Brand Management Strategies of Burger King: A Comprehensive Analysis

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Brand management 1
Brand management

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Table of Contents
Introduction.................................................................................................................................................3
Overview of organization............................................................................................................................4
LO1.How a brand is developed and managed over time..............................................................................4
P1Importance of branding and how it has emerged in business practice.....................................................4
M1.How brands are managed effectively using theories, concepts and models...........................................5
P2.Evaluate the key components of a successful brand strategy for building and handling brand equity....7
M2.Examples in the context of organization...............................................................................................8
LO2.How brands are formulated in portfolios.............................................................................................9
P3. Different strategies of portfolio management, brand hierarchy and brand equity management.............9
M3.Analyze portfolio management, brand hierarchies and brand equity using models, theories and
frameworks................................................................................................................................................11
.................................................................................................................................................................. 12
.................................................................................................................................................................. 12
.................................................................................................................................................................. 12
LO3.How brands are extended over time domestically and internationally...............................................12
P4.How brands are handled collaboratively and partnership both at a national and domestic level...........12
M4. Use of different techniques to leverage and explore brands...............................................................14
LO4. Techniques for managing and analyzing brand value over time.......................................................15
P5 and M5.The different types of techniques for handling and managing brand value using examples and
its application............................................................................................................................................15
D1.Critical evaluation that is supported by justified evidence demonstrating an inclusive understanding of
branding within the organization...............................................................................................................18
Conclusion.................................................................................................................................................19
References.................................................................................................................................................20

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Introduction
The primary aim of this task is to discuss and outline the significance of branding and the paper
will also outline how branding has emerged in business practice globally. The paper also will
demonstrate ample of information about the key components of a successful and effective brand
strategy for developing and enhancing brand equity. Brief information about the theories, models
and frameworks of branding will also be discussed and outlined in the task effectively.
The paper also will explain how brands are organized in portfolios and how brand hierarchies are
developed and handled efficiently and dynamically. Furthermore, the paper would highlight how
brands are extended over time at domestic and international level as well. Various examples
related to Burger King in the context of branding will be elaborated in the task. Burger King
which is one of the biggest food brands has been taken in the task for aiming to explain the role
of branding.

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Overview of organization
Burger King is an American biggest Hamburger fast food restaurant chain which was
incorporated in 1953. There are approx. 11million guests who visit at Burger King Restaurants
across the globe. The company is committed to provide delicious food products to the
customers around the world. The firm has different food brands including Hamburgers, Soft
drinks, French fries, milkshakes, desserts and chicken.
LO1.How a brand is developed and managed over time
P1Importance of branding and how it has emerged in business practice
Marketing may be defined as a practice or process in which a firm creates a name, design or
symbol that is needed recognizable as belonging to the firm. This helps to analyze and identify
a product and services in the competitive market. Branding is significant and critical to a
business just because of the overall impact it makes on Burger King. Along with that, branding
may change how people percept brand, it can carry out new business and maximize brand
awareness (Smithson, 2019).
The most significant reason branding is unique and dynamic to a business is just because it is
how a firm gets identification and becomes known to the customers. The logo is the most
dynamic and unique factor of branding, especially where this element is concerned, as it is
needed the face of the firm. This is why a professional an attractive logo design shall be
powerful and efficient, making an impression on individual at first glance (Tiago and
Veríssimo, 2014).
Branding is important because it helps in generating more revenue and profitability by
providing the firm more leverage in the industry. Branding further helps in making new
customers in the global market because of the understanding and assumed dependability of

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optimizing a name they can faith. Once a brand has been set up, the company will be most
effective and unique in the international market. A professional presence and well planned
branding would support the firm develop trust with clients, consumers and customers. Having a
branded office or branding, which may often help the workers feel more motivated, satisfied
and have a sense of belonging to the firm, can be attained through optimizing promotional and
advertisement platform for desktop. In this way, branding is used as a marketing tool to
promote and enhance the products and services in the global market (Harrington, et al, 2017).
It is worth noted that branding has emerged in business practice. The company focuses on the
needs, requirements and choices of the customersto use the branding in today’s modern world.
Having a branding approach in place is further way to support scale and increase the business.
To build a dynamic and innovative brand in the business practice, the company needs to take
ownership of brand and maintains open communication with target audience globally.
M1.How brands are managed effectively using theories, concepts and models
Brand are managed and handled successfully and effectively by providing training to the
workers in the global market. Furthermore, the company needs to be transparent with brand
team and the company shall keep pace with shifts in traditional media channels and PR
networks (Monica and Balaş, 2014).
The brand concepts include brand satisfaction, brand awareness, brand attachment, brand image
and brand trust. Additionally, the theories and models of branding include the following:
Corporate branding theory: This theory refers to the practice of enhancing and encouraging
the brand name of a corporate entity, as different to specific and unique products and services.
The thinking and activities that go into corporate branding are quite different from the goods
and services because the scope of a corporate brand is much wider and unique. It is noted that

