Marketing Currents - Business and Marketing Current Events

Carl’s Jr. & Hardee’s Reveal New Brand Identity


Carl’s Jr. and Hardee’s brands are getting a makeover with a new redesign that is aimed at making the brand “look as good as the food tastes.”

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Discussion Questions:

  1. What is a brand?
  2. What is a brand identity?
  3. Why are brand identities important to companies like Carl’s Jr. and Hardee’s?
  4. What is a logo?
  5. What is rebranding?
  6. Based on information from this news story, describe the Carl’s Jr. and Hardee’s rebrand.
  7. Why do you think Carl’s Jr. and Hardee’s are giving their brands a makeover?
  8. According to this story, what are they hoping to accomplish with the redesign?
  9. What is a marketing campaign?
  10. Why do brands include slogans or taglines in marketing campaigns?
  11. What is the tagline for this marketing campaign?
  12. What do you think they are trying to communicate to consumers through this campaign?
  13. What is promotion?
  14. What is a promotion that Carl’s Jr. and Hardee’s is including as part of this campaign?
  15. If you were a marketing professional working for a consulting firm, what type of promotion would you recommend for Carl’s Jr. and Hardee’s as part of this campaign? Be prepared to discuss your answers in class.
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.