Institution - Brand Values. (Halsey)

Choose 5 brands. For EACH brand:

1) Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal.
2) Distil the brand values into one sentence of no more than 10 words.
3) Sum up the brand in ONE word.

McDonald's:
- The McDonald's brand would be interpreted as a local company when it actually is a global business. The brand could fit into several of Dyer's lines of appeal: Happy families - everyone wants to belong due to the fact that there are meals which appeal to both, adults and children (happy meals). Also this idea is reinforced as their slogan is: "I'm lovin' it.". Additionally, Dyer's lines of appeal of childhood could be applied as elderly people are even aware of McDonald's as it has been open since 1940.
- McDonald's brand is based on the satisfaction of their customers.
- McDonald's in one word: happiness.

Virgin Atlantic:
- The brand Virgin Atlantic is an airline which could fit into Dyer's lines of appeal: self-importance & pride as the airline gives highly exceptional customer service (as they give free food and drinks) whereas other airlines aren't  as generous and there are fixed prices you have to pay for any refreshments. Furthermore, rich and luxurious lifestyles could also be applied as you have to pay a fair amount of money in order to fly with Virgin Atlantic which is made up with excellent customer service.
- The brand is focused quality and customer loyalty. 
- Virgin Atlantic in one word: passion.

Apple:
- Apple the brand is based on improving technology and becoming bigger and better, literally. Dyer's lines of appeal could be applied here: rich, luxurious lifestyles as you need to be financially sorted as Apple products cost quite a bit for products which seem simple but the technology is extravagant so it is worth more than an average smart-phone.  
- The brand is focused on becoming bigger and better.
- Apple in one word: extravagant.

Hollister:
- The brand Hollister is focused more on the younger generation (teenagers from 14-18). Dyer's lines of appeal could be applied here: self-importance & pride as Hollister is quite pricey and they quality of the clothing makes up for the price, it isn't the same as an average priced retail store. Additionally, rich and luxurious lifestyles could be applied as you need to have an exceptionally well income in order to shop in Hollister. 
- Hollister is focused on personal touch with customers.
- Hollister is one word: pride.

Nike:
- Nike is a brand which appeals to those of the younger generation and also for sports people. This is because they are a sports brand but the younger generation seem to wear Nike as outfits when they're out which is suggested as being quite lazy and scruffy. Dyer's lines of appeal could be applied here: Happy families - everybody wants to belong. This is suggested as the younger generation would want to fit into society and the idea of being 'gangsters'.
- Nike is a brand whose audience has altered.
- Nike in one word: sports.