As always, there is no clear-cut black or white. At McDonald’s, however, I would definitely be at name=McDonald’s brand=McDonald’s brand:wikidata=Q…

There may be a difference between the name and the brand, e.g. if the place name or owner is added to the name. Since this is not the case with the fast food chain mentioned, there is actually no reason to duplicate it. However, the Wikidata value does not refer to one branch but to all branches, so brand:wikidata would be more correct.