Discuss the value of having a strong corporate brand for an Essay

Discuss the value of having a strong corporate brand for an organisation - McDonalds - Essay practice session(McDonalds Corporation, 2008 Brand Republic, 2002)For this study, the student testament first define the true meaning of brand followed by the elemental information related to the establishment of a brand. After discussing how McDonalds have been managing its corporate brand everywhere the years, the student will examine the importance of branding within the hospitality industry. Prior to the conclusion, the student will enumerate the benefits attached with having a strong brand on the part of McDonalds and its consumers.Brand is outlined as the name, term, support, symbol, design, or a combination of these (Kotler, 2000 404) such as the yellow coloured M sign of McDonalds. Basically, the main purpose of a brand name is to enable the consumers to identify the products or services of unmatched alliance from a similar product that is being offered by other companies. Asi de from using a simple brand name, it is also possible for McDonalds to have a brand extension such as in the case of McDonalds Happy Meal or McDonalds land or playplace use of goods and servicesd in targeting children (Gidman, 2008 Roberto & Roberto, 2004)offered by the company (2) the physical and emotional benefits the consumers get out of patronizing the companys product and services (3) the values of the company in terms of its capability to render a high quality product to its target consumers (4) the corporate culture such as being organised in terms of delivering its services to the public and (5) the kind of consumers that patronizes the products and services offered by the company. (Aaker, 1997 Kapferer, 1992 38)There are umteen ways on how to establish a brand. Marketing managers or a company owner(s) has the option to use the founders name(s), location, the quality of a product, the lifestyle of a companys target market, an soupy name, a culture or a heritage. (Urde et al., 2007