Explanation of CBBE model using McDonalds as a reference

1. Customer Based Brand Equity Model
Brand – McDonald’s
Presentation By - Vishal Khatokar
Roll No – 2013G52

2. Introduction
World's largest chain of hamburger fast food restaurants
Serves 68 million customers daily
Started in 1940 as a barbecue restaurant
Operated by Richard and Maurice McDonald
Ray Kroc joined the company as a franchise agent in 1955
He subsequently purchased the chain from the McDonald brothers
Annual revenues of $27.5 billion, profits of $5.5 billion in 2012
Primarily sells Hamburgers, Cheeseburgers, Chicken, French
fries, Breakfast items, Soft drinks, Milkshakes & Desserts
Courtesy: http://en.wikipedia.org
Operates in 119 countries across 35,000 outlets

3. Some unknown Facts about McDonald’s
McDonalds is the largest toy distributor in the world!
McDonald's real business is Real Estate
McDonald's first menu items were hot dogs, not hamburgers
McDonalds opens a new restaurant every 14.5 hours
McDonald's restaurants feed 68 million people every day
McDonald's' golden arches are recognized by more people than the cross
McDonald's has unique menu items in every country
Courtesy: http://www.factslides.com

4. Some unknown Facts about McDonald’s
McDonald's is not the world's largest
restaurant chain!!!, But

5. Change in Logo’s

6. Brand Identity
Identify who you are ?
100% agreed that the slogan "i'm lovin' it" belongs
only to McDonald's
88% can identify with McDonald's trademarks, most
notably the "i'm lovin' it”
41% say the synonym of “BURGER” is McDonald‘s
Breadth Depth
Consumers link to McDonald's when they want to
eat something Tasty, Fast & Clean.
Covers broad amount of Demands
More than 60% think of McDonald's when want a
Quick Bite

7. Brand Meaning
What are you?
48% agreed McDonald's Burger has best Taste
78% say McDonald‘s is the best Fast Food Chain
Consumer rate McDonalds Highest for Quality
Standards & Value for Money
Majority Consumers visit McDonalds for a Quick Bite
Offers Free Wi-Fi, 24*7 & Drive-Thru Locations
specific
Imagery Performance
McDonalds has Consumer of all Age Groups
46% never had a bad experience with McDonald’s
50% more preferred when with Friends
14% eat @ McDonalds after Shopping/ Movies
McDonald’s is Fun, Efficient & Convenient

8. Consumer Brand Response
What about you?
63% trust McDonald's for Quality Service, Cleanliness
& Value
McDonalds is the First Choice for Burgers
McDonald’s will retain 44% consumer’s even if they
start selling Pizza instead of Burgers
56% Love McDonalds as a brand
Feeling Judgment
More than 48% feel Comfortable @ McDonald’s
Kids feel Excited & Happy when @ McDonald’s
Fun place to go with friends

9. Consumer Brand Resonance
What about you & me?
Consumer recognize McDonald’s all over the world
37% go to McDonald’s once a month
31% consumer will be present for a McDonald’s event
4% wont go to any other fast food restaurant
Loyalty, Attachment

10. CBBE Pyramid
Regular
& repeat
Purchase
Loved
Brands stands
for quality service
Widely Spread
.
Across Locations,
Convenient & Serves Quick
Burgers.
Fun,
Warmth,
Excitement
Serves All age group,
Pleasant Experiences
Famous International Fast food chain, Mostly
Sells Burgers.

11. Consumer Feedback
• Keep more burger options in veg. Continue the hygiene
factor
• Burgers hv been the same for yrs without any spice! Its
only the happymeal option that pulls kids not the food is
wat i believe!! Guys high time u do something abt it
• Free home delivery
• Please if possible increase d quantity of d thick shake
stop showing bigger burger images and give smaller
burgers instead! we all know marketing
• Introduce some bio product, healthy stuff kind of wheat
bread burgers

12. Consumer Feedback
• Stop showing bigger burger images and give smaller
burgers instead! we all know marketing
• Be a cheaper hahaha
• free home delevery
• Worth visiting
• Give free sauces with McNuggets

13. Thank you
Note: The slides are designed based on the collected data. Hence results may not tally with other research.