Marketing Currents - Business and Marketing Current Events

Burger King Unveils First Complete Rebrand in Over 20 Years


Burger King is kicking off 2021 with its first complete rebrand in more than two decades. The company on Thursday morning revealed a new visual design that will thread throughout all touchpoints of the guest experience.

Burger King said the modern look “will more authentically represent Burger King values,” and is inspired by “real and delicious food.”

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Discussion Questions:

  1. What is a brand?
  2. What is branding?
  3. What is rebranding?
  4. Why do you think a logo might be an important piece of the branding process?
  5. Why do you think Burger King introduced a new logo?
  6. According to this story, what else did Burger King do as part of this rebrand?
  7. What message do you think Burger King is sending consumers with the new logo?
  8. Why do you think Burger King waiting twenty years to rebrand again?
  9. Do you think there are any risks associated with rebranding?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.