McDonald's Double Quarter Pounder TVC


If you compare this Double Quarter TVC with the Spicy Chicken Burger TVC from my yesterday's post, you will find the styles of communication are very different. Apparently MCD is applying one brand identity to all stores and a different one to the specific 24-hours stores. is this the right thing to do ? It somehow violates the rule of consistency in brand building. Ok, you may say it has been that inconsistent for ages, why does it remain the most powerful brand in HK ? Well, while a brand takes decades to build, the brand value built up also takes ages to erode. Also, the erosion is not obvious if there is no consistent competitor in the market. In the past there was no MOS, Triple-O and so on. Now even Burger King has re-entered HK. Each of them has an unique and consistent positioning. Time will tell what will happen to MCD.



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