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The Golden Arches With operations in more than forty countries, an advertising budget unmatched by any other single brand, and more retail outlets than any other merchant, McDonald's is perhaps the most recognized trademark in the world. Defined as a world cultural icon by many, McDonald's has revolutionized the world, bringing about a whole new concept of fast food eating about enjoying the whole eating process with fine dining. With the successful expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life. McDonald's, the world's largest restaurant chain, has more than 30 000 restaurants over 120 countries. Its annual global sales are fast exceeding US$100 billion and it has been doing very well financially. The world is very supportive of this corporate giant, a global icon that many love. Its recognizable visual images are the Golden Arches and the...

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