This article examines two factors that differentiate between successful and unsuccessful brand extensions: product feature similarity and brand concept consistency. This article seeks to provide a communication strategy for McDonald's to address criticism of environmental change. McDonald's seeks to manage these criticisms by maintaining communication strategies and maintaining its brand image. Besides, the meat-producing process's carbon emission has many negative effects on the environment(Schramade, 2019). Also, large volumes of paper packaging led to deforestation. These criticisms are since McDonald's mostly plastic packaging has many adverse effects on the environment, although McDonald's has tried to reduce plastic use in recent years. Much of this criticism is directed at McDonald as one of the world's largest restaurant chains. The fast-food industry is one of the sectors that has been widely criticized for its role in environmental pollution(McGrath, 2019). Even some businesses are to blame for this situation. Meanwhile, businesses have not been excepted from these effects. Climate change in recent decades has affected many aspects of human life.

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