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Brand Equity and Measurement Whopper Freakout The case study assignment in this unit will challenge you to apply what you learned in this unit

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Brand Equity and Measurement
Whopper Freakout

The case study assignment in this unit will challenge you to apply what you learned in this unit. Evaluate Burger King’s Whopper Freakout campaign and the influence of customer relationships and customer equity.

You will first read “Case Example: Whopper Freakout” on pp. 90–92 in your textbook.

(If you are curious, feel free to search YouTube for the video created for the Freakout campaign. It is fascinating.)

You will then respond to the following case questions.

1. How did the consumers in the case and video define their relationship with Burger King? Describe how quantitative and qualitative research methods might have been used to determine tangible and intangible attributes of Burger King’s brand equity.

2. Based on this case and video, would you describe Burger King’s customer equity as strong? Explain why, or why not. Also, how would you apply the various lenses through which brand equity is viewed to the Burger King case?

3. How would you rate its potential to appeal to ex-loyalists or new customers?

4. Why did the campaign fail to turn around the brand’s fortunes?

5. How would you approach the Burger King turnaround? If Burger King could grow its brand equity, what positive outcomes could occur for them?

6. Conclusions

 

Your case study response should be at least five pages in length.

Academic work should always be supported with credible sources. Please be sure your submission includes at least three credible sources, including your textbook.

Please use APA formatting and style guidelines (i.e., indentations, spacing, font, citations, and references). Please use section headings and subheadings that align with the assignment questions. This will serve as an outline to ensure you complete all requirements.

 

Textbook

Beverland, M. (2018). Brand management: Co-creating meaningful brands. SAGE.

 

https://vi.vn1lib.org/book/5500105/fe4746