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Branding should be designed to strategically enhance the identity of a product through the use of unique brand names, symbols and other distinctive measures. According to the McDonald's Corporate Homepage, McDonald's has paid dividends on common stock for 29 consecutive years through 2004 and has increased the dividend amounts a least once every year and the chance of insolvency is highly unlikely, given the amount of contracted cash flow the company has with franchisees. McDonald's has achieved domestic and international success and has used internationalization and globalization to create competitive advantages...
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