not be possible to carry out this research.

Last but not the least, I thank my family members, friends, and relatives for their kind help and cooperation during the research period.

Abstract

This essay demonstrates McDonald's marketing strategy to leverage McDonald's acronym Internationalization in the Asia, Pacific, Middle East, and Africa regions to achieve unprecedented business success, especially in the APMEA market. It also focuses on the cultural and topographical aspects of the targeted clients. It also examines McDonald's Corporate Social Responsibility (CSR) and its sustainability labors to build and uphold strong stakeholder relationships. McDonald's is an American fast-food corporation founded in 1955 by Brothers Richard James & Maurice James McDonald's. Rendering to Forbes, McDonald's is the largest cafeteria chain in the biosphere. McDonald's has stores in extra than 100 countries and serves nearly 70 million clients daily. McDonald's is usually renowned for its consistent menu, including hamburger sandwiches & French fries, but due to its internationalization strategy, we are continually testing new products, including locally related menus. The corporation is also measured as a strong contestant to coffee shop cables like Starbucks, thanks to the popular drink McCafé, which is ranked as the major coffee shop company in Australia & New Zealand. Over 85% of restaurants are run by self-governing franchisees, McDonald's is primarily a franchisor, and the greatest of the revenue comes from rent & royalties grounded on a fraction of sales.

McDonald's franchisees must meet very stringent standards to be recognized to signify the brand. Therefore, McDonald's pays very near attention to the franchisee. Franchisees are measured as key stakeholders and partners to succeed. All marketing-related activities such as pricing, branding, and advertising are handled by McDonald's. Employee training and product growth are another examples of the value McDonald's bids to franchisees. Rendering to McDonald's 2017 Annual Report, McDonald's marketing activities focus primarily on "value, quality, menu selection, food taste, nutrition, suitability, customer experience." Experts consider the entire world as "one market without borders" rather than considering all the overseas markets in which it operates for large businesses to be competitive. Insists that it needs to be globalized.

Keywords – Café, Brand equity, Marketing, and strategies.

Chapter 1: Introduction

1.1 Background to the research topic

Brand equity is repeatedly referred to as an advertising term that maintains an organization's brand equity. The worth determined by customer perception of a specific brand is known as brand equity. Organizations can use their products to make brand equity. This makes it easier to obtain and recognize your product in the present market. Companies with optimistic brand equity allow clients to pay higher prices for certain products. It doesn't matter if your competitors offer similar products at lower prices. In addition, it supports the growth and efficiency of the company. It rotates around 3 factors: the resulting value, client perceptions, and positive and negative impacts. This has a direct influence on a company's sales, and in utmost cases, it is clear that one or additional companies are competing for brand equity. It's significant for an organization to gain a competitive benefit and make it informal for companies to start marketing. Brand equity is highly dependent on the kind of promotional strategy your organization pursues. This kind of strategy is intended to inform and mark your audience about specific product specifications.

Advertising strategies consider a variety of doings such as marketing, social media, sales, and e-commerce. The motivation for using promotions is to endorse your product in a method that individuals and markets can easily recognize. Brand equity aids organizations grow their businesses around the world. To that end, it is always significant to have an appropriate advertising strategy. As technology advances, we see significant changes in our promotional doings. Various organizations are introducing new forms of advertising to sell their products. This helped drive some organizations to achieve a particular state-run of brand equity. In this way, advertising strategy is a directly proportionate growth of brand equity and is beneficial to the competition in the present market.

1.2 Background to research organization

McDonald's is an American fast-food company originated in 1954 by Ray Kroc. It started as a small restaurant and has grown into a world-leading fast-food company. Their service spans more than 100 nations and has 36,000 cafeterias 2 worldwide. There are extra than 1270 cafeterias in the UK with roughly 120,000 staff. Widely loved for its ingredients & deliciousness, it is the secret to accomplishment. They started their voyage in England in 1974. McDonald's is the largest company in the world & is well known to the majority of individuals. Rendering to their yearly report, they capitalize $ 4 billion annually in advertising. They have an experienced team of advertising teams working on a digital invention to look for well marketing choices. All advertising and advertising strategies are grounded on customer ideas. They mainly focus on worth, quality, taste, menu, and client experience. Promotions are an important feature of their promotion strategy, and they know they are moral at it.

