McDonald's Goes Digital: Fund Fuels Growth as Brand Expands Trademark Portfolio
May/17/2024
In a move to bolster its digital marketing efforts, McDonald's announced the creation of a Digital Marketing Fund, effective January 1, 2025. This fund will support the company's digital assets, including the MyMcDonald’s App and customer relationship management platforms, across key markets such as the U.S., U.K., Canada, Germany, and Australia. Concurrently, McDonald's has been actively managing its trademark portfolio, filing new trademarks and opposing potentially infringing applications to safeguard its brand.
McDonald's recent trademark activity highlights its commitment to expanding and protecting its brand. On May 2, the company filed three new trademarks in the U.S.: 'McPOPS' for bakery desserts, 'GOLDEN ARCHES ENTERTAINMENT' for multimedia production and distribution, and 'ARCHY' for restaurant services. These filings reflect McDonald's strategic vision to diversify its offerings and strengthen its market presence. The 'McPOPS' trademark aims to capitalize on the popular dessert market, while 'GOLDEN ARCHES ENTERTAINMENT' signals an ambitious entry into the entertainment industry, and 'ARCHY' reinforces its core restaurant services.
In addition to filing new trademarks, McDonald's has been vigorously defending its brand through opposition actions. On May 13, McDonald's filed an opposition against Mac'd, Inc. over its trademark 'MAC'D,' which covers various restaurant and catering services. This move aims to prevent any potential confusion with McDonald's well-established brand. Similarly, on May 16, McDonald's opposed the trademark 'MCMAYR,' filed by an individual for various technology accessories, to protect its brand integrity. These actions demonstrate McDonald's proactive approach to brand protection, ensuring that its trademarks remain distinct and uncontested in the marketplace. By integrating its digital marketing strategies with robust trademark management, McDonald's continues to enhance its brand value and market competitiveness, positioning itself for sustained growth and innovation.
