Rebranding Essay - Building Strong Brands Through Elements, Associations and Equity

Rebranding Essay
1. BRANDING
вЂћВ« Primary Research is essential. Even if it is only anecdotal and informal. You need to determine your core brand (extended values and brand
history/story). It will be important for you to find out what your businesses current customers think of the current brand and where the problems lie.
Time needs to be taken and corners must not be cut. A renaming and rebranding exercise has the potential for a business to lose an incredible amount
of brand equity if all stakeholders are not considered. What Equity has already been build up and what heritage has already been established? It is
important that this is not lost. It could be that the heritage of the business is something that you can leverage your rebranding efforts off. It...show more
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Its crucial that you insure that the name and rebranding efforts do not limit the business in terms of its long term vision. This could involve competing
internationally. You must choose a name that fits all markets or at least have separate subbrands that are designed to compete in specific markets.
вЂћВ« The brand name puts a face on the business, it gives your consumers a point of reference when they think of you. Its important that you
remember that your brand name and branding efforts are just one of thousands that consumers are bombarded with each day. What makes your brand
stand out? Why will they remember you? These questions need to be answered. Does your business name have a story behind it? Its crucial with
rebranding that if your name and logo change that all the cosmetic changes take place, everything from new letterhead, business cards, wed design,
logo, uniforms and fleet design as to not send mix messages to the consumer. Remember your brand is your most valuable asset, it is represented by
your entire business, everything from your advertising, the company cars you drive to the receptionist at the front desk answering the phones. For a
brand to be strong and successful itВЎВ¦s key that everyone in your business has a strong understanding of, and ability to express your businesses
brand positioning and attributes. If you choose to create a new name that has no meaning it will be important to incorporate
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Brand Effect Of Brand On Our Society
Yu (Chloe) Fu
Professor Sarah Hastings
College Writing Research Paper Assignment#1 February 17, 2015
Brand Effect in markets
In these ages, the material consumption became an important part in people's daily life so it is interesting to finding the relationship between brand and
diverse groups in the society. There are some words from the Philip Kotler and Gary Amstronga brand is defined as a "name, term, sign symbol (or a
combination of these) that identifies the maker or seller of the product" (Para. 3). In the past, the meaning of brand refers an inevitable outcome that it
is used to identify different productions in markets. As the word improving, the effect of brand is not simple any more. It means that using brand
effect can bring producers both huge economic and social benefit. In the other words, brand just like Mona Lisa's smile that everyone can feel that is
charming but no one can express it in clear words. However, brand effect shows different factors and consequence among producers, customers and the
whole market.
First, a good brand means that productions have nice quality, high benefit and good reputation. Tracey follows supported that a brand offers the
foundation to increase the sales volume and customers' need. The brand effect can put the commercial opportunity in motion; at the same time, it can
also improve the strength of merchants. For some small merchants who don't have strong business, a good brand effect could bring more customers to
come their

Pricing and Retail Strategy Lucky BrandВ® established in 1990 in Los Angeles California, is an apparel retailer with focus on jeans, casual wear
and accessories. Lucky BrandВ® currently has 251 retail stores, as well as locations in select department stores and is thriving online at
Luckybrand.com. This company operates as an exclusive distributor, a strategy of selling products through one or few retailers in a specific location
(Tanner and Raymond.2014). The retail stores sell exclusively Lucky BrandВ® as does the Luckybrand.com site and within the department stores,
such as Macy's and Nordstrom, they have boutique sections dedicated to this brand exclusively. To maintain this operating model, the company has to
stay relevant through the means by which the product line retail strategy and pricing are managed. This paper will review this strategy, primarily
through technology strategy investments and how Lucky BrandВ® has managed to survive the retail industry for almost thirty years. Pricing and
Retail Strategy Through 27 years in business, Lucky BrandВ® has been through changes in ownership and how they conduct business to keep up with
changing trends in consumer behavior. In 2014 a private equity firm, Leonard, Green & Partners LP bought the company from New York based Fifth
& Pacific Cos. The change in ownership brings this brand back to Los Angeles, where the company originally started. With this change, some changes
in leadership and focus of the company took place.

