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Why have McDonald's super-sized co-branding?

In this essay, we seek to give a balanced informative diagnosis of how in recent years McDonald's have tried to recreate and re-sculpt its brand image in the mindset of its customers and society as a whole. In particular, we want to focus our attention on how McDonald's has adopted the marketing strategy known as co-branding to draw on the benefits of already well-established brands.
“Despite being in the midst of an obesity crisis, it has done little to curb British consumers, appetite for McDonald's” Jill McDonald 2007. In 2007, the world's biggest burger chain recorded its best sales in 10 years, leaving its UK balance sheet looking even healthier than in its homeland. More than 88 million visits were made to McDonald's UK branches in December 2007, up nearly 10 million year on year, and an additional, 320,000 customers visited its 1200 high street restaurants and drive–thru’s. (Jill McDonald senior vice-president and......

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Approximate Word Count: 2629
Approximate Pages: 11 (250 words per double-spaced page)

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