McDonald's Starbucks detail management creates a first-class brand

Creating a personalized corporate brand is the most critical thing for every company, but we often fall into some misunderstandings, such as some companies think that advertising can "bomb" a brand, but that is only the brand's popularity. How much the value of the brand content, not only rely on intensive advertising on the line.

Case: McDonald's

McDonald's brand shaping, from his excellence, in the details of the full effort.

Let's see how McDonald's does it. As a fast food company, McDonald's positioning in China has completely separated from the concept and function of fast food, but to show us a kind of American life and Western culture, consumers like him because of its "quality, service, cleanliness, value", this is also McDonald's business philosophy, not complicated, but the key is that it refines these four aspects to every aspect of enterprise management, to each position, to the extreme.

To build a good brand, the most important thing is brand loyalty, that is, let consumers only consume your products, not competitors. We often hear that when many people eat fast food, some people will choose McDonald's, others will choose KFC, which is caused by the difference in brand positioning and brand loyalty. We can look at the brand positioning of McDonald's. Two years ago, McDonald's made a clear brand positioning of "I like it", which reflects a dynamic and dynamic cultural connotation aimed at teenagers, the main fast-food consumer group.

McDonald's is mainly aimed at children, teenagers and urban white-collar workers. Let's see how McDonald's attracts these consumers tightly. For children, he specially opened up an area in the store for children to play, and he would launch happy family meals or give some small toys for some of the children's favorite animated models, such as robot cats, toy supermen, etc. For teenagers, the advertising stars and brand spokesmen he invited were very fashionable singers and movie stars, and aimed at the characteristics that teenagers liked to change, he constantly launched new products and changed different tastes; For urban white-collar workers, he emphasizes the environment very much. The bright window is quiet and warm, which makes people feel very comfortable.

These are nothing, McDonald's brand building, more from his excellence, in the details of the effort.

Let's see what it says:

Pipette: Thickness Customers feel best when they can deliver drinks to their mouths at the speed of breast milk; Bread: The best taste is when the pore diameter is about 5 mm and the thickness is 17 cm; Cola: The best taste is when the temperature is constant at 4℃; Beef patties: The marginal benefit reaches its maximum value when the weight is 45 grams; Counter: The height is 92 cm. Most customers feel most convenient when paying for food; Waiting time: Don't keep customers waiting at the counter for 30 seconds, which is the threshold for anxiety in interpersonal conversations.

In addition, McDonald's has clear regulations on the width of French fries, the time of frying, the temperature of the room, and even the number of times a rag can wipe the table. On the other hand, few domestic catering enterprises can achieve such refinement and standardization. It is no wonder that our enterprises cannot fight against these foreign fast food and "junk food". In a sense, McDonald's sells an American culture and comfortable dining environment, while Chinese restaurants sell the taste, variety and craft of dishes. In fact, it is not direct competition. However, what domestic enterprises lack is McDonald's constant consideration of consumer psychology and meticulous working attitude. It is often impetuous. Every day, McDonald's calls for brand building, but if it is implemented to the details, it does not have that patience.

McDonald's also opened a dedicated training center in Chicago, Burger University, requiring all franchisees to undergo a month of intensive training before opening. Upon return, they are also required to train all staff to ensure that the company's rules and regulations are accurately understood and implemented.

Case: Starbucks

In order to create a bourgeois atmosphere, Starbucks interior design is very artistic, creating a unique Starbucks coffee culture, which is the core connotation of its brand.

Not only McDonald's, but also world-famous enterprise brands, all of them have done enough work on refinement. Starbucks, a famous company, was selected as one of the 10 most respected enterprises in the United States by Fortune magazine. Starbucks rarely advertises, but it has created an experiential marketing. Starbucks believes that when consumers come to Starbucks, they consume strong coffee, but more importantly, they provide him with a quiet, comfortable and comfortable leisure space. In order to create such a bourgeois atmosphere, Starbucks interior design is very artistic, music, waiters, tables and chairs placed, wall paintings, set off a strong coffee aroma, creating a unique Starbucks coffee culture, which is the core connotation of its brand.

Case: Gillette

Gillette, another world-famous brand, sold induction razors for only a few dozen yuan, but the company spent 200 million dollars on development and development. Gillette obtained 23 international patents on this small product, including blade assembly and disassembly methods and handle shapes. Geely currently sells 10 million razors and 100 million blades a year.

conclusion

Without extraordinary meticulous efforts, it is impossible to build a world-class brand, many of our domestic enterprises often like to spend a lot of money on advertising, but in product development, after-sales service efforts to do too little, so that always can not win customer loyalty, no customer loyalty and how can we form a real corporate brand? Those enterprises that are building brands should calm down and think about what their brand positioning is, who the target customer group is, and whether they can think deeply from the details of production, marketing, R & D, service, etc.