How is it that a big, valuable brand like McDonalds gets such a low score?
Some brands have many satisfied customers, but also generate some controversy. Fast food outlets and tobacco companies are examples. Those who dislike the brand, but were, perhaps, never likely to be customers anyway, mask the success of these brands. The key issue is change – whether the numbers for McDonald’s go up or down or stay steady. Of course, a BrandIndex subscriber can also compare its scores to the appropriate sector average, to obtain a measure of how it performs vs. its peer group. So a brand which outshines its competitors in a less popular sector can be evaluated appropriately.
