In a poll conducted for Marketing Magazine by Joshua G2, McDonald’s comes out as the most hated brand in the UK.
Of course, regardless of whether a brand has inspired great love or a full-on fatwa, it has at least elicited a definite response from consumers, meaning that not only are they aware of its existence but have strong feelings toward it, neither of which is necessarily a bad thing. (following the mantra “Any publicity is good publicity”)
The aptly named Jill McDonald, McDonald’s chief marketing officer for Northern Europe, admits that McDonald’s is a polarising brand. Despite this, according to the chain, 70% of the UK population say they will eat at one of its restaurants at least once over a 12-month period. (some might argue that “McDick’s” has better offerings than typical British cuisine — discuss amongst yourselves…)
On the flipside an unprecedented number of technology brands appear in the most-loved list, with Nokia taking top spot, iPod third and social networking site Facebook making its debut in fifth.
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