McDonald's promotes its products using both online & offline media. The custom of television, print broadcasting, and online media is obvious for their promotion. Advertising, public relations, elevation, and direct advertising are McDonald's four strategies. As a form of advertising, they offer striking discounts on their products that aid attracts new clients. At the same time, McDonald's sell their products digitally using social media stages such as YouTube, Twitter, Facebook, and official websites. They partake in a charity house called Ronald McDonald House Charity, which is dedicated to philanthropy. They are likewise obsessed with environmental plans that support people interested in ecological safety. This helps upsurge the worth of the brand in the business space.

1.3 Research rationale

Promotional approaches are used throughout the organization to sell goods in the current marketplace. Increasing technology and rivalry in the market expose all organizations to competitive competition. In the hope of financial gain, organizations are pursuing brand equity that can grow globally. Recently, the study found that advertising strategies are very important and practiced. Though, it is significant to consume brand equity on the Global Platform. To improve a company's brand equity, it is significant to thoroughly research the part of ??advertising strategy. It turns out that promotional activity is absent for companies that affect the development of many organizations. This research aims to determine the aids and three importance of advertising strategies. McDonald's can work on how to adopt promotional approaches to globally emphasize the state of the brand equity. Brand equity is non-achievable. This research should be conducted to analyze the status of brand equity with the aid of advertising strategies. This study bridges preceding literary gaps in the idea of brand equity.

1.4 Research questions

• How can you increase McDonald's brand value through advertising strategies around the world?

• What is the significance of advertising strategies in enlightening brand equity?

• What must McDonald's do to improve brand equity?

• How does McDonald's work to increase brand value?

• What promotional approaches is the company pursuing to achieve that at the stage of global expansion?

• What are the limits of the promotional actions that the company carries out to reach them internationally?

• What strategy does McDonald's use to overcome boundaries while expanding its business internationally?

1.5 Research aims and objectives

This study aims to examine the custom of advertising strategies to improve brand equity around the world.

• Determining the Importance of Brand Equity

• Assessing the Importance of Advertising Strategy to Improve Brand Equity

• Analysing the Impact of Advertising Strategy on Corporate Brand Equity

• To McDonald's to Improve Brand Equity Providing appropriate recommendations

Chapter 2: Literature review

2.1 Introduction of literature review

The survey additionally discovered motivational elements for employees and the way cafes can custom them to encourage them to attain their presentation objectives. They make sure that people are very prompted to grow the maximum out of it. They supply the inns had to enhance worker performance, which includes excellent operating settings, excellent earning and bonuses, elevations, and different aid. We additionally discovered that people are especially prompted with the aid of using outside elements, especially people with financial incentives. Nonetheless, it's been diagnosed those monetary inducements by myself might not be enough to encourage people at the effort. Other functions that encourage people are first-rate operating conditions, improvement urges, and acknowledgment.

2.2 Main body with heading and sub-headings

In today's world, no brand is unwilling to promote its service or make a name for itself in the marketplace. Brand equity has a variety of motivations and benefits. It shows brand consciousness and brand fondness among people. It likewise means the customer's brand awareness. It is authoritative that companies increase their customers' brand consciousness by implementing a variety of advertising and marketing approaches. All this firm work will be rewarded for ensuring the existence of the company in the global market. The importance of brand mindfulness is very important as it impacts customers to favor this specific brand over additional brands. It likewise helps improve brand faithfulness among clients. Brand equity frequently helps to increase client loyalty because it focuses on firming up the brand image and productivity. To enhance your brand image, McDonald's need to build a relationship of trust with your customers. In addition, most large companies make extensive use of promotional approaches to support their international growth. This plan is extensively used by businesses as it is the most cultured and cost-effective strategy for increasing brand value and income in the worldwide market (Algharabat et al.,2019).

