Global branding startigies of any brand includes the following

element
Product
Place
Price
Promotion
Target audience
positioning
now we contrast mcdonalds and coca cola golabal branding
strategies through the above elements
Product
Coca cola has a wide product range he following products are
offered by Coca Cola globally: Coca Cola, Sprite, Fanta, Diet
Coke, Coca Cola Zero, Coca Cola Life, Dasani, Minute Maid,
Ciel, Powerade, Simply Orange, Coca Cola Light etc. Coca Cola
products are sold in various packaging and sizes. For example,
its core product Coke is sold in 200ml, 500ml, 1ltr, 1.5ltt and
2ltr bottles in cans, glass and plastic bottles. The Coca Cola logo
is clearly made visible on each of these bottles and cans to
differentiate itself from Coke. The Coca Cola bottles also have
unique shapes pertaining to the brand. Coca Cola, Sprite and
Fanta have large market shares in their respective segments
McDonalds is one of the world’s leading fast food chains.
McDonalds primarily sells hamburgers, chicken products,
cheeseburgers, breakfast items, soft drinks, milkshakes and
desserts. McDonalds has also included salads, smoothies, fish
wraps and fruits. It is widely known for its hamburgers.so it also
has a wide product range The original restaurant, which was
started by McDonalds brothers, sold only hot dogs, hamburgers,
cheeseburgers, milkshakes and French fries. The other products
sold across the world include Beef Burgers, Big Mac, Big n
Tasty, Double Cheese burger, Mc Spicy Burger.

Price
Coca Cola follows a 2nd degree price discrimination strategy. in
the sense they charge different prices for products in different
segments. Coca Cola and Pepsi are the dominant players. Coke
products are priced similar to that of Pepsi products in that
particular segment. If Coke prices its products too high as
compared to Pepsi in a particular segment, then the consumers
might switch especially in developing countries where the
consumers are price sensitive. Coca Cola offers discounts on
bulk purchases
McDonalds involves various price bundling strategies that offer
bundling products with meals and other products for customers.
To ensure customers buy more products McDonalds focuses on
psychological pricing strategies.Globally mcdonalds have
different price rates in diff countries. They had reduced prices in
Pakistan so that customers prefer McDonalds as lunch and
dining place. Its primary competitors are KFC, Subway, Pizza
Hut and Dominos. As part of the promotional pricing strategy,
McDonalds offer discounts

Place
Coca Cola being in the market for more than 130 years and
operating in more than 200 countries worldwide, it has
developed excessive distribution network. The wide distribution
network highlights the place strategy in Coca Cola global
branding The Coca Cola company produces the beverage using
its secret formula and transports it to the bottlers located in
various parts of the globe. The bottle shapes and sizes are
predefined by the company. Coca Cola products are also
distributed to various Hotels and restaurant chains throughout
the world. Coke has also built an extensive reverse supply chain
where they collect the leftover glass bottles from the retailers
and convert them into a reusable product thus saving cost and
additional resources.
McDonalds restaurants are found in 110+ countries and it
operates more than 36,000 restaurants worldwide. Most
McDonalds restaurants allow customers to drive through service
with facilities such as indoor and outdoor seating and counter
service.
Promotion
Coca Cola sets the bench mark for advertising and branding.
The promotional strategy of Coca Cola focuses on aggressive
marketing through ad campaigns using media like TV, online
ads, print media, sponsorships etc. Coca Cola engages in the
following major sponsorship events like American Idol, BET
Network, NASCAR, NBA, NCAA, Olympic Games, FIFA
worldcup etc.
McDonalds has spent huge money on advertising campaign, it
makes use of newspaper ads, billboards, signage sponsors
various sporting events like FIFA world cup, Olympic games,
Little league and many more. McDonalds is uses aggressive
promotion when it comes to its Global branding.

Target audience
While building global branding the main strategy is know your
target audience.here following are the contrast of coke and
mcdonalds target audience :.
Coca-Cola takes every customer as target and potential
who is thirsty. All age groups are being targeted but the
most potential is the age group from 18-25 that covers
around 40% of total age segment.
The main target customer for McDonald's includes parents
with young children, young children, business customers,
and teenagers.

Positioning
Coca Cola has strategically positioned itself within the world
soft drink market. Coca Cola has been successful by using
Unique Selling preposition as “Live the coke side of life”, related
to joy and happiness. Consumers basically associate this brand
with these emotions. When the name of Coke is mentioned,
the first thing that comes into mind is fun and entertainment.

The positioning strategy of McDonald’s was outstanding

since the initial stage. They had developed a unique
image in the mind of consumers, they use to develop
alternate positioning strategy for the different target
markets in comparison to other competitors. And “The
clown got much popularity among children”

Similarities b.w coke and mcdonalds

Both doing the great in their respective fields their mission
almost same up to some extent and that was provide
happiness and comfertness to their customrs their
objectives is also the same and that was fulfill the need of
their customes

Difference
The main difference is in their target markets