McDonald's Architaste: Exploring the Relationship Between Brand Identity and Architectural Design
(2023) BUSN21 20232Department of Business Administration
- Abstract
- Purpose: With this paper, the authors aim to explore the dynamic relationship between architectural design and brand identity, particularly emphasizing how McDonald's stores have evolved to reflect the essence of the brand over time.
Design/methodology/approach: Historical analysis of McDonald’s restaurant designs and layouts from different sources such as the corporate website, news reports, and social media posts, complemented by a review of annual reports, and exploring its relationship to the brand’s identity.
Findings: The review of the evolution of McDonald’s architecture shows its dynamic relationship to brand identity, assuming an active and adaptive role in communicating the brand's narrative.
Research limitations: The... (More) - Purpose: With this paper, the authors aim to explore the dynamic relationship between architectural design and brand identity, particularly emphasizing how McDonald's stores have evolved to reflect the essence of the brand over time.
Design/methodology/approach: Historical analysis of McDonald’s restaurant designs and layouts from different sources such as the corporate website, news reports, and social media posts, complemented by a review of annual reports, and exploring its relationship to the brand’s identity.
Findings: The review of the evolution of McDonald’s architecture shows its dynamic relationship to brand identity, assuming an active and adaptive role in communicating the brand's narrative.
Research limitations: The study focuses primarily on a single brand in the fast food industry, which may limit the generalizability of its findings. Additionally, data accessibility was constrained, and the reliance on externally available reports may be subject to inherent biases or incomplete information.
Practical implications: By understanding how architectural design can reinforce and communicate the brand’s identity, companies can influence the perception and recognition of consumers. Managers can use the insights from the McDonald’s case study when developing expansion strategies outside of their current reach.
Originality/Value: There are previous research articles on the relationship of architecture and brand identity. However, this paper distinguishes itself from other studies by focusing on McDonald’s as the primary case study. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9141331
- author
- Acuña, Anne Nerissa LU ; Timur, Duygu LU and Bernal, Diego LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20232
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- architecture design, brand identity, McDonald’s, brand prism.
- language
- English
- id
- 9141331
- date added to LUP
- 2024-03-11 15:45:33
- date last changed
- 2024-03-11 15:45:33
@misc{9141331,
abstract = {{Purpose: With this paper, the authors aim to explore the dynamic relationship between architectural design and brand identity, particularly emphasizing how McDonald's stores have evolved to reflect the essence of the brand over time.
Design/methodology/approach: Historical analysis of McDonald’s restaurant designs and layouts from different sources such as the corporate website, news reports, and social media posts, complemented by a review of annual reports, and exploring its relationship to the brand’s identity.
Findings: The review of the evolution of McDonald’s architecture shows its dynamic relationship to brand identity, assuming an active and adaptive role in communicating the brand's narrative.
Research limitations: The study focuses primarily on a single brand in the fast food industry, which may limit the generalizability of its findings. Additionally, data accessibility was constrained, and the reliance on externally available reports may be subject to inherent biases or incomplete information.
Practical implications: By understanding how architectural design can reinforce and communicate the brand’s identity, companies can influence the perception and recognition of consumers. Managers can use the insights from the McDonald’s case study when developing expansion strategies outside of their current reach.
Originality/Value: There are previous research articles on the relationship of architecture and brand identity. However, this paper distinguishes itself from other studies by focusing on McDonald’s as the primary case study.}},
author = {{Acuña, Anne Nerissa and Timur, Duygu and Bernal, Diego}},
language = {{eng}},
note = {{Student Paper}},
title = {{McDonald's Architaste: Exploring the Relationship Between Brand Identity and Architectural Design}},
year = {{2023}},
}