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.

Burger King brand logo

Brand Overview

Category

  • Food Service
  • Fast Food

Business Type

Physical Products

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

Burger King hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Get rewarded like Royalty
 
Subheadline
Join Royal Perks to earn Crowns, redeem for BK® food and upsize a side or drink for free daily.
 
CTA
Join Now

Benefit or Feature Focus

Benefit

Tone of Voice

Keywords
Friendly, Cheerful, Funny
 
Dimensions
Funny (+2) <> Serious
Casual (+2) <> Formal
Irreverent (+2) <> Respectful
Enthusiastic (+2) <> Matter of Fact

Aspirational

Affiliation / Belonging

Element of Value Affiliation / Belonging

Emotional

Nostalgia

Element of Value Nostalgia

Functional

Saves Time

Element of Value Saves Time

Sensory Appeal

Element of Value Sensory Appeal

Reduces Cost

Element of Value 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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