11.02.2019 - By Luiza Campos
According to a 2019 study by Statista, McDonald’s brand value is estimated at over $130 billion dollars. Almost three times more than number two, Starbucks, on the “fast food” category. How does a brand who regularly receives harsh criticism have such high brand value? And how do they keep their brand integrity and consistency in over 37,000 restaurants in 120 countries?