Building Strong Brands
Building Strong Brands 2010 – 2011 Contents Brand Equity3 Role of brands3 The scope of branding4 Building brand equity5 Choosing brand
elements6 Branding Decision7 Conclusions9 References10 Brand Equity Perhaps the most distinctive skill of professional marketers is their ability to
create, maintain, enhance and protect brands. Branding has become a marketing priority. Successful brands command a price premium and elicit much
loyalty. New brands capture the imagination of consumers and the financial community alike. Marketers of successful twenty–first–century brands
must excel at the strategic brand management process. Strategic brand management involves the design and implementation of marketing...show more
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Second, these differences in response are a result of consumer's knowledge about the brand. Brand knowledge consists of all the thoughts, feelings and
so on that become associated with customers. Third, the differential response by consumers that makes up the brand eequity is reflected in perceptions,
preferences and behavior related to all aspects of the marketing of a brand. Building brand equity Marketers build brand equity by creating the right
brand knowledge structures with the right consumers. This process depends on all brand–related contacts – whether marketer–initiated or not. From a
marketing management perspective, however, there are three main sets of brand equity drivers: 1. The initial choices for the brand elements or
identities making up the brand. 2. The product and service and all accompanying marketing activities and supporting marketing programs. 3. Other
associations indirectly transferred to the brand by linking it to some other entity. Choosing brand elements Brand elements are those trademarkable
devices that serve to identify and differentiate the brand. Most strong brands employ multiple brand elements. Nike has the distinctive "swoosh" logo,
the empowering "Just Do it" slogan, and the mythological "Nike" name based on the winged goddess of victory. Brand elements can be chosen to
build as much brand equity as possible. The test of the brand–building

Branding : Brand And Brand
Branding
Arguably the most important aspect of any business is the brand. Even more than any physical product, the effects of a brand are often the defining
elements of any company. Strong brands across a variety of industries share many of the same qualities. Brand strength can be evaluated by determining
the levels of differentiation, relevance, knowledge, and esteem that a brand commands. All four of these factors build together to form brand equity,
which is the measure of the effect a brand has on customers. Brands with high brand equity have extremely positive ratings in all four areas, and
ultimately shows consumer's perception of the brand. The difficulty of building a brand lies in the fact that brands are driven not by tangible
elements, but simply by consumers' perception of the brand. In order to build a brand with high brand equity, the brand must first be correctly
positioned in the minds of consumers. Brands offer more than just products, they offer experiences and demand loyalty from their customers. Many
businesses fail to reach their potential because they sacrifice the sacred quality of their brand for short term reward. Companies look to squeeze out
profits in any way they can, but in the process they devalue their brand and confuse their CVP. Every decision that a business makes should be looked
at not just in terms of profitability, but also in terms of effect on brand equity.
Effects of Franchising

The Definition of Brand Reputation Essay
Brand reputation encompasses the values supported by national and external force towards a house. It is also significant to see that brand reputation
is built up over a long period of time and if these values are consistently positive the reputation will also be positive (Herbig & Milewicz, 1993). Also
prevalent in the above definitions is the fact that reputation is the values and beliefs entertained by an individual/consumer towards a particular firm.
Furthermore, brand reputation is also made by the flow of data from one user to another, therefore the beliefs that are taken about an organization are
imperative to the firm's report. Therefore, the above definitions all contribute to and explain a facet of brand reputation.
The definition...show more content...
Having a positive brand reputation also ensures high–quality firms will grow and sustain more customers because fewer customers will depart from
high–quality firms and more will arrive actively from word of mouth from other customers (Rogerson, 1983). Houses compete for brand reputation
knowing that the firm with the strongest reputation will probably be able to charge premium prices, attract better applicants, have lower marketing
costs, retain employees, enhance access to capital markets, and attract investors (Fombrun, 1996; Fombrun & Shanley, 1990).
Credibility is a vital to the concept of brand (Herbig & Milewicz, 1993; Milewicz & Herbig, 1994). Credibility is the of an entity's intentions at a
particular moment in time and the trustworthiness, or the degree of confidence in the source actually carrying out its intentions (Milewicz & Herbig,
1994). Finally, credibility is whether the house can be banked on to carry out its intentions. To accomplish credibility for high quality, a company must
first develop a reputation for producing and delivering quality products. Depending on the outcome and consistency of its intentions, credibility will
help train and forge a brand reputation for that particular home.
(Amis, 2003) suggested that reputation is built over time with repeated consistency. Although the concepts from Herbig and Milewicz (1993) and
Milewicz and Herbig

