Business Case Studies, Brands & Branding and Private Labels Case Study, Burger King, Brand revival

print page
Tell A Friend

Case Categories

Brands & Branding and Private Labels Case Study

Case Title:

Burger King: Revitalizing the Brand

Publication Year : 2004

Authors: Gayatri. D, T. Phani Madhav

Industry: Retailing


Case Code: BBP0014

Teaching Note: Available

Structured Assignment: Available

Buy This Case StudyOR

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


  • Introduction
  • Burger king – background
  • More troubles for burger king
  • With brad blum the brand revives
  • Rejuvenating distressed franchisees

  • Viral marketing
  • Re-branding burger king
  • Changing Advertisements of Burger King
  • Changing CEOs at Burger King

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap