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Brand Resonance Model
 
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A discussion of the Brand Resonance Model.
Views: 44239 DrKC2010
Professor Kevin Lane Keller on brand value and marketing
 
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Kevin Lane Keller, E.B. Osborn Professor of Marketing at the Tuck School of Business, discusses the value of marketing in todays economy. Keller wants marketers to ask themselves what kind of value are they creating for consumers and how it compares to what competitors are doing.
Brand equity in the hearts and minds of consumers
 
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This is a brief summary of an academic paper, forthcoming at The Journal of Marketing. The authors investigate whether and how the equity of consumer product brands in the hearts and minds of consumers carries over into equity in the marketplace and into better response to the brand's marketing activity. Citation: Hannes Datta, Kusum L. Ailawadi, and Harald van Heerde. "How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing Mix Response?," Journal of Marketing, forthcoming.
Views: 4044 hannesd84
Brand Equity
 
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“Brand Equity” by Dr. C. Babu, Professor and Director at Durgadevi Saraf Institute of Management Studies. This session covers brand, brand equity, brand promise and few models on brands. Shot at the Deviprasad Goenka Management College of Media Studies using AB-Live virtual studio technology.
Views: 23522 DSIMS
“Lessons in Building and Managing Strong Brands.” – Kevin Lane Keller of Dartmouth College
 
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Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Keller’s impressive academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford, and UNC. Through the years, he has served as brand confidant to marketers for some of the world’s most successful global brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Procter & Gamble, Samsung, and Starbucks. His textbook, Strategic Brand Management, in its 4th edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He is also the co-author with Philip Kotler of the all-time best selling introductory MBA marketing textbook, Marketing Management, now in its 15th edition. From July 1, 2013 to July 1, 2015, he served as the Executive Director of the Marketing Science Institute.
Philip Kotler on the importance of brand equity
 
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What is the difference between brand equity and brand valuation? Why is it that CEOs should focus on the movement of their brand equity? How reputation relates to brand - and what the factors are that build your reputation as a company You can't compensate for poor products! Learn what the 6 handles are for managing your brand.
Views: 27483 LeadersIn
Mercedes Benz Brand Keller s Model CBBE
 
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Marketing Mercedes Benz Brand - Keller s Model CBBE
Views: 684 Nawar Saffa
What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning, definition & explanation
 
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What is BRAND EQUITY? What does BRAND EQUITY mean? BRAND EQUITY meaning - BRAND EQUITY definition - BRAND EQUITY explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names. Brand equity refers to the value of a brand. In the research literature, brand equity has been studied from two different perspectives: cognitive psychology and information economics. According to cognitive psychology, brand equity lies in consumer’s awareness of brand features and associations, which drive attribute perceptions. According to information economics, a strong brand name works as a credible signal of product quality for imperfectly informed buyers and generates price premiums as a form of return to branding investments. It has been empirically demonstrated that brand equity plays an important role in the determination of price structure and, in particular, firms are able to charge price premiums that derive from brand equity after controlling for observed product differentiation. Some marketing researchers have concluded that brands are one of the most valuable assets a company has, as brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. Consumers' knowledge about a brand also governs how manufacturers and advertisers market the brand. Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations. Generally, these strategic investments appreciate over time to deliver a return on investment. This is directly related to marketing ROI. Brand equity can also appreciate without strategic direction. A Stockholm University study in 2011 documents the case of Jerusalem's city brand. The city organically developed a brand, which experienced tremendous brand equity appreciation over the course of centuries through non-strategic activities. A booming tourism industry in Jerusalem has been the most evident indicator of a strong ROI. While most brand equity research has taken place in consumer markets, the concept of brand equity is also important for understanding competitive dynamics and price structures of business-to-business markets. In industrial markets competition is often based on differences in product performance. It has been suggested however that firms may charge premiums that cannot be solely explained in terms of technological superiority and performance-related advantages. Such price premiums reflect the brand equity of reputable manufacturers. Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no agreed way to measure it. As one of the serial challenges that marketing professionals and academics find with the concept of brand equity, the disconnect between quantitative and qualitative equity values is difficult to reconcile. Quantitative brand equity includes numerical values such as profit margins and market share, but fails to capture qualitative elements such as prestige and associations of interest. Overall, most marketing practitioners take a more qualitative approach to brand equity because of this challenge. In a survey of nearly 200 senior marketing managers, only 26 percent responded that they found the "brand equity" metric very useful.
Views: 12427 The Audiopedia
Indonesia Brand Summit 2014-Part 1- Kevin Lane Keller, Brand Equity and Planning
 
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Indonesia Brand Summit - Seminar on Branding by Kevin Lane Kaller
Views: 1041 marketingcoid
What is Brand Equity?
 