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brands are managed effectively with the help of this theory because this theory facilitates good
communication between a firm and its customers. This strategy recommends what type of
clients the firm wants to attract and retain (Fetscherin and Usunier, 2012).
Keller’s brand equity model: This model is also known as the customer based brand equity
model. This model is used by the corporation to create and manage the brands effectively and
carefully. The CBBE model or brand equity model is effective and dynamic pyramid which
explains people how to develop and enhance brand equity by evaluating and identifying the
customers and initiating policies and strategies accordingly (Pillai, 2012). By initiating brand
equity pyramid model, brands know and measure which strategies to implement and how to
provide the right experiences and knowledge to their audience so that they create the WOW
element. For example, people love brand like Burger King which highly focused on burger. It
has been done by focusing on the key target audience dynamically (Bhasin, 2019). The four
level of equity brand model entail resonance, brand response, brand meaning and brand
identity. The brand equity model for Burger King has been presented below.

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P2.Evaluate the key components of a successful brand strategy for building and handling
brand equity
The components of a successful and effective brand strategy for developing and handling brand
equity at Burger King are discussed below.
Vision: The vision statement tells the workers and clients about the revenue and returns of the
firm. It also defines the business strategy and core values directly and actively to target
audience. In the context of Burger King, the vision of the firm is to provide good quality of
products at reasonable price. By setting reasonable prices, the company is able to handle and
manage the brand equity globally.
Consistent messaging: Once the company has set the purpose and vision of the business,
Burger King needs to formulate messages which specifically and dynamically communicate
that purpose to the wide range of customers across the world. Steadiness is about the branding
component found in business logos, words and design optimized marketing materials and more.
It is about the positioning statements that form the pieces of immense message engaging
seamlessly together to build and enhance brand voice. Burger King has a different and unique
voice as does Apple. To support and ensure consistency and steadiness, Burger King creates a
style guide which specifically explains not only slogan and logo but also accept color fonts,
tone and schemes (Gensler, et al, 2015).
Extending brand throughout the company: It is examined that Burger King extends the
brand in the international market. For this purpose, effective and dynamic communication is
maintained by the company with workers for aiming to extend the brand.
Emotional connection: It is unique and vital component of brand strategy for handling and
managing brand equity. It will help in making good connection with customers in the global

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market. Some powerful emotional triggers are those which arouse sympathy, provide people a
sense of belonging and make their lives easier. The brand opinion becomes the conduit for
brand story. Thus, emotional connection is maintained by Burger King to increase and enhance
the sale of several products including hamburgers, milkshakes, soft drinks, French fries and
desserts. Emotional connection is maintained by making good and strong relationship with
wide range of customers.
Nurturing loyalty: It is studied that Burger King has focused on the innovative and potential
customers who are between 18 to 34 years old. The company relies on an ad programs and
campaigns to promote and enlarge the brands in the international market (Fakiha, 2019).
It is measured that Burger King uses all these components to handle and develop brand equity
in the global market. It further helps the organization to stand out against the rivalries like
KFC and Pizza Hut.
M2.Examples in the context of organization
The company is trying to manage and handle the brand equity in a hassle free manner. For
example, Burger King uses social media channels to augment and enhance its brand equity in
the competitive market. The organization was further called as an innovator in content driven
marketing and the creative use of social media. Another example is that Burger King focuses
on the older people and children to increase the sale of the food products globally (Mazloom, et
al, 2016).
The firm earlier employed a behavioral segmentation scheme that targeted customer types like
“Hamburger eaters”. In Klein marketing leadership, the firm shifted to a usage based
segmentation scheme and plan. As a result, the company is able to keep an eye on the super
fans. Superfans are those who regular visit on the service restaurants.

