McDonald’s Branding Strategy and Marketing Case Study
Analysis and examples of McDonald’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Classic Fast Food Consumers
Primary Need (Job To Be Done)
Eat the same fast comfort food I’ve had my whole life
Brand Visual Identity & Content
Primary Brand Colors
#FFC700
#E50001
Brand Typefaces
- Speedee
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Aspirational
Affiliation / Belonging
Emotional
Nostalgia
Functional
Saves Time
Sensory Appeal
Reduces Cost
Brand Benefits
Benefit #1
Get nearly the exact same meal from any location around the world
Benefit #2
Eat and share the same meals that I’ve had my entire life
Benefit #3
Save money on a quick meal that fills me up
Competition
Key Competitors
Burger King, Wendy’s, Jack In The Box, Carl’s Jr., Chipotle, Arby’s, KFC, In-N-Out, Five Guys, The Habit, Taco Bell, Subway
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