Branding a New Product

Define Brand Positioning and Repositioning

Brand positioning is not an absolute quality only inherent to a product, but rather reflects that all brands are measured in consumer estimation relative to their intrinsic attributes, performance, quality, durability, style, and ability for customization, according to Chapter 9 of the textbook. For example, McDonald’s may not make the best food in the world, quality-wise, but because of the convenience, the stylization of the fast-food experience (which is aimed at children) and the uniqueness of its taste, it has a strong following, especially for families on the go that want to please their children’s tastes. It is synonymous with fast food, even more so than its competitors Burger King and Wendy’s. However, after many years of being able to capitalize upon the value it offered to consumers, as well as its childlike appeal, McDonald’s became increasingly criticized for contributing to the child and adolescent obesity epidemic.

As a result, brand repositioning was required. Brand repositioning essentially reframes the brand to the brand’s target audience, rather than seeks a new audience, or attempts to reposition an old product (which can be very difficult, since products rarely change very much in their intrinsic attributes) (Houraghan, 2020). But by offering healthier food choices with Happy Meals (like apple slices), consistent food but with options like new coffee beverages, and other options like all-day breakfast menus and digital ordering in some areas, McDonald’s has rebranded itself.

The rebranded McDonald’s still centers around fast food, and McDonald’s is branded as relatively inexpensive and easy food to order and eat with a child-friendly image. But there are also more sophisticated offerings for parents, and items which are healthier for family members who might have health concerns. On the other hand, the core product line still revolves around burgers and chicken nuggets, as well as its famous fries. McDonald’s thus has rebranded itself as a more diverse, sophisticated organization changing with modern lifestyles and changes in the American palate, and offering more options for customers with concerns about their children’s diets, but still offers value meals which offer pleasing food, fast, at a low cost for families.