Case "Can 3G Capital Make Burger King Cool Again?" and answer the question. 

Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work. Could Daniel Schwartz, Burger King's young CEO and his team make the brand cool again, on a tight budget? Drawing on data from a brand audit, your first task is to define the brand's identity and choose among five positioning ideas. After deciding how to allocate expenses between television, digital and PR, and brand and restaurant redesign, the case takes a deep dive into each component. For the digital and PR components, for example, you have to evaluate eight mock- ups created by DAVID, the agency, and then come up with your own idea, which Burger King will evaluate.

 

Drawing on data from the brand audit, define the brand's identity and choose among five positioning ideas.

Answer rating: 100% (QA)

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