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9. McDonald’s
Brand value: $88.6 billion
Percentage change from last year: +9%
Last year’s rank: 9
What happened: Millward Brown says that McDonald’s has made a number of improvements to the business this year.
It is making efforts to separate its drive-thru offerings — based on convenience and speed — from its in-store experience, where it has been rolling out customization, premium products, and improving hospitality.
Meanwhile, Millward Brown also notes the success of its healthier and lifestyle-focused McCafe offerings.
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