Analysis of Contemporary Marketing Implementation

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of Australia, enforcing low cost but low quality, quick and convenient products and service weighed heavily on the success of their brand and now shifted in favour of the local trade, anti-multinational movement by consumers. Brand repositioning is the culmination of altering products and making changes to services including marketing activities, and the the brand image.

McDonald’s seeks to secure its position as a brand that evokes ‘a more extensive, richer set of associations’ (Leavitt, 1987) unlike the brand’s historical reputation. Not only does this appeal to the educated consumers’ behaviour but also aids McDonald’s new perception or brand image as experienced by the market. Visual cues and images associated to strong brands are linked to greater memory retrieval (Leavitt, 1987). This has forced the company to place greater value in the branding of McDonald’s in seeking to reinvent their market presence. A strong brand implies high brand equity and the opportunity to reinstate the growth of the brand’s value and profitability.

Inside the establishments, the interiors have been updated and likened to that of the many independent cafes gaining traction in Melbourne particularly. These relatively naïve service providers whose locally sourced ingredients and innovative menus fosters a sense of ‘local’. The brand infamous for promoting and accommodating a dangerous lifestyle. Their menus notorious for displaying unrealistic images of items truly made up of antibiotic laden meats then directly marketed to children in ’happy meals’ are on the way out, as consumers gain greater say in the product. The marketing campaign seemed to reject the brand’s trademark golden arches insignia for a subtler and more nuanced approach, disassociating this venture from any other deal or new product line advertisements. Not accompanied by their usual logo laden aesthetic, the campaign acts to cast off the negativity by acknowledging the reputation they have fostered which no longer appeals to the modern market.

Resources:

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