Branding Is One of the Term Paper

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' Even if the brand has an indelible image, if tastes change, the company must vary its formula and change its brand associations. Because of the increased concern about obesity, which has come to outweigh concerns about convenience, McDonald's image as a family-forward, all-American company has become tarnished, and now the fast food giant features healthy options as well as its large portions. Its commercials proclaim the cheapness of its dollar menu rather than feature images of families eating under the golden arches. Instead of seeming hypocritical by stressing family values, McDonald's stresses the ability of consumers to save money by eating its food and makes a token nod to obesity concerns by offering salads.

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However, equally dangerous as not varying the brand image to change with consumer tastes is expanding too quickly and diluting the successful image of one's brand, as some feel may have occurred when Starbucks began to offer sandwiches and teas. Also, offering inconsistent products under the image of a brand carefully honed over years of marketing is dangerous, one reason why luxury brands like Cartier do not have discount lines….....

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