Without globalization, companies would not have been able to establish themselves globally. Globalization is a more important contributor to closing the distance amid markets and consumers, particularly from a worldwide perspective. The greatest of the world's leading corporations are committed to international development to enhance exchanges it Improves marketplace share, profits, sales, and brand equity. But it has never been easier for a company to achieve extraordinary success and results. This wasn't possible till they started capitalizing on marketing & advertising. And it later altered the whole scenario. In the past, it was a big challenge for businesses to achieve good outcomes due to a lack of advertising and advertising activities. However, the development of advertising activities has made it conceivable to achieve extraordinary results while functioning in a market that is now completely unfamiliar. Also, it doesn't matter how numerous potential competitors are competing. In addition, large companies often plan their businesses at the planned level from a long-term perspective, so we are focusing on improving brand equity.

As per Iglesias et al., (2019) McDonald's has stores in more than 90 countries and serves nearly 70 million clients daily. McDonald's is well-known for its consistent menu, usually including hamburger sandwiches & French fries, but with 's internationalization strategy, including a locally related menu, continuously testing new products. The company is likewise considered a robust competitor to the coffee workshop chains like Starbucks, thanks to the prevalent drink McCafé, which is ranked as the major coffee shop company in UK, Australia & New Zealand.

According to Zollo et al.,(2020), More than 90% of cafeterias are run by self-governing franchisees, McDonald's is primarily a franchisor, and most of the revenue comes from rent & royalties built on a fraction of sales. McDonald's franchisees must meet very stringent standards to be recognized to signify the brand. Therefore, McDonald's pays very near attention to the franchisee. Franchisees are measured as key stakeholders and partners to succeed. All advertising-related actions such as pricing, branding, and promotions are handled by McDonald's. Employee training and product growth are another examples of the value McDonald's bids to franchisees. Rendering to McDonald's 2017 Annual Report, McDonald's marketing activities focus primarily on "value, excellence, food taste, menu selection, nutrition, suitability, customer experience".

GLOBAL GROWTH AND SUCCESS STRATEGIES

Since the start of the company in 1973, McDonald?s Corporation began spreading domestically throughout

According to San Martín et al., (2019) Since its founding in 1973, McDonald's has begun expanding its business in the United Kingdom and has increased brand awareness. The first strategy began with a direct courtship to middle & upper-class people, as seen in nations such as UK and China. Though, with many special offers on some foods, McDonald's has begun to appeal to some lower-class people. China was McDonald's first worldwide country to do extensive research before the inaugural of a restaurant. In fact, over globalization & internationalization, McDonald's was able to grow its marketing strategies to serve precise target markets, adapting to different regions depending on cultural and national differences. The corporation conducts extensive research on the areas in which it wants to open a location, based on several factors, counting social, technical, cultural, political, and economic conditions. The key to McDonald's success is the business motto of "think globally and act locally." This has permitted the company to attain financial achievement in all regions where it opens fast-food restaurants.

Brand equity

Conferring to Foroudi et al., (2018) equity has 4 sides. These are brand awareness, perceived quality, brand loyalty, and brand relevance. Brand awareness denotes the forte of a brand's presence in the minds of consumers. Brand awareness involves two concepts. Brand awareness and brand recollect. Brand awareness denotes whether customers remember having previously touched the brand. Recall denotes whether the customer can remember the mark with or is deprived of support. Assisted recall comprises brand awareness. Brand loyalty is the deep-rooted promise to continually repurchase future priority products and services. Brand loyalty is comprised as a loyal customer base is anticipated to generate highly predictable sales and profit flows. In addition, treating faithfulness as a strength facilitates loyalty-building programs that can advance brand equity. Professed quality is well-defined as the consumer's subjective judgment of the product's complete excellence or advantage. Perceived superiority is the consumer's perception of quality in terms of price. As the perceived superiority improves, so do other factors of consumer insight of the brand. Brand connotation refers to the consumer's relevance to the brand, including superior product presentation, expressive benefits, self-expression benefits, and administrative benefits. Therefore, the goal of the branding course is to generate high awareness, recognition, and perceived quality in addition to creating a strong optimistic relationship with the brand being patented.

