The Founder: It's Your Name
business
marketing
company image
brand equity
branding

Ray has a conversation with Dick about McDonalds. When Dick asks Ray why he didn't simply take all the ideas and systems that were shown to him during the McDonalds tour, Ray states that he wouldn't have been successful because he lacks the McDonalds brand name. Ray believes that corporate image and brand equity are crucial to a company's success.

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