Burger King Branding Strategy and Marketing Case Study
Analysis and examples of Burger King’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Classic Fast Food Consumers
Primary Need (Job To Be Done)
Eat some traditional, fast comfort food
Brand Visual Identity & Content
Primary Brand Colors
#FF8732
#D62300
Brand Typefaces
- Flame Sans
- Circular
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation / Belonging
Emotional
Nostalgia
Functional
Saves Time
Sensory Appeal
Reduces Cost
Brand Benefits
Benefit #1
Access a food option that I can get quickly and that’s consistent no matter where I am
Benefit #2
Enjoy classic comfort food that I’ve eaten my whole life
Benefit #3
Avoid spending too much money for a quick meal
Competition
Key Competitors
McDonald’s, Wendy’s, Jack In The Box, Carl’s Jr., Chipotle, Arby’s, KFC, In-N-Out, Five Guys, The Habit, Taco Bell, Subway
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