Essay On Brand Awareness
Since Portfolio 1, I have researched further into this topic and discovered additional information in terms of how brand awareness is created
through the use of social media tools. Due to the enormous amount of people who use social media platforms on a daily basis the online tools such
as Facebook analytics and Google analytics, enable businesses to access smaller, specifically defined chunks of these people, who are likely to have
interest in your business or its products, by using both paid and unpaid adverts these tools can help a business to target specific ages, locations, groups
and even gender, thus helping inform these people about the brand and therefore creating brand awareness (0'Flynn, 2012) as cited in (Tsimonis &
...show more content...
By further targeting that customer who liked or visited your website and offering them a discount or showing them a specific promotion.
This has further contributed to my knowledge around this topic, as I now understand that brand awareness is a much wider concept than I first
thought, there are a lot of different aspects that all contribute to creating brand awareness and for a business to incorporate them all is rather difficult,
however being aware of some of these aspects that contribute to brand awareness and attempting to make use of them in your social media marketing
efforts is likely to create more good than harm. Therefore, businesses need to read widely on this topic and choose a few specific techniques they want
to incorporate and that relate to their brand values, rather than attempting them all.
Another interesting piece of research I have gathered since portfolio 1 is by Legorburu & McColl (2014), who believe that brands using social media
need to worry less about the logo, design and sponsorship and instead focus their efforts towards the consumer's overall experience and interaction with
their brand. They suggest that both the customer and the businesses need to

The Importance of Branding to an Organisation
"Branding", is like setting names for products. Nobody would set up in business or launch a new product without giving it a name. Branding is a very
important part of promotion. It can help a business to establish an identity to the product. Furthermore, 'Branding' contributes to the value and financial
viability of businesses, just like their products, fixed assets and input.
Businesses therefore would spend large amounts of money on TV and newspaper advertising campaigns, in order to end up with name that foremost in
everyone's mind. Just think of 'Coca–cola' and 'Pepsi' competition, they both spend an obscene amount of money in promoting their...show more
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From this, it can be seen that the power of branding might even be more important tan the quality or price of your product. In addition, when
competition is global, it may also gain advantages, as branding is a way to distinguish your product from other competitors' products as well as
differentiate yourself and your business from the competition.
Branding is also like the reputation of a company, which also effects business' publicity. Often the choice of setting up an industry or a business is often
directly linked to this notion of reputation. As a company has a good reputation, it may attract new customers, which would create ones' demand and '
brand loyalty'. Customers tend to purchase products from companies that have a good reputation. This is because as the firm have a good publicity,
consumers tends to 'trust' their products, hence, consumers will be more willingly in trying their products, which would increases the amount of new
customers for the business. As the business have more new customers, its demand and loyalty would eventually increase. As consumers try the
products, satisfy with its quality, most of them will be used in using the product and are unwilling to change to another brand. The company would also
gain more consumers' recognitions. Thus, such consumers will repeat–purchase the product on a regular basis. This way,

Marketing Plan For A Brand Essay
A brand is a way for customers to identify goods and/or services that a company is providing and helps differentiate them from competitors, and their
experience of the company and the products will reflect their brand equity (Kotler, Bowen, & Makens, 2014; Bailey & Ball, 2006). There are two
definitions of a brand; the first is the product plus definition, where a brand is seen as an identifier for the product (Ambler & Styles, 1996). The
second definition, which more relevant to today's environment is the holistic view, where the brand includes all elements of the marketing mix and is
not solely based on the product (Ambler & Styles, 1996). Keller defines brand equity as "the differential effect that consumer brand knowledge has on
their response to marketing activity" (1999). A brand aims for positive brand equity so that consumers will choose their products/services over the
competition and therefore increase their market share (Kotler et al., 2014; Rangaswamy, Burke, & Oliva, 1992).
Before a brand can be established there needs to be demand for the product, and companies use the marketing mix to influence the demand (Kotler et
al., 2014). The marketing mix consists of product, price, promotion and place (Kotler et al., 2014). Kotler et al. (2014) defines a product as anything
that can be offered to the target market to satisfy a want or need and it can be tangible and intangible.
For brands to stay relevant and maintain their brand position, they need to develop new

