McDonald's: 21 years of acting like a retailer and thinking like a brand

Case study covers development of McDonald's 21 year old UK business and its advertising at each stage of the development. Commitment to advertising seen to be crucial. During 1980's recession and competition was countered by McDonalds making an emotional connection with its consumers. When late 1980's recession hit eating out the brand continued to advertise re-directing it to short term sales building and succeeded in holding level sales while competitors were suffering losses. In early 1990's a brand audit reviewed all aspects including advertising