Business Services Industry
McDonald's to Revamp Brand Image.
Knight Ridder/Tribune Business News, June, 2003
By Nareerat Wiriyapong, Bangkok Post, Thailand Knight Ridder/Tribune Business News
Jun. 23--The familiar appearance of "Phi Ronald", seen for years at more than 100 McDonald's outlets in Thailand, will undergo a sweeping change in the coming months under a global marketing and advertising campaign aimed at revamping the American fast-food giant's brand image.
Under the theme "I'm Lovin' It", the costly campaign, introduced by the parent company two weeks ago, re...uires financial contributions from overseas subsidiaries in 118 countries, according to the local operator, McThai Co.
Dej Bulsuk, president of McThai, said Ronald would look more energetic under the new global concept aimed at expanding the company's target market from...
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