Write down all thoughts, words, and associations that cross your mind when you think of McDonald's. Once you have done this, pick any one of McDonald's competitors (Burger King, Wendy's, etc.) and do the same thing for this brand. Using the two pair of word lists, explain the difference in positioning of McDonald's and the other fast food places you select.

Steve Jobs played a major role in establishing the brand image for Apple. How much has Apple's brand image changed without him? What would be your advice to Apple for maintaining and even improving their brand image?