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


  • Food Service
  • Fast Food

Business Type

Physical Products


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





Brand Typefaces

  • Flame Sans
  • Circular

Hero Content

Burger King hero image

Hero Content Type


Content Features People


Brand Messaging

Key Messages

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

Benefit or Feature Focus


Tone of Voice

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


Affiliation / Belonging

Element of Value Affiliation / Belonging



Element of Value Nostalgia


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


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

Get Help Growing Your Brand

Free Brand & Marketing Workbook

Get immediate access to our 10 page workbook to help you define your Core Purpose, Vision, and Core Values, along with resources for Brand Archetypes, Tone of Voice, Messaging, and more!

Hands-on Brand Strategy Help

Transform your best business thinking into an actionable, shareable, growth-oriented guide. Click below to learn about the Brand Guidebook process.