Product Brand Promotion Strategy of McDonalds and Starbucks in Vietnam Market

Brand is an important part of an enterprise's business activities. In the modern age, a brand is not simply a product or service but also a concept of value, vision and emotions it brings to consumers. It helps shape and develop a company's reputation, attract customers and create trust in customers' hearts. Starbuck is one of the most famous brands worldwide in the coffee sector and Macdonalds is known for its convenient fast food system with excellent product quality and classy customer experience. However, to achieve that, Macdonalds and Starbucks had to comply with a number of brand identity system design requirements to match their views on the brand. "Requirements in designing a brand identity system" to highlight the perspectives on the brand approach of Starbucks and Macdonalds and the basic requirements in designing the identity system of these brands. From the above perspectives, it is possible to draw comments on the successes, limitations and solutions in the brand identity systems of these two businesses.