As stated by Yu et al., (2018), Globally, McDonald?s earns excessive sales in the UK. UK is one of the hardest markets to go into for overseas businesses, because of the administrative hardships forced upon through the UK authorities. The purpose in the back of such hardships is purely primarily based totally on the UK authorities in search of guarding its home businesses and service for its people. One of the maximum successive techniques that McDonald?s makes use of earlier than starting up its shops is studies and improvement of its nutriments. Tastes and possibilities range throughout the globe; thus, the employer very well analyzes the desired tastes, specifically to now no longer offend neighborhood cultures. For instance, the UK is a country in which pork is pretty unpopular because of non-secular purposes; thus, the employer needed to provide you with burgers that have been now no longer made with pork, however as a substitute with hen or lamb. Besides, the employer needed to make flavors that have been highly spiced so that they will meet the overall flavor possibilities. To in addition highlight the globalization detail integrated through the employer, the achievement techniques comprise:

Emphasis on Local Management

Around the world, McDonald's is proud to hire locals, especially executives, to get to acceptances in countries out of. The emphasis is grounded on the Topic of the Company "Think Globally and Act Locally". For example, the corporation has decided to set up two joint schemes with 2 local entrepreneurs in the UK, who were chosen to run a fast-food restaurant. This planned move has given companies easy entree to the national government bureaucracy.

access to the bureaucracy associated with the country?s government.

CHALLENGES THE MCDONALD’S HAS OVERCOME

As per Yu et al., (2019), The corporation has grown over multiple challenges, including adaptation to the local environment. This is an ongoing trial for the company as it opens more restaurants around the world. But the major challenge for the company came when the corporation bottomed out in 2001, especially with new trends in healthy eating. This was especially noticeable in his home nation, the United Kingdom. This epidemic continues to this day, making McDonald's one of the slightest visited fast-food cafeterias. Subway's sales amplified due to the availability of low-calorie submarines. Since 2001, the corporation has changed its strategy. Instead of increasing the number of stores, we definite to change the menu and introduce a healthier diet. In fact, between 2000 and 2002, the firm suffered a significant decline in profits. However, the company has begun to grow revenues from its slump since the launch of a new menu of healthy meals for grown-ups, such as fruit snacks for children and grilled chicken flatbread. This is shown in Figure as incomes have begun to upsurge since 2003.

In addition, in 2004, the company began experimenting with products to meet federal well-being regulations and meet the health requirements of the society in which it operates. Introduced a new oven-baked sandwich that is improved and tastier for customers. In 2004, the corporation faced challenges and amplified its stake from 15% to 17%. For example, McDonald's in Australia presented McCafe, a gourmet coffee, to its clients, this was a great success.

RETAINING LOYAL CUSTOMERS

Experts propose that if McDonald's needs loyal clients, you're not limited to customer satisfaction. requires ample more than. The McDonald's brand differentiates itself from its competitors not only in client loyalty but likewise in quality, consistency, and standardization. Author Iglesias et al., (2019), his article "Do you want loyal customers?" Don't stay satisfied, "Providing essential services differentiates organizations in today's competitive market. Not enough to do it. " Iglesias et al., (2019), explains that executives need to comprehend what quality of service their customers value and get their workers to incorporate those potentials into their everyday interactions. The creation of a culture that highlights these standards ??and delivering can create organizations related to purchaser satisfaction in the middle of faithful driving that can promote business development. From to, business leaders. Customer service improvement is worth different news, corrugated sentences, or "for customers" It is continuously pretty fair. "According to Iglesias et al., (2019), the company will always provide rich and highly real production products, so the company cannot mechanically translate to the business. Iglesias et al., (2019), “Actually Maximum 80 percent before fulfillment to clients who switch to competitors. To make the house's adviser to most of the formal research, they can discover them a bit more concerned for their study. Experts state that with complete "lip service" to client loyalty in today's market, companies may think they comprehend the value of a faithful customer base. So why are few people offering client service that builds loyalty?

“The trial lies in human nature & the capability of service workers to grow the correct attitudes and behaviors that support.” What clients want in a service deal. According to research, consumers want four characteristics, regardless of business, product, gender, age, or location in the world: " Most McDonald's-operated countries always offer a flagship menu of burgers and french fries. Though, in each region it offers, other local products cater to cultural & local palates. There are many instances of local menu stuff presented by McDonald's that are as well-known as main dishes in any country. McArabia in the Middle East, McFalafel in Egypt, a Greek Mac with Tzatziki Sauce in Greece, McArabia Tangine in Morocco, and Cheddar McMelt in Brazil are fair a few instances of how McDonald's can provide a glocalization skill to all its clients.

