Chapter 4 discusses identity, image, reputation, and corporate advertising. Looking at the corporate giant McDonalds one can see these 4 characteristics. The image and identity of McDonalds can be seen from the use of the "M" arch and the clown Ronald McDonald. Morgan Spurlock in his movie super size me showed kids a picture of President Bush and none of them knew who he was. When shown a picture of Ronald McDonald all the kids knew him. This is an example of a corporate business imprinting their image and identity on the youth. Reputation is stellar with this fast food monster as their charity (the Ronald McDonald Charity) raises funds to help sick children. Lastly, McDonalds really works toward getting their product out there in advertising. McDonald's commercials can be seen during the commercial break for almost any show. In these commercials the viewer usually sees people hanging out having fun. This is also where the familiar jingle “I’m Lovin it" is played.
One can base a successful business on these 4 characteristics. When companies are looking to expand and reach their customers on a better level, they should take a look at how McDonalds has grown throughout the decades and became a successful world-wide power house in the global market. McDonalds is a business "done right" and should be an example for nearly every company looking to grow and exceed not just at home in the United States, but world-wide.
Below is a video on how McDonalds dealing with today’s economy and how they are still growing and being successful since their mission focuses around customer satisfaction as well as affordability. They do this all while maintaining their familiar identity, image, reputation, and advertising to their customers.
http://www.youtube.com/watch?v=WK7XVzT6ma0
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I agree with both Kayla and Patrick both companies GM & McDonald's have been very successful at making their image known worldwide.
ReplyDeleteHaving said that, I think GM could take a page out of McDonald's playbook. With all of the backlash coming from our healthy conscious society McDonald has still managed to keep up with consumer trends and is still hugely popular. GM on the other hand did not seem to stay true to the consumer and change it's image when necessary. As a result, they are not doing well. Whatever your feeling is about McDonald's and the entire fast food industry it would be hard to argue that they don't understand their customer and how to image themselves accordingly.
I too, agree with both Patrick and Kayla. McDonald's and Gm have made their images popular and prevelant all over the world.
ReplyDeleteIn my opinion, McDonald's is a blueprint for a great company. McDonald's displays all of the qualities a successful company should have. Brand recognition, social proactiveness, and a leader in advertising tactics. Their determination to conquor all segments of the fast food industry guarantees that they will prevail over their direct competition. Gm has been staggering lately due in part to the changing needs of consumers. As a note from our guest speaker, they were not listening to their customers the way they were supposed to. GM, now, is becoming more conscious of what the consumers desire and how they have to serve their customers better to keep them coming back and happy. If GM could take McDonald's blueprint as an example and apply it to their industry properly, they could quite possibly be a automotive leader again.
Both Kayla and Patrick have made great points on why McDonalds and GM are able to have success when it comes to the image, identity and reputation of their company. It is very difficult to build up your image in order to be recognized on a global scale. McDonalds and GM spent years of hard work and determination to gain their strong reputation they have today.
ReplyDeleteI feel many companies can and will put in the work to gain a strong image and reputation. However, I feel once many are recognized on an international scale they feel the pressure and they know that one mistake can ruin all of what they have worked for. The past year has been a great example of how the reputation and image of a country can change instantly. As the recession has damaged the profits and stock of certain companies, they have to stay on course with their mission to keep their customers loyal. Some companies, such as AIG, have handed out bonuses to executives as millions have lost their jobs.
AIG's image and reputation have taken a huge hit because of this. I believe 15 of the 20 executives returned their bonus due to the backlash from the public. This helped to save their reputation a little bit but they will have that bad stamp on their company for years to come because of this. The average U.S. citizen will always remember AIG as "that company who gave millions in bonuses as I lost my job."
I have a link on how AIG had to hire Crisis Managers to help the company deal with their issues after the bonus scandal news broke to the public. http://www.nola.com/news/index.ssf/2009/03/aig_hires_crisis_managers_to_h.html
I think Kayla found an excellent example! I have to wonder if more companies followed McDonalds example would they be more successful? McDonalds is not only recognized in the United States, but is highly recognized all over the world. It is not just a fast food restaurant, but a multi-million dollar industry. The advertising ability of McDonalds really sticks out to me because I can think of atleast five McDonalds commercials that have made an impression on me. This is a company that knows how to successfully market their product.
ReplyDeleteAlso, here is my link:
ReplyDeletehttp://www.fastcompany.com/blog/kevin-moss/csr-perspective/sustainability-corporate-advertising#
All the post have been prime examples of both building and maintaing coporate identity, image, reputation and coporate advertising.
ReplyDeleteHavnig just returned from India, I was able to experience one corporations mission to shine in a very different culutre. Kingfisher UB is one of the largest beer producers in India. However, Indian law does not permit the advertisement of beer or cigarettes. Because of this Kingfisher has had to become very creative with their corporate advertising. The company runs an airlines "Kingfisher Air" and also sells bottled water(high consumption rates do to poor water purity). These channels have helped Kingfisher UB promote their name while still respecting the people and customs of India. It is through proper corporate adevertising that identity, image and reputation can be formed.
This link, http://www.topnews.in/files/Kingfisher-full.jpg, displays a Kingfisher Aircraft.