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Welcome to the Investors Trading Academy talking glossary of financial terms and events. Our word of the day is “Brand Equity”. Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well-known name. One situation when brand equity is important is when a company wants to expand its product line. If the brand's equity is positive, the company can increase the likelihood that customers will buy its new product by associating the new product with an existing, successful brand. For example, if Campbell's releases a new soup, it would likely keep it under the same brand name, rather than inventing a new brand. The positive associations customers already have with Campbell's would make the new product more enticing than if the soup had an unfamiliar brand name. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one, however, the brand is said to have negative brand equity. This might happen if a company had a major product recall or caused a widely publicized environmental disaster. By Barry Norman, Investors Trading Academy
Introduction to IMC 465-6 Brand Equity
 
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IMC faculty Ariel Goldfarb introduces the Brand Equity course for IMC Online students.
Views: 284 NU Medill
Kevin Lane Keller 'Brand Planning'
 
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In an increasingly competitive world, brand building needs creativity, imagination and well planned marketing programmes - deployed within a strategic framework that focuses all effort to maximum effect. Kevin Lane Keller (One of the worlds most respected marketing authorities) sets out his 3 interlinked models for strategic brand planning to: 1. Establish a unique brand positioning 2. Create intense and actively loyal relationships with your customers 3. Better understand the financial impact of marketing expenditure and investment
Views: 33863 sogiants
Introduction to Brand Asset Valuator
 
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Complete explanations of all the tools used in BAV to assess the brand health and provide strategic solutions
Views: 8667 Brand Asset Valuator
Brand Equity
 
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Brand equity is based on the extent to which a brand has high loyalty. visit: www.b2bwhiteboard.com
Views: 33141 B2Bwhiteboard
Dr. Kevin Lane Keller - Building strong brands in Energy Markets - CHARGE2016
 
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Watch Dr. Kevin Lane Keller's keynote at CHARGE - Energy branding conference 2016. An internationally renowned scholar and a consultant in the field of branding. Professor Keller is the author of the textbook Strategic Brand Management, sometimes heralded as “the bible of branding”. His academic research has focused on understanding consumer behaviour and perception in order to improve marketing strategies.
Kevin Lane Keller 'Brand Planning'
 
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Kevin Lane Keller 'Brand Planning'
Views: 294 ProfessorMathur
What is Kellers brand equity model
 
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What is Kellers brand equity model - Find out more explanation for : 'What is Kellers brand equity model' only from this channel. Information Source: google
Views: 80 WikiAudio6
Brand Equity
 
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Gordon Pincott, Chairman - Global Solutions, Millward Brown, interviewed on Economic Times
What Is The CBBE Model
 
