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According to a survey published yesterday, McDonald’s is Britain’s most hated brand. They topped a list of almost 300 well-known names, from cars to shops to charities.

Of course most brands prefer to be loved, but being hated doesn’t have to be bad. Regardless of whether a brand is loved or hated, it has at least elicited a definite response from consumers. Which means consumers are aware of its existence and have strong feelings towards it, both are a good thing. Besides that, don’t think Nokia, the “most loved” company, is safe now. After all “each man kills the thing he loves.” (Oscar Wilde)

The results emerged after 1,100 adults were asked by marketing firm Joshua G2 to pick one favorite and one least favorite from lists of brands.

The survey didn’t ask why they liked or disliked a brand. McDonald’s admits that they are a “polarizing brand” but doesn’t have a serious reason too. Nevertheless 70% of the UK population say they will eat at one of its restaurants at least once over a 12-month period.

I think there are several reasons why McDonald’s is Britain’s most hated brand. First of all they became a symbol of globalism and are blamed to Americanize the world. Especially the work-shy anti globalists do so.

Also the demagogic movie “Supersize me”, by Morgan Spurlock, which won several awards and was even nominated for an Oscar, wasn’t good for McDonald’s reputation.

top 10 hated brands

I’m the first to admit that there is very much wrong with McDonalds, but I don’t hate or love them. I never hate or love a company. As a professional consumer I don’t want to be “emotionally” involved…

Filed under: Informative, Propaganda