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Marketing

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Issue:

Social Issues

 

Written by:

Amy W

 

Date added:

September 18, 2013

 

Level:

University

 

Grade:

B

 

No of pages / words:

2 / 459

 

Was viewed:

4164 times

 

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Essay content:

So, a chicken sandwich becomes a 'McChicken' sandwich and chicken nuggets become chicken 'McNuggets'. This idea has been extended to their dessert range, with the creation of the 'McFlurry' ice cream. In 1997, McDonald's was recognised as the world's leading brand by Interbrand (http://www.interbrand...
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Since then the brand has 'slipped' to 8th in 2003. The long-established 'Big Mac' product, introduced in 1968, has also attained brand name status. The company's own 'cartoon' character, Ronald McDonald, tries to embody the firm's image as 'fun' and 'caring 'McDonald's are structured along functional lines...
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