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Brand Building under Zero-based Budgeting\u003C\/span\u003E\n\u003C\/h1\u003E\n            \u003Cdiv class=\u0022row casestudy-fields-block\u0022\u003E\n\n              \u003Cdiv class=\u0022col-lg-4 col-md-4 col-sm-6 col-xs-6 col-6 casestudy-field\u0022\u003E\n                \u003Cspan class=\u0022green-june-text\u0022\u003EBy \u003C\/span\u003E\n                  \u003Cspan class=\u0022green-october-text\u0022\u003E\n                    \n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/pierre-chandon\u0022 hreflang=\u0022en\u0022\u003EPierre Chandon\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/laura-heely\u0022 hreflang=\u0022en\u0022\u003ELaura Heely\u003C\/a\u003E,\u0026nbsp;\u003C\/span\u003E\n  \u003Cspan class=\u0022field--item author-name-item\u0022\u003E\u003Ca href=\u0022\/author\/fernando-machado\u0022 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id=\u0022sortable_tab\u0022 role=\u0022tablist\u0022\u003E\n                \u003Cli class=\u0022active nav-item\u0022\u003E\u003Ca data-bs-target=\u0022#home\u0022 data-bs-toggle=\u0022tab\u0022 href=\u0022#home\u0022 class=\u0022nav-link active\u0022\u003EHome\u003C\/a\u003E\u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022https:\/\/publishing.insead.edu\/ajax\/microsite\/47576\u0022 class=\u0022use-ajax nav-link\u0022 data-bs-target=\u0022#microsite-47576\u0022 data-bs-toggle=\u0022tabajax\u0022\u003EInterviews with Top Management Team\u003C\/a\u003E\n                  \u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022https:\/\/publishing.insead.edu\/ajax\/microsite\/52951\u0022 class=\u0022use-ajax nav-link\u0022 data-bs-target=\u0022#microsite-52951\u0022 data-bs-toggle=\u0022tabajax\u0022\u003EKey Burger King TVCs\u003C\/a\u003E\n                  \u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022https:\/\/publishing.insead.edu\/ajax\/microsite\/52956\u0022 class=\u0022use-ajax nav-link\u0022 data-bs-target=\u0022#microsite-52956\u0022 data-bs-toggle=\u0022tabajax\u0022\u003ETVCs from Competitors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022\/ajax\/microsite\/41986\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EFour 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\u2019s young CEO and his team make the brand cool again, on a tight budget?\u003C\/p\u003E\n\u003Cp\u003EDrawing on data from a brand audit, your first task is to define the brand\u2019s 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.\u003C\/p\u003E\n\u003Cdiv style=\u0022text-align:center;\u0022\u003E\n\u003Cp\u003E\u003Cem\u003E\u003Cstrong\u003ECEO Daniel Schwartz\u003C\/strong\u003E\u003C\/em\u003E\u003C\/p\u003E\n\u003Ciframe id=\u0022kaltura_player\u0022 src=\u0022https:\/\/cdnapisec.kaltura.com\/p\/2296822\/sp\/229682200\/embedIframeJs\/uiconf_id\/39810392\/partner_id\/2296822?iframeembed=true\u0026amp;playerId=kaltura_player\u0026amp;entry_id=1_5rh1umnr\u0026amp;flashvars[streamerType]=auto\u0026amp;flashvars[localizationCode]=en\u0026amp;flashvars[leadWithHTML5]=true\u0026amp;flashvars[sideBarContainer.plugin]=true\u0026amp;flashvars[sideBarContainer.position]=left\u0026amp;flashvars[sideBarContainer.clickToClose]=true\u0026amp;flashvars[chapters.plugin]=true\u0026amp;flashvars[chapters.layout]=vertical\u0026amp;flashvars[chapters.thumbnailRotator]=false\u0026amp;flashvars[streamSelector.plugin]=true\u0026amp;flashvars[EmbedPlayer.SpinnerTarget]=videoHolder\u0026amp;flashvars[dualScreen.plugin]=true\u0026amp;flashvars[hotspots.plugin]=1\u0026amp;flashvars[Kaltura.addCrossoriginToIframe]=true\u0026amp;\u0026amp;wid=1_mwk3oct5\u0022 width=\u0022512\u0022 height=\u0022322\u0022 allowfullscreen webkitallowfullscreen mozallowfullscreen allow=\u0022autoplay *; fullscreen *; encrypted-media *\u0022 sandbox=\u0022allow-forms allow-same-origin allow-scripts allow-top-navigation allow-pointer-lock allow-popups allow-modals allow-orientation-lock allow-popups-to-escape-sandbox allow-presentation allow-top-navigation-by-user-activation\u0022 frameborder=\u00220\u0022 title=\u0022Kaltura Player\u0022\u003E\u003C\/iframe\u003E\u003C\/div\u003E\n\u003Cp\u003E\u003Cbr\u003E \u003Cbr\u003E\u003Cbr \/\u003E\nThis case reunites us with Fernando Machado, one of the protagonists of INSEAD\u2019s \u003Ca href=\u0022https:\/\/publishing.insead.edu\/case\/unilever-brazil\u0022\u003EUnilever in Brazil\u003C\/a\u003E case (the CaseCentre\u2019s \u003Ca href=\u0022https:\/\/www.thecasecentre.org\/educators\/aboutus\/40anniversary\/top40cases\/intro\u0026amp;\u0026amp;ueid=top40cases-5\u0022\u003E8th best-selling case\u003C\/a\u003E of the past 40 years). After heading the Dove brand famous for its \u201cCampaign for Real Beauty\u201d, Fernando joined Burger King as the Head of Brand Marketing and is now its Global Chief Marketing Officer.