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The basic premise of the cbbe model is that power a brand keller's equity also known as customer based (cbbe). E approach to cbbe pyramid break with kit kat. Customer based brand equity (cbbe) pyramid shodhganga. The customer based brand equity (cbbe) pyramid has put forth by kevin lane keller. Keller's brand equity model strategy tools from mindtools. Apr 18, 2016 usually designed as a pyramid, customer based brand equity shows businesses how to lay the foundation that creates positive attitude nov 16, 2011 model consumer resonance sub dimensions of cbbe pyramid loyalty attachment sep 5, 2014 explanation using mcdonalds reference mar 30, by; Bachu vinay chaithanya (cbbe) apple keller outlines assist manage according model, building strong involves four steps (1) free download powerpoint presentation (. Developing brand equity model based on c. Mohammad aghaei1 consumer based brand equity (cbbe) pyramidthe breadth of awareness is strong as consumers consider kit kat an option when oct 27, 2016 i came across 'associative network memory module' theory that describes the keller's cbbe model. Model strategy tools from mindtools cbbe model how to build a strong brand & butter blog brandandbutter. Customer satisfaction and loyalty in tehran's chain stores. Dpsychological concepts scribd. Keller's brand equity model. Wordpress cbbe model how to build a strong brand class "" url? Q webcache. What is the cbbe model? Youtube. Model strategy tools from mindtools. However, more appropriate theory mar 19, 2015 the cbbe model looks at brand equity from consumer's point of view. Branding an application of keller's brand equity model in a b2b context. Jan 26, 2010 building a brand isn't as easy it sounds, but there is marketing model providing guidance for building, called the customer based equity (cbbe model). Customer based brand equity (cbbe) model. Kevin lane keller developed the model and published it in his widely used textbook, 'strategic brand management. What is customer based brand equity? Upfront analytics. Cbbe model mc donalds slidesharebuilding customer based brand equity ananda sabil hussein,ph. Customer based brand equity slideshare. Heineken brand resonance pyramid (cbbe model). The cbbe model looks at building a brand as heineken resonance pyramid (cbbe model) keller claims the customer based equity (cbbe) can be of where completely harmonious relationship developing on c. The basic premise of the cbbe model is that power a brand resides in minds its customers keller's equity also known as customer based (cbbe). Heineken brand resonance pyramid (cbbe model) Branding an application of keller's equity model in a b2b context. E approach to establish. Is there any underlying theory that explains cbbe model and customer based brand equity brian a mcnay. Txt) or view presentation slides online the basic premise of model is that power a brand lies in what customer based equity (cbbe) maintains building strong 4. Googleusercontent search. Within a p
Views: 339 Your Question I
How Do You Measure Brand Equity?
 
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"DISCOVER How Do You Measure Brand Equity LIST OF RELATED VIDEOS OF How Do You Measure Brand Equity IN THIS CHANNEL : How Do You Measure Brand Equity? https://www.youtube.com/watch?v=cwul4O7kE4I What Is The Personal Brand? https://www.youtube.com/watch?v=NN6kqPbg4pI What Is The Brand Of A Company? https://www.youtube.com/watch?v=oEY-txsLvj4 What It Means To Build A Brand? https://www.youtube.com/watch?v=xjZS0zkvlSM What Is A Branding Watermark? https://www.youtube.com/watch?v=-HO4sCFbwWw How Do You Measure Brand Awareness? https://www.youtube.com/watch?v=6V4LU91qAew How Can A Brand Be Successful? https://www.youtube.com/watch?v=tagLAOHlY8k What Is Your Personal Brand Statement? https://www.youtube.com/watch?v=vuZKiymc6QM What Is A Brand Anchor? https://www.youtube.com/watch?v=8_g18LcJ3i8 How Do You Create A Brand Image? https://www.youtube.com/watch?v=s2-Gtv95Bew"
Views: 298 sparky Facts
Creating Brand Equity | Marketing Management (Lecture 9)
 
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Creating Brand Equity | Marketing Management (Lecture 9) Subscribe this channel to get more knowledge,Slides,Lectures,Presentations etc. Youtube: http://www.youtube.com/c/GetKnowledge?sub_confirmation=1 Facebook: https://www.facebook.com/g8knowledge Twitter: https://www.twitter.com/g8knowledge Instragram: https://www.instagram.com/knowledgeget Course Description: This course has been designed keeping in view the following objectives: • To introduce to the students the variables involved in Marketing Management • To enable the students to understand the complexities involved in decision making as applicable to marketing problems • To equip the students with enough understanding of the marketing environments to study and analyze the different environmental factors necessary for decision making • To prepare the students for practical application of the concepts imparted in the classroom once he/she enters the real markets Course Objective: After completing this course a student will be able to: • Understand the finer implications of Marketing Planning and Decision Making • Be able to analyze the factors involved in marketing planning • Create at least a theoretical framework for a complete market plan • Posses a complete understanding of marketing theories and models for decision making Chapter Objective: What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy?
Views: 1298 Get Knowledge
The Brand Value Chain
 
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A discussion of the Brand Value Chain
Views: 17345 DrKC2010
Building Brand Equity: McDonald's Case study
 
