Brand Champions of Tomorrow: Did Somebody Say Branding?

The author, from Northwestern University USA, postulates that McDonald's loss of market share is due to the company failing to realise that though it owns the logo, its consumers own the meaning behind it.

Brand Champions of Tomorrow Did somebody say branding?

Stephanie M Baca, Northwestern University

As I discuss the importance of a brand, I can think of no better company that demonstrates branding like McDonald’s does. McDonald’s has successfully...

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