From time to time, McDonald's deviates even more confidently to ensure cultural fit. The menu during the stay in the UK comprises a bowl of Machado et al., (2019), a popular dish. McDonald's marketers comprehend that faith can have a significant impact on culture. In culture, customer behavior and level brand faithfulness are greatly influenced by what religion directs believers. Religious civilizations tend to consume high collectivist scores. According to Hofstede Insights, The United States is individualistic and has a high groove of 91. Therefore, if the brand can plea to a religious society, it gains the loyalty of the whole society, but sending a message that violates the culture or religion of that society for any aim suffers enormous losses nationwide. McDonald's can even get a typical boycott. Rendering to the Machado et al., (2019), one in two is a confident buyer who chooses, switches, or boycotts products that do not part public and social beliefs. This behavior is often observed by consumers in emerging countries such as China (73%) and India (65%) and recognized markets such as the UK (50%) and the United States (47%). Is not observed very often. They are also prone to individualist scores.

four qualities” (Beck, 2005)

2.3 Conclusion of literature review

In conclusion, McDonald's 's key success is stated to be the strategy of moving to a global through internationalization and thinking of a local. In the APMEA marketplace, McDonald's proves that it could adapt to a culture that is very different from its hometown in the United States. McDonald's has become a leader in the fast-food industry through its locally pertinent menus, corporations with local dealers, and the implementation of socially and ecologically sustainable practices. However, McDonald's may overdo it in internationalization performs with 's greedy drives for 's marketplace share. It brought the influence of multiples of and even Some observers are using McDonald's internationalization to attain what they sound the "McDonaldization" of the world.

Chapter 3: Methodology

3.1 Research process

Queries are a systematic way to discover an answer to a problem. It is essentially the study, collection, and assessment of the evidence of intelligence. Interpreting to Clifford Woody: "Survey fits problem definition and redefinition, hypothesis or proposed solution formulation, data collection, organization, assessment, hypothesis achievement, and formulated hypothesis. Conclusion, whether or not. It is anticipated that the survey will be conducted using a quantitative survey methodology, in which comparison and comparison are made by establishing a relationship among numerical information and theories of advertising management and promotion activities. A company like McDonald's can perform the analysis. In addition, the study also employs a deductive approach to mitigate these theories using the composed statistical facts. The deductive approach is important because it permits simplifying statistical data separately from general data. Therefore, to get going, the entire survey follows the original survey format. The current study has clear goals and intent. Current research favors the philosophy of a positive research approach.

The survey follows a thorough design for collaborating with many survey participants. We will survey McDonald's employees and perform a quantitative data study. The importance of research is to well understand how an organization works and processes. Qualitative data analysis, on the supplementary hand, is performed by positioning interviews with McDonald's marketing executives. The data found for the study will not be customed for commercial purposes and the data of the research contributors will not be disclosed in any place.

3.2 Research approach

There are 2 main types of methods, the inductive approach, and the deductive approach. In this learning, researchers use a deductive research approach. This helps researchers to provide well-organized conclusions and insights on topics grounded on previous Studies One of the key advantages using this research method is the ability of this approach to accurately measure concepts. This not lonely enhances the researcher's ideology, but likewise improves the overall outcome of the study. Though, the disadvantage of this kind of method is that it can limit your imagination and originality.

Research Strategy: In this study proposal, researchers use surveys and interviews to gather the required information. It will aid researchers to have a deep knowledge of the productivity of the subject. Research strategies help researchers advance their overall work and drive the research process. It helps researchers create action plans that consist of their thoughts and ideas.

3.3 Limitation

Since this learning focuses only on McDonald's, the outcomes of other UK countries and banks anywhere in the world cannot be predicted. Recruitment and performance motives may not be comparable to other business segments around the world.

Constraints

There may be many observation restrictions. Thus, it may be difficult to read out the observation immediately. Therefore, this limit is described as trails:

• First, the perception cannot be completed temporally due to numerous factors. For example, the company can place it in order of recording.

