The book "McDonald's Brand Extension Into McCafé" offers a comprehensive case study on McDonald's expansion into the gourmet coffee industry through the McCafé concept in Singapore. It examines the perception of the McDonald's brand in the context of its extension into a new product category and analyzes how consumers perceive the fit between the parent brand and the new category. The authors, Rowena Tan Chu Jie, Olivia Lee Hup Kee, and Shawn Ho Zhi-Wei, highlight key issues, including the perception of the McDonald's brand and the suitability of the McCafé brand name. This analysis is particularly relevant for marketing and branding studies and provides valuable insights into the challenges and opportunities associated with introducing new brands within existing companies.