Branding and Commodification

McDonald’s is an iconic brand and its “golden arches” are often the first thing that comes to mind, when someone says the words “fast food.” Banet-Weiser says “The brand is recognizable, regularized, and standardized “message” of a company…” (Banet Weiser 24). McDonald’s has mastered this tactic by creating a globally recognized brand from its eye-catching colors alone; the red and yellow are signature to the fast food restaurant. The name McDonald’s is familiar, it makes you think of a family in your neighborhood and makes McDonald’s feel like you’re walking down the block to have lunch at a friend’s. The golden arches evoke the promise of the fast-casual food that you know you will receive every time you walk through their doors or stop by a drive thru. McDonald’s is classic Americana and the brand represents, reliability, speed, and consistent delivery. Not only is McDonald’s famous for their burgers, fries, and shakes but the face of their brand Ronald McDonald ties into their charity the Ronald McDonald House. The Ronald McDonald House is a charity thats mission is to help sick children and their families while aiding the community at large. Their work providing support, medical care, and transportation in times of need to families suffering from illnesses, is valued nationally. As a brand, McDonald’s is employing the strategy that “marketers are increasingly turning to campaigns to encourage consumers toward highly cathected, deeply emotional, and personal relationships to brands,” (Banet Weiser 25). When people walk into McDonald’s they can associate their experience with the “feel good” nature of the Ronald McDonald House. If people have ever had a sick child in their family or benefitted from the help of the Ronald McDonald House they can associate their positive experience with that of the restaurant, and therefore are more likely to purchase their products.

 

When most people look at the McDonalds logo, they may sing in their heads “buh buh buh buh buh, I’m lovin it”. The catch phrase is iconic to McDonald’s and is heard at the end of all their commercials. This remix of the slogan keeps the commercial fun and lighthearted while still staying true to their famous sing-song, motto.

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