• The price can rise from the research deduction. This is since value and period are related.

Reliability and validity

Collecting statistics in a variety of ways could restore the accurateness of your organization's results. Quantitative research tactics allow scientists to analyze information at a basic level, and qualitative study methods allow them to collect comprehensive hypothetical facts from the writing literature. This improves the efficiency and dependability of your business study.

Ethical consideration

Admiration for individual and community autonomy, privacy, and dignity: Individual independence has a great reputation for ensuring effective transfer of records & numbers for corporate data transfer. Most of the data gathered for the role of study is the overall influence of the field of study in the situation of an undergraduate. At a similar time, considering this detail, data transmission should be approved in an effective way that compliments the company's simple policies and strategies. Individuals with a degree may see that they want to complete the basics within the degree though the criminal characteristics of the entity have not been recognized. It needs a combination of influential data transmission and research records, which can spur learning developments. Therefore, scientists want to maintain individual self-sufficiency, privacy, & self-esteem to do justice on the topic of learning. As stated with the aid of experts, well-versed consent aids to cleanse the informed consent of the defendants contributing to the study. Thus, for this study work, the scholar can obtain agreement from the top-off consultation, which encourages the scholar to get written consent & the researcher to get the researcher's permission. Is done. The consent form can be dispersed via numerous online email and communication structures.

The secret is the other features that have a great impact on the ethical aspects of research. In this case, the privacy of the investigation document must be preserved to better defend the investigator's date. Thus, to maintain the privacy of the records, we can likewise store all the test records in a password-protected software program & record the test records in cloud space. we can deliver a strong password for every research paper to evade all methods of hacking. All the devices exaggerated by this technology use the 2018 Data Protection Act, registered below English law, to deliver record-safe antivirus responses that scientists can rigorously support, may be comprised. This will morally improve the brand's investigation file and allow it to cross over the brand as part of verification knowledge with the aid of appropriate criminal administration.

3.4 Research methodology

In this study, researchers use quantitative research methods. Quantitative methods consist of reviews as the primary source of information gathering. This type of survey collects numerical data grounded on the survey. Use statistical techniques to inspect the relationships between numeric variables. It is based on random sampling and is informal to present, summarize, and simplify. The data is composed like a personal response form. The results are grounded on dependent variables & the sample size is typically large likened to other approaches.

Data Collection: Data was edited from both primary and secondary bases. Primary data was composed through structured questionnaires & multiple face-to-face meetings, and secondary statistics consisted of journals, books, the Internet, and newspapers.

3.5 Research instruments/tools

For data collection, researchers will provide a private questionnaire to respondents conducting the review. Researchers collect the collected information by mail. Additional analysis is based on the results of the investigation. Numeric data is logged and evaluated using statistical media for data collection. Frequency analysis and Excel spreadsheets are primarily used for research. These collect vast amounts of data to support the research procedure.

3.6 Sampling

Twenty customers share the insights gained from McDonald's research and comment on the custom of advertising strategies to enhance brand equity. The fifth sampling procedure takes into account the simple arbitrary sampling procedure. This sampling technique eliminates prejudice and ensures that all defendants are treated equally.

3.6 Ethical implications

As per Machado et al., (2019), Additional standards too strict standards, but the high point of researchers responsible for behavioral research. To achieve this, McDonald's needs to develop and continue research logs. It must be carefully agreed by all associates and agents, & the full role of each group associate must be predicted at the initial stage of the author and the magazine. Unlike the simple information collection of research, the study must try to answer the exact question. For research on humans, scientific archives, and anonymized human nerves, it is important to get the support of each company's institutional evaluation or morals committee. Research suggestions need to talk about moral issues related to research. Researchers need to pay particular attention to vulnerable subjects so as not to violate moral norms (e.g., children, prisoners, pregnant women, expressively challenging, academically and economically). The patient statistics sheet should include the purpose, event, benefit, and loss of ability, and truth of refusal to participate in the study, including recruiting subjects. The consent of the subject or guardian must be distinct and obtained, and measures must be taken to ensure the confidentiality of the statistics provided to the subject.

