Essay Comparing Coke And Mcdonald's Global Branding Strategies

Q1. Contrast Coke and McDonald’s global branding strategies. How are they similar and how are they different? Why are they so well-respected?
Answer
Coca Cola and McDonalds are two giant brands in today’s global market. These companies started decades ago and yet have been able to maintain their position, market share as well as consumer base over the years. The main reason behind this is the strategies that these companies employ to capture a position in the domestic and international market. While some of these strategies are same, there are clear differences in other strategies, however, this uniqueness helps both Coca Cola and McDonalds add value to their separate product lines. The similarities and differences in their strategies are

It is not only the cheapest method of advertising but the easiest way of getting word out about their product. In order to ensure that they get a positive word of mouth, they both maintain a standard that helps in keeping a quality check on their products.
Different branding strategies of Coca Cola and McDonalds:
1. Standardization vs. Adaptation:
Coca Cola uses a standardized approach in all of its markets which means that that a bottle of Coke remains the same in its look as well as in its taste, no matter where in the world you buy it.
On the other hand McDonalds uses adaptation and introduces variations in its product line according to the new market that it is entering. For example, McDonalds has introduced a ‘McAloo (Aloo tikki)’ in India, because it wants to cater to the vegetarians there too.
2. McDonalds focuses on corporate social responsibility (CSR) more:
As compared to Coca Cola, McDonalds employs more environment friendly strategies and fulfills its corporate social responsibility, for example, most of the brown bags and tissue papers that McDonalds uses are made from recyclable material. Coca Cola on the other hand uses the same glass and plastic bottle, two materials that are hazardous for the

It is the phase of a brand in which it accumulates losses rather than generating profits. By word fading means losing, evaporating or vanishing. This clearly refers to something that has vanished and no more in existence. It is a failure of a company or brand that could not make enough profits to continue its operations and run its business in a competitive market. A brand fades and vanishes when it starts to lose its market share. Hence, the brands which start to lose its colors and die away need to revitalize their strategies, brands and company in order to recapture their core identity and customer