One of the changes McDonald’s made as part of its reimagining was changing the packaging of the bags and containers. How might these changes influence customer perceptions?

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This week you shifted from exploring external factors influencing consumer behaviors to internal ones. You explored the perceptions, motivations, personality traits, attitudes, and self-concepts that influence how a brand positions itself to gain consumer trust and loyalty (and sales, of course!). Read Case 4-2: Repositioning McDonald’s (p. 460) to answer the following questions:

1. One of the changes McDonald’s made as part of its reimagining was changing the packaging of the bags and containers. How might these changes influence customer perceptions?
2. The repositioning of McDonald’s was a deliberate and strategic attempt to alter customer perceptions and to “win back some of McDonald’s best customers” (p. 460). Based upon the competitors and changes mentioned in this case study, what were some of the perceptual shifts they want consumers to make? Do you think these changes can significantly shift public perception of McDonald’s? Why or why not?
3. Describe the McDonald’s brand personality pre-repositioning. How would you describe the McDonald’s brand personality after the repositioning? Is this a successful repositioning, in your opinion? Why or why not?
4. If you were a marketing consultant brought onto the McDonald’s team to assist with the repositioning, what advice or recommendations would you make to help them communicate their new brand personality, and why? What new marketing challenges should they be aware of, and why?

In your assignment, be sure to use insights from your textbook along with the appropriate citations and references. Your assignment must be a Word document, APA formatted, and include at least 1200 words.

Textbook: Mothersbaugh, D. L., Hawkins, D. I., Kleiser, S. B., Mothersbaugh, L. L., & Watson, C. F. (2020). Consumer behavior: Building marketing strategy. New York, NY, USA: McGraw-Hill Education.

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