The Brand Concept Of Brand Essay
In accordance with assorted definitions of brands, two approaches of defining a brand are derived. The traditional one is a practical view which
articulates a brand as a product identifier, including the source of the product (Aaker, 99 ). According to him, "a brand is a distinguishing name and
/or symbol which intended to identify the goods, services of either one seller or group of sellers and to differentiate those goods or services from those
of competitors". Another approach, as holistic view, presents abrand as more than just the product (Styles & Ambler, 995).
In order to understand the effect that the Brand Identity has on consumers, the consistency of identity with the brand concept has to be emphasized
through the company 's strategic options. This will facilitate the recognition and brand recall by consumers in an environment where there are
multiple competitive options (Sonnier and Ainslie, 20 ). The consistency of the brand concept must stand the test of time, leading to the creation of
an identity. There should be a consistent increase during a prolonged period, the strategies for creating the concept of brand, to keep the connection
between identity and brand image (Chernatony and McDonald, 2003; Kapferer, 997; Keller, 993, 998; Aaker and Joachimsthaler, 2000; Carrilat et.
al., 20 ; Monga and John, 20 0; Batra et. al., 20 0; Janonis et. al., 2007; Fischer et. al., 20 0; Sonnier and Ainslie, 20 ). Thus, as the brand concept is
understood as a name, a

New York City, similar to many other cities throughout the world have begun to resemble an arcade rather than an urban setting for living and working.
The results of marketing communication and brand communication are what makes up this arcade–like setting in many parts of the modern day world.
Marketers create advertisements by evaluating the marketing mix and stakeholder's interest. People cannot get away from the multibillion dollar
advertising world that has been created by persuaders. Immeasurable amounts of brands attempt to sell their message while combatting with other
companies for consumer's attention. The clutter of advertising is inevitable because of the competition's strong desire to take over the market. For this
reason, marketers are on a never ending search for new ideas to keep their brand relevant by persuading people to purchase products and to stay loyal to
the brand.
The advancements in technology require marketers to think outside of the box. In order to gain subtle attention, marketers thought of a genius idea–
the integration between advertisements and entertainment. This integration is a form of business to business market. Victoria's Secret and Bob Dylan
used this new platform to team up to target the heads of consumers. Bob Dylan starred in Victoria's Secret music video advertisements. Bob Dylan was
then associated with the sex appeal of the company which would encourage consumers to buy his CDs in the Victoria Secret stores. This distribution

Branding Strategies Essay
Branding Strategies:
From Creation to Extinction
Outline
I. Introduction
II. Choosing the Brand Name
A. Take a Stand
B. Narrow the Focus
C. Beware of Brand Inflation
D. Expand the Business
III. Advertising the Brand Name
A. Logo Sizes
B. Attention Getting
1. Research
2. Mention the Product
3. Show the Product
4. Show the Name and Logo...show more content...
Branding strategies start with choosing the brand name, advertising the brand name, building the brand, finding the best brand–consumer relationship
for the product, and avoiding brand extinction.
Choosing the Brand Name
Choosing the brand name is not as easy as choosing scrambled or poached eggs with a big slam breakfast at Denny's. It takes critical planning. There
are four steps to follow when choosing the brand name.
First, take a stand. You can't stand for everything and stand for something. So ask yourself, "What does the brand stand for?" (Ries 30) An example is

Coca–Cola. Coca–Cola stands for the first cola, and everything else is an imitation Cola (Ries 30).
Second, Narrow the focus. If someone else was there first, narrow the focus towards another product (Ries30). Packard Bell is an example of this.
They were not the leader in personal computers, so they focused on home computers, and are now the leading home computer brand with about 50
percent of the market (Ries 30).
Third,

