It's hard to believe that a company would abandon it's name so blatantly as MCD did. Yet, for one of the most powerful brands known the world over - it is easy to understand why. McDonald's Japan is testing the no-brand marketing with newly opened Quarter Pounder stores in Tokyo relying only on the QP name to drive the stores.
With a limited menu yet a strong brand this may be a wave to catch in Japan. A culture that values efficiency of time and energy a limited choice menu may be the perfect way to gain market share. See the Website - www.quarter-pounder.net, a clear example of the efficiency strived for. A reminder of In & Out in California, simple choices for burgers - 3 menu items and the place is packed. A reminder for marketers that brand consistency on a global scale is not about logos and 
colors, but more about the perception and attitudes that your customers must have of your brand to be competitive in that market.
Japan is very different from the US in it's customs, attitudes and personal paradigm of importance. For example, they don't eat in their cars. American car washes would lose business if this trend started. Fast Food was build on drive through's and in car dining in the US. After all, marketing and branding is about the customer. Not about the company. Without customers feeling like they accept brand and believe in its approach the company either be forced into mediocrity with an ultimate demise on the horizon or product is a commodity. 
