McDonald's fast food chain, which was born in p>1955, has developed into a multinational company with 31,111 branches all over the world. McDonald's is the world's first brand in the catering industry. At the beginning of the year, McDonald's ranked second among the top 111 most influential brands in the world in 2113, which was launched by the world brand laboratory, an internationally renowned brand research institution. The success of McDonald's is due to its founder's creation of a business model that meets the requirements of the times, and its rapid replication and expansion through the formulation of unified and standardized standards. In the 1961s and 1971s, when the United States entered the stage of rapid economic development, the pace of people's life and work accelerated, and the time for eating became shorter and shorter. Especially after individuals owned a large number of cars, the demand for quick meals on the way appeared, and McDonald's fast food restaurants set up at some airports and expressway intersections met people's needs. With the rapid development of American economy, McDonald's has achieved great success, which has a certain political and cultural significance. People regard it as representing the national image of the United States. At the same time, being able to eat at McDonald's is regarded as one of the lifestyle characteristics of the middle class. In the early development process, McDonald's gradually formed a CI system with strong characteristics of American CI theory, with red and yellow as the basic tone and M as the brand symbol. The brand connotation of McDonald's includes its product quality, product market positioning, brand culture, product standardized production and quality assurance mechanism, brand image promotion, franchise market expansion model and so on. With its unique successful business model, McDonald's has won the first place in the world's catering industry, attracted strong attention from the world, and became a hot topic for people to talk about, which enabled the brand to spread rapidly. Many people knew McDonald's in books and movies before they met McDonald's, so when McDonald's entered the new market, it was often crowded with customers. For example, in China, when McDonald's landed in Beijing and Shanghai, more than 11,111 customers visited the single store that day. In contrast, KFC is not so lucky. As far as brand influence is concerned, it has always been in the shadow of McDonald's aura, highlighting the different opportunities between the boss and the second child. With the end of the industrial age and the changes of people's cultural psychology, the commercial image of McDonald's has attracted many criticisms. In order to attract customers, McDonald's regards children as the main target group, and has established a humorous image of McDonald's uncle. It is this wrong positioning that makes McDonald's performance decline continuously from 1998, and its stock has shrunk by 71% in a few years. Since the second half of 2113, McDonald's has begun to take teenagers as its main target group. As a world-class brand giant, McDonald's spends a lot of money on brand communication, but there are a lot of failures due to improper operation. The fundamental reason is that the enterprise itself ignores the psychological research of consumers, forcibly instills information that it thinks is valuable to consumers, and ignores the psychological reaction of consumers. To paraphrase a classic saying once said by an American entrepreneur, "I know that half of my advertising expenses are wasted, but unfortunately I still don't know which half", half or more of McDonald's advertising expenses are wasted on complacency and self-appreciation. As a multinational company with wide influence in the world, McDonald's naturally adopts an undifferentiated brand promotion strategy, which can certainly gain the advantage of scale, but the effect is often unsatisfactory due to the differences in cultural, psychological and aesthetic customs of different countries. For example, there are a lot of funny scenes in McDonald's commercials, which may be in line with the appreciation habits of some American audiences, but it may not be suitable for rational and pragmatic oriental consumers; McDonald's employs some big-name sports stars as brand spokespersons. These stars and their sports may be sought after by many people in the United States, but they may not be popular in other countries. McDonald's fast food restaurant in developed countries in Europe and America may only be a middle and low-end restaurant, and its customers are blue-collar and other low-income consumers, but in developing countries it is a middle and high-end restaurant, and most of the visitors are white-collar workers with higher income and higher education. Obviously, their values and aesthetic habits will not be the same. Different races have different tastes. McDonald's food is mainly beef, while orientals are more interested in chicken. Even in McDonald's, the sales volume of chicken is seven times that of beef, which is an embarrassing fact that operators are unwilling to face. McDonald's intentionally or unintentionally played up the cultural concepts and values of the United States in the process of brand promotion, which caused people's resentment in some countries with strong national consciousness. The stubborn strategy of global unification is the fundamental reason why it encounters resistance in some countries and restricts its expansion in the world. Brand positioning is not accurate, and publicity pays attention to one thing and one thing.