Posts Tagged: "Macca"

McDonald’s Australian Rebrand: “Macca’s”, a Local Slang Name

But this article is less concerned with actual imperialism, and more with cultural imperialism –particularly the “invasion” of this country by that once all-American, but now global, fast-food chain known variously in its land of origin as McDonald’s, the Golden Arches and Mickey-D’s. Here in Australia, however, McDonald’s most prevalent nickname is “Macca’s”. A recent branding survey commissioned by McDonald’s Australia found that 55 per cent of Australians refer to the company by its local slang name. But the temporary Macca’s rebranding also raises some interesting trademark issues.