The Founder: It's Your Name
2m 47s
cte
branding
brand equity
company image

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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