Essay On Brand Awareness
Conclusion
There is no doubt that social media has worked for many as a successful marketing tool, no matter who you are, many platforms offer free guidance
and encourage you in creating brand awareness, though analytics, paid averts, design guides, tagging and scheduled posts. However this assistance
can only go so far, and it is your duty to learn how to effectively use these alongside other marketing strategies. Developing a good reputation, utilising
others and supporting engagement with your brand are only a few of these and it would therefore be suggested to possibly select a few of these
techniques rather than do them all half–heartedly. It is important to note that using this research, is merely a guide for retailers to increase...show more
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Furthermore, using social media is a relatively new concept amongst other New Zealand Real Estate companies, we therefore have an advantage to
capture audiences through this technique that our competitors may have little knowledge on or aren't yet using.
Previous decisions and attempts in creating brand awareness through my roll at Real Star Realty have been unsuccessful, and with this updated
knowledge and new insights around the subject, I have a better understanding of why that may have no previously worked and feel that I am now able
to accomplish this task to a better standard and as a result maximise the chances of gaining brand awareness, growing further business and increasing
profits.
From the research and recommendations, I've gathered above, some of the techniques and strategies I would incorporate within my role and the
business would include; looking into the analytics of our most used platforms (Facebook, Instagram and LinkedIn) to determine the time when our
followers are most active and engage with us. This would give us a more accurate outlook on when to post information, rather than assuming they are
active in the popular times before and after work hours as suggested by Jarvis (2017). I would also consider increasing our paid adverts to target more
people and work on the engagement and interaction the brand has with its followers, through enabling direct contact options, posting regularly,
responding fast to any comments or feedback and making

Marketing Strategy Of A New Wine Brand Essay
When introducing a new product or brand to the public a "big picture" must first be established to build a plan that provided step by step guidelines
on the communication plan. Consideration of goals and budget is critical and a strategy built to accomplish goals while being prepared when problems
arise. Ogden and Ogden (2014).
To ensure an effectivemarketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with
various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the
marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a
collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize
effectiveness. CsikГіsovГЎ (2014). This paper will outline an executive summary of a marketing strategy of a new wine brand to a targeted audience
that will incorporate the buyers motivation, psychographics, and demographics. A description of the overall marketing strategy will include
advertising, customer relationship manager and a Public Relations campaign. Finally, a an overall strategy to position the brand against the competition
will be outlined.
Provide an Overview/Executive Summary of the marketing strategy The Executive Summary of the

Brands Essay
Abstract
Some brands have lasted for decades, even centuries. However, there are others which have not. All brands go through their individual life cycles.
Companies continually strive to revive and adapt their brands to the evolving market. Brand managers and their companies primarily determine how
brands adapt to their changing environment. Complacency of brand managers and companies, and the evolving nature of the markets are some of the
factors that determine whether brands stay or become extinct. Therefore, brands cannot be expected to last forever.
Brands today play a number of important roles that improve consumers' lives and enhance the financial value of the firms (Kotler & Keller, 2009, p.
236). A brand is a...show more content...
Brands are launched into the market during their introductory period. Brands face competition from other products of a similar nature during the
growth period. Finally, brands either extend to other products or are constantly updated during the maturity period.
Grocutt (2006) showed that a combination of internal and external environmental factors affect brands. The internal factors include customer
preferences, financial stability of the company and promotional activities. The external factors include political, economic, legal, societal and
environmental developments. Organizations may review their brand positions within the marketplace by understanding these influencing factors.
Additionally, they might need to strengthen, revitalize and reposition their brands to adapt to critical changes, as and when required.
In constantly changing environments, marketers may benefit from carefully monitoring their brand portfolios over time. This may help them identify
their weak brands and kill the unprofitable ones (Kotler & Keller, 2009, p. 262). General Motors could not reposition Oldsmobile to their consumer
groups due to poor brand management (Chevron, 2001). Enron collapsed due to concealment of losses in their annual reports (Singer, 2002).
Coca–Cola withdrew "New Coke" when they realized that their customers were emotionally attached to their century–old formula "Classic Coke"
(Kotler & Keller, p. 286).
However, organizations have also seen their

