It's a key strategic decision around the concept of 'Positioning' - do you want to be positioned in the marketplace around your Product (Sprite, Fanta etc) or y

It's a key strategic decision around the concept of 'Positioning' - do you want to be positioned in the marketplace around your Product (Sprite, Fanta etc) or your Company (McDonalds). Neither is better or worse, but it is a decision to consider. Remarkably, my grandmother calls McDonalds "Big Mac" ("as in, Jacob used to work at Big Mac"), which is proof you can have a plan and make a decision but you can't completely control how your customers view you.