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Additionally, BurgerKing has decided to bring back the “Have it Your Way” slogan. This
slogan helps the firm to meet the long term needs of the customers at international level.
Besides this, Burger King explained a rigid code to carefully and effectively control and
manage how the company could be portrayed in public and media as well. The firm verbalized
that Burger King shall always be portrayed as royalty, cannot be speak, should remain creepy,
shall be benevolent and should be escorted with a suitable backup of attractive women for
brand equity.
Burger King has also introduced an unusual website called “The subservient chicken”. This site
was introduced by the company to boost or augment sale for their fried chicken Sandwich. The
main idea behind the subservient chicken campaign or program was not only to explain the new
chicken sandwich in an effective manner, but also to render a direct and innovative connection
to Burger King’s overall concepts of clients “having it their way”.
LO2.How brands are formulated in portfolios
P3. Different strategies of portfolio management, brand hierarchy and brand equity
management
The portfolio management, brand hierarchy and brand equity management strategies are shown
below.
Portfolio management strategies: One of the important portfolio management strategies
include top down approach. This approach is used by Burger King to penetrate the market
internationally. In this strategy, the managers analyze and observe the entire market as a whole
and make decisions about the sectors and industries that are predicted to perform well in the
immense economies of scale. After the decision is made by Burger King, the particular stocks

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are chosen on the basis of firm that is expected to perform well in the global market (Uggla,
2015).
Additionally, Burger King uses efficient market theory which is effective portfolio
management strategy. This strategy relies on the fact that the information that influences the
markets is highly and effectively available and handled by all the investors. Therefore, such
type of information and facts are always considered in assessment of the market prices
(Fetscherin and Usunier, 2012).
Brand hierarchy strategy: A brand hierarchy strategy may be defined as a means of
summarizing the branding strategy by revealing and displaying the number and nature of
common and distinctive brand components around the company’s products, enlightening the
explicit ordering of brand components. Burger King uses this strategy to compete with rivalries
and to offer delicious food products to the customers around the globe (Vallaster
andLindgreen, 2011).
Brand equity strategies: It is unique and vital that brand equity cannot be attained without a
powerful and effective communication strategy. It is investigated that Burger King maintains
open and effective communication with customers while serving them in a hassle free manner.
To maintain open communication with customers, Burger King collects feedback and reviews
in the international market. Collaboration is another strategy that helps in creating marketing
collateral, conducting financial analysis, handling legal matters and resolving technical
questions. Effective and dynamic at Burger King relies on productive teamwork and
association strategy. Collaboration strategy helps in increasing and enhancing trust, loyalty and
faith of the customers (Valette-Florence, et al, 2011).

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M3.Analyze portfolio management, brand hierarchies and brand equity using models,
theories and frameworks
The portfolio management, brand hierarchies and brand equity theories, models and
frameworks are shown below.
Harry Markowitz model portfolio management model: It is one of the fundamental theories
of portfolio management. This model was propounded by Harry Markowitz in 1952. It
evaluates and analyzes several portfolios of a given number of securities and supports in
selection of the effective portfolio. It is stated by GuerardJr, et al (2015), that Markowitz
optimized mathematical programming and statistical research to arrange and manage for best
allocation of assets at the workplace. This model creates portfolios within a reward risk context.
It also helps in creating a dynamic and effective brand portfolio in the global market
(GuerardJr, et al, 2015).
Risk aversion theory: Risk aversion may be defined by Rabin (2013), as an investor’s to
ignore unnecessary risks and challenges. The investor’s motive is to increase and enhance the
profit with the low threat and risk. By using this portfolio management theory, Burger King has
been able to reduce and eliminate the unnecessary threats and challenges in the global market.
Aaker brand equity model: It is one of the important models that help in creating value of a
brand. The concept of a value of a brand is very dynamic and interesting than what it looks like.
This model is developed by David Aaker and his model viewed the brand equity as a mixture
of brand associations, brand awareness and brand trust, which the combines with each other to
render the value offered by a product or service. The five components of brand Aaker brand
equity model entail brand loyalty, brand awareness, perceived quality, brand associations and

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other proprietary. Burger King implements this model to attract and retain wide range of
customers around the globe (Fayrene and Lee, 2011).
Brand Hierarchy of Burger King: The brand hierarchy framework for Burger King has been
drawn below.
LO3.How brands are extended over time domestically and internationally
P4.How brands are handled collaboratively and partnership both at a national and
domestic level
It is worth observed that Burger King, is its follow of expanding and exploring its world
presence and maximizing its profitability, optimizes franchising as its entry method and
technique into international market. BK’s franchising approach relies on the revenue and return
coming from the percentage of sales and franchise fees paid being paid by the license. Along
Burger King
Fast
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Family
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Families
and kidsBurgers
Fast Food
Cleanliness
Charities
Convenience