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These slides aim to present some methods of building brand equity in the market by taking the example of Mc Donald's. Part of Marketing Internship under Prof. Sameer Mathur, IIM Lucknow.
Views: 1377 Tejas Kotha
Brand Conference -- Prof. K. Keller
 
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Prof. Keller at PolyU Brand Conference 2005
Views: 703 brandconference
Brand Value Chain
 
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Views: 1764 gboxz family
Prof Kevin Lane Keller on The New Brand Imperatives Part 1 of 4 VTS_01_1.VOB
 
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Prof Kevin Lane Keller's Talk on The New Brand Imperatives; Mumbai 16 March 2012; Presented by Draftfcb Ulka's Cogito Consulting, Part 1 of 4
Views: 5064 mg parameswaran
Best Metric to measure Brand Strength
 
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There are so many metrics that various agencies and research organisations keep bringing up to help brands measure their strength. This video looks at some and advises on the simplest and most relevant one.
Views: 806 FMCG Academy
What is the customer based brand equity
 
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What is the customer based brand equity - Find out more explanation for : 'What is the customer based brand equity' only from this channel. Information Source: google
Views: 175 atunakai2c
The brand equity pyramid
 
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Views: 691 Xinying He
What is BRAND EXTENSION? What does BRAND EXTENSION mean? BRAND EXTENSION meaning & explanation
 
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What is BRAND EXTENSION? What does BRAND EXTENSION mean? BRAND EXTENSION meaning - BRAND EXTENSION definition - BRAND EXTENSION explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group, which was initially a record label that has extended its brand successfully many times; from transportation (aeroplanes, trains) to games stores and video stores such as Virgin Megastores. In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales. Launching a new product is not only time-consuming but also needs a big budget to create brand awareness and to promote a product's benefits. Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to the core brand equity. While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in the same product category of soft drinks. This tactic is undertaken due to the brand loyalty and brand awareness associated with an existing product. Consumers are more likely to buy a new product that has a reputable brand name on it than buy a similar product from a competitor without a reputable brand name. Consumers receive a product from a brand they trust, and the company offering the product can increase its product portfolio and potentially gain a larger share in the market in which it competes. Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension. First, the "Complement" refers to consumers taking two product classes (extension and parent brand product) as complementary in satisfying their specific needs.
Views: 2049 The Audiopedia
Marketing Guru David Aaker, "Brand Relevance"
 
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Marketing guru and Haas Professor Emeritus David Aaker talks about his new book, Brand Relevance, as part of the David Aaker Distinguished Speaker Series. In this event at the University of California, Berkeley's Haas School of Business, Aaker describes a competitive strategy of developing innovative offerings that make competitors irrelevant. The University of California Berkeley Haas School of Business is one of the world's leading producers of new ideas and knowledge in all areas of business - which includes the distinction of having two of its faculty members receive the Nobel Prize in Economics over the past 15 years. The school offers six degree-granting programs. Its mission is to develop innovative business leaders - individuals who redefine how we do business by putting new ideas into action, and who do so responsibly. The school's distinctive culture is defined by four key principles - question the status quo; confidence without attitude; students always; and, beyond yourself. Visit our website at http://haas.berkeley.edu
Views: 73707 Berkeley Haas
Brand Pyramid
 
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The brand pyramid is a fundamental part of any content marketing strategy. CEO Eric McGehearty helps you get to the essence of what makes your brand unique. What questions about digital marketing or content marketing do you have? We want to know what you want to know. You can learn more at our website: https://globerunner.com/ Check us out on Facebook: https://www.facebook.com/globerunneragency
Views: 2263 Globe Runner
The Brand Pyramid
 
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A short description of the highly useful brand development construct called a Brand Pyramid that TPM Branding regularly uses in assisting organisations in mapping their brand.
Views: 7048 Richard Rosebery
What Is The Brand Equity?
 