Resources: A survey takes place to gather primary data. 20 customers' surveys will be shown. They are assumed to have rational information about advertising strategies and the status of a company. Research survey results are measured in Microsoft Excel anywhere the survey results are inserted in the numeric pattern. McDonald's can draw charts and diagrams to clearly understand the research outcomes.

Chapter 4: Findings (data presentation)

Brand Equity: Brands are further than just names & signs. These are important factors in the relationship between businesses and consumers. A brand represents a consumer's perception and sentiment towards merchandise and its performance, that is, everything the product or provision means to the consumer. Rendering to study, brand equity is the multidimensional idea. It contains brand faithfulness, brand consciousness, perceived superiority, brand relevance, and other unique brand value (San Martín et al.,2019). These assets, in turn, provide profit and worth to the company. The brand ultimately exists in the minds of customers. Many studies describe brand equity as "an advertising asset of lasting value to brand owners because it exists in the minds of consumers and impacts future acquisitions by buyers and their social networks through word-of-mouth." is defined.

Chakraborty and Bhat, (2018), defined customer-based brand equity as a difference in how a customer's knowledge of a brand affects a customer's response to a brand's marketing doings and programs. It is the goal of all brand managers to provide products and amenities with brand equity. It defines the worth of a brand and could refer to 2 understandings of brand equity: a strategic, individual understanding of the value of a brand as a monetary, objective expression, or brand equity. In the economic understanding of brand equity, the idea is a method to consider the value of a brand. Brand equity is the intangible items on the equilibrium sheet (goodwill, know-how, etc.).

According to Chakraborty and Bhat, (2018), a set of brand-related brand assets & liabilities, their names and symbols, that increase or decrease the value of a merchandise or service to the company and its customers. Grounded on the outcomes of this survey, the study found that advertising enhances brand awareness, as 86% of workers who found auction space over radio, television, and newspaper ads confirmed. Therefore, the study concludes that advertising raises awareness through the custom of advertising and raises brand awareness. Workers agree to let them know their ad over the radio to them, and it is mainly mobile phones & tv. These outcomes are maintained by the browsing of DE ROS in the year 2009 that pointed out that the advertisement budget earns the best investment yield. This is significant to capture advertisements and know how to maintain spectators.

Evaluating how advertising can generate brand faithfulness was one of my research goals. Interestingly, the results showed that most agriculturalists (65%) ended on one floor & did not switch floors. Based on the results, researchers determined that radio, newspaper, & mobile phone ads helped retain auction house customers, who remained faithful to the auction house that saw the ads. The result is a deeply felt commitment that loyalty consistently repurchases priority products/services in the future, resulting in repeated purchases of the same brand despite marketing efforts that can affect the situation and cause crosses. Consistent with research, who discovered that he could connect-action. Farmers are becoming more and more involved with auction houses, but according to this survey, auction house managers aren't doing much to promote & build brand associations over advertising.

The results show that the floor's reputation and provision delivery on the auction floor influences brand connotation. This is in line with the observations of experts, who determined that clients correlate the performance of practical attributes with their brands. If a company does not accomplish its designed function, the brand's brand equity will be below. The main contribution of this paper is to extend the role of advertising, which was previously limited to raising awareness, to the role of building brand equity. Therefore, it was concluded from the results that the part of advertising could be further expanded and used to build brand equity.

Chapter 5: Discussion (data interpretation)

Marketing strategies play an important role in the development of all types of businesses. McDonald's employs a variety of marketing strategies, including Customer relationship management and creating great customer experiences, integrated advertising communications, and social media advertising. The company's efforts to attract customers turned out to be actual inefficient and accidental. McDonald's main goal is to safeguard that product meets customer requirements and uphold long-term relationships with those customers. McDonald's is designed based on customer preferences, lifestyles, values, languages ??, and perceptions. McDonald's was well-known for burgers made from beef & pork burgers. For religious reasons, some clients will meet their needs and wishes. McDonald's served chicken & fish burgers to cater to its religious customers. McDonald's clients are brand loyal, and McDonald's repays them with customer satisfaction as a top priority to build a loyal client base for the McDonald's brand.

