Measuring brand equity in the Lebanese fast food industry : the case of Mcdonald's

Abstract

Nowadays, due to the acceleration of change, the massive progress of technology and the various needs of the consumer, the market is becoming more and more complex. Therefore, now more than ever, companies are looking for product differentiation from their competitors. By this we mean that obtaining and retaining brand equity, especially in the mind of the consumer is without a doubt a much more determinant of success that will transform the brand into a leading brand. In this study, we focus on brands and brand equity from a customer point of view. We demonstrate what companies and firms should do in terms of profiting from branding strategies in order to manage it appropriately. Moreover, this research takes an in-depth look on how to strengthen brands in the Lebanese industry based on the Customer-Based Brand Equity model (CBBE) and its components. Our projects focal point is to study McDonalds overall experience, in the Lebanese fast food industry, from a customer's point of view to assess the way it is perceived in terms of brand management and what makes the McDonalds brand a "leader brand". Furthermore, we study a Lebanese fast food restaurant, Malak al Taouk in order to appraise its experience as well as enhance it. Through our analysis of the consumer questionnaire, pilot tests, and the interview done with Mr. George Imad, the Tripoli branch manager, we can reinforce McDonalds and Malak al Taouk CBBE as well as improve their brand image in the Lebanese fast food industry.