Final answer:
McDonald's and Coca-Cola have concentrated on advertising and marketing to build their global brand franchises, ensuring product consistency and leveraging the power of a strong brand to ward off competition.
Step-by-step explanation:
McDonald's and Coca-Cola have focused on advertising and marketing, among other strategies, to create global brand franchises. These companies have had to attain a minimum size to spend adequately on marketing efforts and create a recognizable brand name. The establishment of a strong brand acts as a deterrence to competition, as can be seen with Coca-Cola, where even with the simple technology of producing fizzy drinks, competing against such a massive promotional budget and brand recognition is a daunting task.
Additionally, these brands have managed to provide a consistent product globally which has protected their brand from the variance that might be introduced by sales staff with different agendas. Product quality and customer service are also important, but the core of their global strategy relies heavily on their marketing endeavors. In this context, McDonald's and Coca-Cola’s achievements in creating global brand franchises can be largely attributed to their massive marketing strategies coupled with maintaining consistent quality and service worldwide.