Creating a strong corporate identity is essential for differentiating oneself in the industry and outshining competitors. It aids in reputation building and effectively conveying the company’s image to the desired audience. By highlighting positive qualities like quality, trust, and stability, corporate identity enables a lasting impact. Moreover, if an organization adheres to principles instead of relying on specific managers and maintains consistent qualifications and standards that distinguish it from others, it can be classified as a corporation.
McDonald’s has differentiated itself from other restaurants through the implementation of a standards system. This adherence to standards has allowed McDonald’s to establish a corporate identity that encompasses its products and services, environment, information, and behavior. Such corporate identity fosters a sense of belonging among employees and extends to customers, ultimately leading to increased customer loyalty. Moreover, McDonald’s effectively communicates its values and purpose to vendors, suppliers, and employees by means of its corporate identity. In order to adapt to changing consumer demographics, McDonald’s has modified its brand image in order to target adults while still maintaining customer loyalty. Despite fluctuations in the company’s rankings on the “Brand Keys Customer Loyalty Engagement Index” due to fast food rumors, McDonald’s has made noteworthy progress and currently holds the top position. The global preference for McDonald’s can be attributed to the high standards established by managers, which are exemplified by Ray Kroc’s dedication towards creating customer loyalty.