Personal Brand
(THE HEADER)
TO: Dr. Kamal Ghose, Marketing 201 Human resource manager
FROM: Fatimah Zahra Tengku, Marketing 201 Student
DATE: 19 March 2009
SUBJECT: Fatimah's personal brand statement
(THE OPENING)
The impact of current recession towards potential graduating student is no doubt will be another reason that amplifies the need for a properly branded
university graduate. This memo will have the basic idea of the branding definition, the vital personal information of the writer, and the analysis that will
ultimately lead the point that will have Fatimah's suggested development for her to be standing out in the current highly competitive employment reality.
Brand has always been associated with marketing. Thus brand can...show more content...
Just like any branding process, the basic understanding of the product is extremely important, as this will allow the differentiation of that product with
any potential competitor. Similarly, in term of individual human, the talent, interest, goals, experience and resource can be the parameters for
understanding the product itself. Hence, the next section will explore the parameters in the form of bullet points.
(THE DISCUSSION)
Details the key points and recommendations
Support the ideas that given

(Personally relevant)
Talent
"Brands are also effectively devices for symbolically expressing something to us." Personally, I am good in web designing as well as creating web
flash. I have completed a diploma in business Information system from the Multimedia University of Malaysia. Basically, I have strong it knowledge
as well as crucial computer skills. As a result from properly maintaining my diploma skills, I have managed to apply my knowledge into a number of
corporate websites while at the same time, polishing my skills through the Internet community. Hence even, a single as individual, the best thing to
In addition, I also believe that I am good in Frisbee. It was clear in my personal brand that show I am active, strong and balance in my life.
However, I would like to be able to do well in marketing. It is helpful to market my website not only external market but also those that define the
boundaries

My Favorite Brand Essay
1. Define Brand. What do brands mean to you? What are your favorite brands and why?
Brand is a name, term, sign, symbol, design or the combination of them, intended to identify the goods and services of one seller or group of sellers
and to differentiate them from those of competition.
Brand is something that actually creates some awareness and reputation in the market and in the mind of its consumers.
For example: Khaadi, Gucci, Apple etc.
Brands have special meanings for me. They give me satisfaction, satisfaction of my needs and satisfaction that I haven't waste my money. They help me
in my product selection decisions. Brands are risk reducers too, (financial and functional risks etc.)
Favorite Brands:
Following are my favorite brands:
1.Sony
2....show more content...
Plus, it should preferably be unique, distinctive, and differentiated. A brand name with all these virtues is more prone to be remembered, recalled,
familiarized, and easily comprehended.
With reference to the target brand, the word "GARNIER" sounds easy to pronounce and spell. Although the meaning may not be comprehended by
majority of the customers, the uniqueness of the name brings about more chances of it being recalled consciously or unconsciously by the consumers.
There's no other cosmetic brand that owns a name only vaguely resembling with this. Thus, the brand lies in the memorability criteria.
The name sounds catchy and somewhat aesthetically pleasing, thereby getting more attention amongst consumers. (Likeability)
Since the name isn't specific and meaningful as such, it can be transferred across product categories or extensions to create more exposure and
awareness that are indispensable in achieving brand equity. GARNIER has been producing various kinds of cosmetics, skin natural products like
sunscreens, and shampoos under the same name.

Burger King 's Brand Identity Essay
According to Keller, " the basic premise of the Customer–Based Brand Equity (CBBE) model is that the power of a brand lies in what customers have
learned, felt, seen and heard about the brand over time, " (Keller, 2001). The CBBE can be broken down into a pyramid of the consumer experience
with the brand.
Brand Identity Burger King's brand identity relies heavily on their signature menu item the Whopper and the brand's relation to the fast food giant
McDonald's. According to Burger King, "more than 11 million guests visit BURGER KINGВ® restaurants around the world. And they do so because
our restaurants are known for serving high–quality, great–tasting, and affordable food. Founded in 1954, BURGER KINGВ® is the second largest fast
food hamburger chain in the world. The original HOME OF THE WHOPPERВ®, our commitment to premium ingredients, signature recipes, and
family–friendly dining experiences is what has defined our brand for more than 50 successful years," (About Us, n.d.). The brand identity revolves
around Burger King's commitment to providing high–quality, great–tasting and affordable food focusing on the signature menu item the Whopper.
Brand Meaning Burger King has shifted the focus of their slogan from "Have it Your Way" to " Be Your Way". "Burger King's new brand positioning
is 'Be Your Way' encouraging customers to be themselves. Based on the fact that, because BK burgers are all flame grilled they all come out slightly
different, all individual. All

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