브랜드인지도에 따른 외식 기업 브랜드 로고의 현지화 요인별 브랜드이미지 인식 연구: 맥도날드 사례 중심으로

Many global food service companies have tried to modify their own brand identities according to the local situations in order to attract more local consumers. If consumer recognize more similarly both original brand image and localized brand image, they will have familiarities to localized brand and tend to have more purchase intentions than those who don't recognize them similarly. And For local store marketing, food service companies have thorough marketing research plan, because there are different results according to recognition gap about brand name or characteristic of demography. Similarity recognition of original brand image is different from brand name recognition gap. The result indicates that some food service brands in korea which are not so popular as Mcdonald's should make a thorough market research for successful brand logo localization. Brand logo plays important roles in consumer attitudes, which are to recognize brand and to distinguish from other brands so this study can be very suggestive to many franchise food service companies which need local store marketings.