1. McDonald Re-branding project By: Shijia Gao

2. Brand audit official website provides every product they have and information about their promotions, company stories and job opportunities. Facebook 8,018,058 people like it, but only few of them comment on the homepage. And there is no feedback area. No social media in Chinese website.

3. loyal brand consumer His name is Shuo Chen He is my classmate Every time when he has meeting with friends, he choose McDonald. His likes Big Mac and chip most.

4. Stakeholder Consumers Employees Stockholders managers

5. Focusing on Quality Service Sanitation Value

7. It has some famous representative branded products

8. Widely distributed.

10. Can provide optional allergen free food items.

12. Hamburgers and fries are being avoided.

15. Compare with KFC, only few people eat at McDonald And the average consumption is much lower than other fast-food restaurant

16. What aspects need to change? Need a feedback area in the official website more innovative products New promotion type

17. Recommendations supply new products, like rice roll, seafood product such as shrimp or fish, and special taste hamburgers. flash sale products also needed to attract customer’s attention. Establish a social media in Chinese web Add a communication zone in the homepage, it should be not only information about products, but also activities and feedback.