\u003Cbr \/\u003E\n\u003Cbr\u003E\u003C\/p\u003E\n\u003Cdiv style=\u0022text-align:center;\u0022\u003E\n\u003Cp\u003E\u003Cem\u003E\u003Cstrong\u003ECMO Fernando Machado\u003C\/strong\u003E\u003C\/em\u003E\u003C\/p\u003E\n\u003Ciframe id=\u0022kaltura_player\u0022 src=\u0022https:\/\/cdnapisec.kaltura.com\/p\/2296822\/sp\/229682200\/embedIframeJs\/uiconf_id\/39810392\/partner_id\/2296822?iframeembed=true\u0026amp;playerId=kaltura_player\u0026amp;entry_id=1_a0tgvv53\u0026amp;flashvars[streamerType]=auto\u0026amp;flashvars[localizationCode]=en\u0026amp;flashvars[leadWithHTML5]=true\u0026amp;flashvars[sideBarContainer.plugin]=true\u0026amp;flashvars[sideBarContainer.position]=left\u0026amp;flashvars[sideBarContainer.clickToClose]=true\u0026amp;flashvars[chapters.plugin]=true\u0026amp;flashvars[chapters.layout]=vertical\u0026amp;flashvars[chapters.thumbnailRotator]=false\u0026amp;flashvars[streamSelector.plugin]=true\u0026amp;flashvars[EmbedPlayer.SpinnerTarget]=videoHolder\u0026amp;flashvars[dualScreen.plugin]=true\u0026amp;flashvars[hotspots.plugin]=1\u0026amp;flashvars[Kaltura.addCrossoriginToIframe]=true\u0026amp;\u0026amp;wid=1_4lh6v286\u0022 width=\u0022512\u0022 height=\u0022322\u0022 allowfullscreen webkitallowfullscreen mozallowfullscreen allow=\u0022autoplay *; fullscreen *; encrypted-media *\u0022 sandbox=\u0022allow-forms allow-same-origin allow-scripts allow-top-navigation allow-pointer-lock allow-popups allow-modals allow-orientation-lock allow-popups-to-escape-sandbox allow-presentation allow-top-navigation-by-user-activation\u0022 frameborder=\u00220\u0022 title=\u0022Kaltura Player\u0022\u003E\u003C\/iframe\u003E\u003C\/div\u003E\n\u003Cp\u003E\u003Cbr\u003E \u003Cbr\u003E\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThis decision-oriented case touches on key aspects of brand marketing for quick-service restaurants, a category at the intersection of consumer goods and retailing. Instructors have access to uniquely detailed information about process, actions and outcomes in a 29-page teaching note, 20 exclusive video interviews with the management team, a comprehensive slide deck, as well as high-resolution ads and video footage explaining the success of Burger King\u2019s award-winning campaigns (\u201cWhopper Freakout\u201d, \u201cProud Whopper\u201d, \u201cThe McWhopper Proposal\u201d, and \u201cGoogle Home of the Whopper\u201d), which won it \u201cCreative Marketer of 2017\u201d , multiplied the value of the brand by 3.7 since its acquisition, and accelerated the company\u2019s growth.\u003Cbr \/\u003E\nSuitable for undergraduates, graduates, and seasoned executives, the case will fit into an introductory course in marketing management as well as specialized courses in marketing strategy, brand management, consumer behavior, digital marketing, or retailing. It can also be taught in a business strategy course on the impact of private equity ownership, or a finance\/accounting course on the implementation of zero-based budgeting.\u003Cbr \/\u003E\nFor a single session, we suggest instructors make brand positioning an additional pre-discussion reading and focus class discussion on TV advertising, social media, and PR. For a double session, add the brand identity decoding and the positioning decision. With more sessions, the instructor can address design and restaurant image, or dive deeper into each aspect covered.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              food\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              advertising\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              branding\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              digital\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              design\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              packaging\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              social media\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              public relations\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              health\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              private equity\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              zero-based budgeting\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q41718\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-47576\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-52951\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-52956\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-52961\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n                      \u003C\/span\u003E\n          \u003Chr\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Pierre-Chandon-12773_88.jpg\u0022 alt=\u0022Chandon\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/pierre-chandon\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Pierre\u0026nbsp;Chandon\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/laura-heely.jpg\u0022 alt=\u0022Heely\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/laura-heely\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Laura\u0026nbsp;Heely\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  INSEAD MBA\u0026#039; 17J\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/fernando-machado\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Fernando\u0026nbsp;Machado\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  INSEAD MBA\u0026#039; 03D\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]