Page 231 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

200 Chapter Eight

Example 8.1: McDonald’s Brand Identity
McDonald’s is one of the most successful global brands. Its brand identity can
be summarized as follows:
Brand as Product
Product scope: Fast food, children’s entertainment, eating spaces
Product functions:
Variety of fast-food items: hamburgers, Big Mac, Happy Meals, Egg
McMuffin, etc.
Service: Fast, accurate, friendly, and hassle-free
Cleanliness: Spotless in eating spaces, restrooms, and counter;
Low prices
Quality and performance: Consistent temperature, taste, portion, layout, dec-
oration, cleanliness all over the world
User: Family and kids are the focus, but company serves a wide clientele
Country of origin: United States
Brand as Organization

Convenience: McDonald’s is the most convenient quick-service restaurant. It is
located close to where people live, work, and travel; features efficient, time-
saving service, and serves easy to eat food.

Brand Personality
Family-oriented, all-American, genuine, wholesome, cheerful, fun
Brand as Symbol
Logo: Golden arches
Characters: Ronald McDonald; McDonald’s doll and toys
Value Proposition
Functional benefits: Good-tasting burgers, fries, and drinks; extras such as
playgrounds, prizes, and games
Emotional benefits: Kids fun via excitement of birthday parties; joy from toys
and playgrounds; the feeling of special family times

Davis’ Brand Image Model
Scott Davis (2000) developed a brand image model. The brand image has
two components: brand associations and brand persona. Brand associations
describe what kinds of benefits the brand delivers to customers and the role
it plays in their lives. Brand persona is a description of the brand in terms of
human characteristics. The brand image model is a concise model for the
brand identity. We will discuss brand associations and brand persona in
detail.