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Brand equity wikipediawhat is brand and why it valuable? Brand definition what shopify. After the lesson, you can test your definition of brand equity a brand's power derived from goodwill and name recognition that it has earned over time, which translates into higher sales so if is simply value in marketplace this positive differential response to brand, what creates be defined as impact knowledge on consumers marketing. Companies can create brand equity for their products by making them memorable, easily recognizable, and superior in quality reliability has 4 dimensions loyalty, awareness, associations, perceived. Find out more from david aaker brand equity is a marketing term that describes brand's value. Keller's brand equity model strategy tools from mindtools latest advertising and marketing industry information what is equity? Duffy agency. However in this lesson, we'll be looking at brand equity, which is a critical component to building business. Brand equity meaning and measuring brand equitybrand encyclopedia business terms presentation slidesharebrand ppt slideshare. What is brand equity? Definition, components & measurement what Definition and meaning businessdictionary equity does the baylor university. Brand equity is associated with wide recognition, customer loyalty, and the market share enjoyed by branded product or service. We've found most of these models are either too. That value is determined by consumer perception of and experiences with the brand equity a critical part building business, companies that successfully build one understand just how important it to bottom line. Brand equity wikipedia brand is a phrase used in the marketing industry which describes value of having well known name, based on idea that owner name can generate more revenue simply from recognition; That products with than less refers to premium company generates product recognizable when compared generic equivalent. Brand equity models and measurement brand definition from kwhs. Brand equity basics part 1 what is brand equity? . What is brand equity? Definition from whatis searchcio. Brand equity wikipediawhat is brand and why it valuable? definition what shopify. As discussed elsewhere in this volume (see brands and brand names 6 sep 2011 table of contentsexecutive summaryintroduction what is a brand? What can be branded? Brand powerwhat equity? Brand 3 jun 2010 creating equity 10 marketing management south asian perspective, 13 th ed 17 jul raj mohan ranjith name, term, product phrase that reflects the perceived value known logo or other identifier, how it affects an organization's ability to market products 24 may 2016 simple terms, construct designed reflect real name holds for services 28 feb refers facts are uniquely attributable. In particular, brand equity captures the outcomes, in this article, we'll look at keller's model. This tool highlights four steps that you can follow to build and manage a brand customers will support find the lat
MOA: Company Goals on Brand Equity (NEWER VERSION AVAILABLE)
 
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This video introduces MBA and other graduate business school students to concepts associated with branding and brand management. It consists of excerpts and visual references taken from an MBA marketing class discussion.
Views: 1389 Gary Hunter
"Strategic Brand Management", de Kevin Lane Keller
 
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Adriana Craveiro apresenta o livro "Strategic Brand Management: Building, measuring and managing brand equity" na rubrica "Speed Reading" de 12 de Novembro de 2012.
Views: 602 economicotv
Brand Asset Valuator Model
 
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Brand asset valuator model (BAVmodel ) is the best model to measure brand equity.This can arguably called the most extensive brand research programs ever done. Till date over 100,000 consumers across 32 countries have been interviewed. Information on more than 13,000 brands has been collected providing up to 56 different scales and dimensions of consumer perception.According to the BrandAsset Valuator model, brand health and future of any brand can be determined by collecting consumer insights in four key areas listed below Brand Relevance Brand Differentiation Brand Esteem Brand knowledge brand asset valuator details on http://www.brandsfun.com/bav-model/
Views: 3774 Brand sfun
Brand Strategy Tutorial: The Tronvig Group Brand Pyramid
 
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Tronvig Group offers full 360-branding services, but we know that not everyone needs or can afford this. So we have created an affordable branding tutorial product for the Discovery phase of our process. It shows you how to create a Brand Pyramid for your organization. Visit https://www.tronviggroup.com/brand-strategy-tutorial/ for more information.
Views: 9375 Tronvig Group
Brand Equity - Top ten mistakes marketers make when re-branding
 
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Brand Equity - Top ten mistakes marketers make when re-branding
Views: 8872 ET NOW
Korean Lecture-Brand Equity Management-01
 
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Strategic Brand Management, Chapter 2
Views: 183 Taewon Suh
BRAND EQUITY @ NIKE: BUILDING NEW CONSUMER EXPERIENCES
 
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NIKE: BUILDING NEW CONSUMER EXPERIENCES
Views: 2623 ET NOW
Brands and Brand Equity
 
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Views: 442 HaleyDavidson123
Brand Equity: McDonald's transforming its image
 
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Brand Equity: McDonald's transforming its image
Views: 15708 ET NOW