Name of author: Corporate America -Are consumers really fooled by "family friendly" rebranding? Rebranding is one of the major business strategies adopted by many of the big American corporate companies to survive the competition and to stay in the market…
Fed up with eating same thing regularly, many of the McDonald customers started to rely on other food services to enjoy a different taste. “Recently McDonald decided it was time to stop the decline in global profits and the bleeding of customers to healthier options, and devoting billions of dollars in a global corporate re-branding intended to blunt McDonald’s association with unhealthy kids” (Re-branding: the McDonald’s strategy, p.4). Many people believe that such rebranding strategies by big corporates companies are actually fooling the consumers. In other words corporates are providing the same thing in new appearance to the customers. This paper analyses the rebranding strategies of corporate companies and the actual intention behind such strategies. At an operational level, McDonald’s stores were to be given new interiors, revamped staff uniforms and packaging, and new menu items. In their UK print and outdoor campaigns, a golden question mark now replaced the Golden Arches explained by the tagline “McDonald’s. But not as you know it”. Re-branding: the McDonald’s strategy(Re-branding: the McDonald’s strategy, p.4). It is evident from the above descriptions that MacDonald is actually trying to polish their image with the help of new brand building strategies. It is an accepted fact that currently, they are struggling hard to stay in the globalized market because of the intrusion of many other competitors who offer better food at cheaper rates to the customers. With the help of rebranding strategies MacDonald is trying to cater the same food under new labels and new packets. It should be noted that attractive interiors and new slogans may increase the visibility of the brand; but it may not enhance the taste of the food supplied by McDonalds. Ultimately, a consume is paying for the food rather than the enhanced interiors or food packets. In other words, McDonald is trying to cheat the public in the name of family friendly rebranding. Nicolas Sarkozy can never become Mike Webb even if he does lot of makeups. McDonald is trying to do the same thing. They wanted to become something of the higher order with the help of rebranding strategies. With rebranding efforts, change is not limited solely to unveiling a new name but also to potential changes to the corporate logo and slogan. There are five possible permutations of these elements in corporate rebranding: slogan only, logo only, logo plus slogan, name plus logo and name plus logo plus slogan In part, the degree to which the rebranding is evolutionary or revolutionary is related to the circumstances that prompted the decision to rebrand (Bradbury, p.15). It is evident from the above details that the customers are getting the same thing under new labels when big American corporate companies undertake rebranding strategies. Name, logo or slogan are not much important to the customers. What is important to the customers is the product or service from the organization. If the quality of the product or the service increases as part of the rebranding process, the customers will be benefitted. However, such things are happening very rarely. It should be noted that Apple company struggled a lot during the latter parts of twentieth century to stay in the market because of the stiff competition from arch rivals Microsoft. They did many things as part of their rebranding strategy. They have changed their multicolor logo into a single color logo. ...
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