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Name: Andrew Pollard Student Number: 011072605 Module: MM30710 Lecturer: Gary Akehurst Word Limit: 1500 Word Count: 1627 Deadline: Monday 22nd October 2004 Handed In: Monday 22nd October 2004 The McDonalds Corporation: Planning for Branding Terms of Reference The task at hand is to look at one aspect of an organisation's marketing management activities, in order to develop my own learning and understanding of the module. I have decided to use the McDonalds fast food chain as my chosen organisation, and have decided to look at its use of branding. I will look at how McDonald's uses branding to benefit itself against its competitors in the fast food market. Main Report and Recommendations The McDonalds fast good chain has an enormous reputation and customer base on an international scale. The famous "Golden M" logo of the company was recently said to be more recognisable than the Christian cross symbol in a recent worldwide survey. More people recognise the "Golden M" as representing...

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