McDonald's will continuously improve our products and amenities according to our desire for rapid changes and their customers' tastes. One example is the introduction of Chicken Maharaja Macs and Chicken Mac Nuggets. McDonald's provides our customers with a certain amount of happiness and enjoyment. McDonald's pricing is designed to entice the middle & lower classes, and the results are seen in the customer base. McDonald's main business approach is to invest in promotional and franchise models through Advertising for children & families. McDonald's is changing in response to customer demands to improve the image of the restaurant through transparency. McDonald's marketing advertising is used for contests, coupons, and public relations. The main goal of McDonald's advertising is to make people conscious of the piece, feel optimistic about it, and remember it (Machado et al., 2019).

McDonald's employees are fortified to serve with a smile that is friendly and focused on customer satisfaction. McDonald's always strives to lead the veil advantage and continues to focus on emerging and selling the goods it can offer. McDonald's creates recognizable images. The Golden Arch is considered the most famous sign in the world. McDonald's has a site where you can request questions & they will answer. It's named our food, your query. McDonald's is dedicated to providing high superiority, safe and well food. McDonald's recognizes the association between a composed diet, lifestyle & health. The achievement of McDonald's social media approach has allowed McDonald's to develop a strategy to reach its goals. McDonald's customed social media for marketing, promotion, and customer retention. With over 78.5 million followers on Facebook, McDonald's is very popular, with 3.3 million supporters on Instagram and 3.5 million supporters on Twitter, which has many followers on fast food brands.

Chapter 6: Conclusion, recommendations and implications for further research

7.1 Conclusion

For many years, McDonald's succeeded in growing a fast-food experience to modernize the symbol, design, merchandise portfolio, marketing strategy, and get a fun image with a friendly image. Through the implementation of these variations, McDonald's goal is to emphasize the detail that its brand residual is still young and modern world, maintaining McDonald's customer experience without changing it's brand residual the company has not emphasized the fact that to summarize, McDonald's principle and survey have not altered since the formation of the first restaurant. Brands responded to consumer criticism and have been able to shape achievement over the years by familiarising themselves to the needs of customers.

In addition, McDonald's expanded restaurant 16 around the world without losing superiority control to strict franchise administration. The release of the restaurant has to be recognized worldwide, and commitments to approachability were maintained in high-speed service, DriveTrus, and more contemporary delivery organizations. Over the centuries, McDonald's has received a lot of criticism. As a result, brands have evolved and needed to continually improve their image over constant change. McDonald's lately decided to address the problems posed by critics who called their menu unnatural by taking a more accountable attitude towards their diet. However, the brand image that has been built up over the previous 50 years often catches up with the brand and permeates the hearts of consumers, and the concrete changes in McDonald's brand awareness will become apparent over time.

Gant chart

Activity	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6	Week 7	Week 8	Week 9	Week 10
Selection of topic
Developing proposal
Approval of proposal
Develop aims and objectives
Thesis presentation format
Writing of literature review
Research methodology
Data collection
Data Analysis
Recommendation
Submission

7.2 Recommendations

McDonald's needs to continue its recent approach of taking a responsible approach to the obesity crisis.

Quote: "Brand awareness never solidifies. With each new generation, customers' views of well-known brands can change." It may take some time for consumers to change their brand awareness, but if McDonald's continues the course, the following generation of customers will be able to grow a healthier idea for the brand. McDonald's needs to pay more courtesy to the ethical implications of all publicizing and business activities so as not to repeat the mistakes of the past. The admiration of the brand income that people don't mistake McDonald's room. Therefore, internal and external actions should be prudently considered. In addition, McDonald's needs to take the peril of changing the classic formulae on the menu to advance the complete nutritional aids. Healthier choices may not bring as much benefit as classic recipes.

However, more ethical behavior can be a nifty fast-food strategy for building lasting relationships with McDonald's customers and building customer loyalty. McDonald's can implement a more sustainable restaurant with solar panels, gardens, etc. through a new, extra sustainable architectural plan by McCafé. The design of the new architectural cafeteria will enhance the growth of the McCafé sub-brand while talking about the need to improve manage issues and harassment from McDonald's critics. McDonald's can offer beneficial aids to new franchisees, encourage more individuals to open novel restaurants and upsurge the number of permits and brand awareness.

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