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The answer is that they all recorded substantial increases in brand value between 2007 and 2008 as measured by Millward Brown Optimor’s 2008 BrandZ Top 100 Most Powerful Brands Ranking.
Given that technology brands, including mobile providers, accounted for more than half the increase in the Top 100 valuation from 2007 to 2008 and have attracted a lot of the media’s attention, it is nice to see some "traditional" brands not only surviving but thriving. In fact, as we shall see, they share more in common than strong brand valuation.
McDonald’s, the world’s most powerful fast food brand, has eased its way into the Top Ten Most Powerful Brands at number 8, ahead of Nokia and just below Apple. Given that McDonald’s was considered to be in the doldrums a few years ago, this reflects a significant improvement in the company’s fortunes.
In 2003, McDonald’s introduced its "Plan to Win" to address lackluster business performance. Today a substantial amount of the company’s success at home rests in playing to its strengths of quality and value while enhancing its convenience with extended opening times and a cashless payment system. But the real driver behind the brand’s increase in value has been its success abroad. Last year the global giant reported the highest same-store sales growth in a decade in its Asia/Pacific, Middle East and Africa division as well as its third year of consistent global sales growth.
Speaking at the Association of National Advertisers "Master of Marketing" conference, McDonald’s CMO Mary Dillon explained the success as follows: "People’s need for what we have to offer, convenience and value, has grown…To truly connect with communities, you have to be local."