Segmented Marketing and Branding Big Mac Research Paper

Segmented Marketing and Branding Big macintosh - Research Paper lessonThis paper focuses upon Big Mac, a hamburger which was introduced by McDonalds in Pennsylvania in the year 1967 with a selling price of 45 cents. It was published on a national scale in 1968. The burger was created to contend with Big Boy sandwich, a similar type of item with a bread piece of music in between with the purpose of holding together the stuffing and averting spill out. Over the years, it has become a signature product of the comp any(prenominal) with an olympian brand name. It consists of two layers of beef patties merged with molten cheese and mouth watering sauce along with an onion and munch of pickle, served together in a delicious three division sesame seed bun. Iceberg Lettuce is also a core ingredient of the burger. The Big Mac is popular all everyplace the world and is often regarded as an icon of American capitalism. In fact, the Big Mac Index is used as an indicative factor for contrasti ng the monetary value of living in countries around the world since its availability is common. This index is also considered to be Burgernomics. There exist several branding theories which identify brand as a unique feature of value proposition of a company. A branding promotion initiates with the development of a value proposition and relies on providential apparatus along with a combination of consistency, continuity and commitment. The brand of Big Mac, ever since its establishment, has not looked back. It has been able to build its reputation not only in the United States but across 119 countries in the world. The brand of Big Mac is not just a name or a symbol. It has become a vital component of the relationship which McDonalds has established with its consumers. For the consumers of McDonalds in general, Big Mac, as a brand, has set its place in the hearts and minds of the consumers. For any brand, its real value exists in its ability and power to retain customers brand loya lty by influencing their preferences. The brand strategy of Big Mac has been so successful that it has been thriving in the market as the leading hamburger choice for quite sometime. Being a powerful brand in its own domain, the brand equity of Big Mac is significant. It has been able to develop a positive differential effect upon its consumers and consequently, create a value for itself among population in different continents. McDonalds pick out always made use of Big Macs classical taste and enriched quality in desktop up its Brand Positioning. In this manner, the company has been able to devise such a competitive combination attributes, benefits, beliefs and values for the brand Big Mac that they have been able to develop the image of it in the minds of their consumers in the manner in which they wanted. Likewise, another core brand strategy