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The essence of brand is belief

In: Sonic Branding

Author

Listed:
  • Daniel M. Jackson

Abstract

What McDonald’s did better than anyone else was to create belief among their customers that they were getting decent food at a good price and that the chain would always deliver the same portions in the same wrappers in the same type of environment. McDonald’s promised all of this and when customers walked through the doors, this is exactly what they got.

Suggested Citation

  • Daniel M. Jackson, 2003. "The essence of brand is belief," Palgrave Macmillan Books, in: Paul Fulberg (ed.), Sonic Branding, chapter 0, pages 63-65, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50326-7_11
    DOI: 10.1057/9780230503267_11
    as

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