Brands & Branding and Private Labels Case Study

Burger King: Revitalizing the Brand

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Abstract:
The Burger King brand took a severe beating in recent years owing to frequently changing advertising campaigns, new product failures and positioning strategies of the company. In addition, the growing health consciousness, outbreak of foot-and-mouth disease and anti-obesity campaigns also had their impact on the company. To revitalise its brand, the second largest burger chain in the US initiated a number of steps from improving the interiors to new advertising campaigns and improving the franchisee relationships.

Pedagogical Objectives:

• To discuss the rebranding efforts of Bradley Blum who took over as the CEO of Burger King in 2003
• To discuss the brand management practices at Burger King.

Keywords : Burger King, Interbrand brand survey, Brand repositioning, Brand revival, Brands & Branding Case Study, McDonald's, Whopper sandwich, Franchisee relationships, Drive-thru concepts, Advertising campaigns of Burger King, Diageo plc, Price wars, Viral marketing, Rebranding, Brad Blum