McDonald's brand strategy
McDonald's brand strategy relies heavily on nostalgia and creating a sense of familiarity for its customers. The company emphasizes its classic characters like Ronald McDonald, the Hamburglar, and Grimace to evoke childhood memories and elicit nostalgia from their existing customer base.
They also use different campaigns to promote the McDonald's brand in an attractive way, such as the launch of new products or holiday-based campaigns during special occasions.
For example, they've launched various "Happy Meals" throughout the year that include toys related to popular TV shows or movies such as Star Wars or Paw Patrol. Through these activities, McDonald’s is able to attract both existing and new customers without deviating too much from their core message of offering tasty food at an affordable price.