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Published in:
2003 | OriginalPaper | Chapter
The essence of brand is belief
Author : Daniel M. Jackson
Published in: Sonic Branding
Publisher: Palgrave Macmillan UK
Included in: Professional Book Archive
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What McDonald’s did better than anyone else was to create belief among their customers that they were getting decent food at a good price and that the chain would always deliver the same portions in the same wrappers in the same type of environment. McDonald’s promised all of this and when customers walked through the doors, this is exactly what they got.