Mar Comm Burger King

Question 1

1) The are four areas which need to be discussed when considering the rebranding exercise in the implementation decision-making process of the overall marcom decision making process:

Mixing Elements

Recourses need to be allocated among the various marketing communication tools that differ for B2B(Businesses selling to other businesses) and B2C(Businesses selling to Consumers), however allocation of recourses has been largely put down to advertising and promotion. There is no exact formula for allocation of these variables due to the fact both of these tools can cover the same or similar objectives however they can be used together more efficiently when combined and used in the correct area according to your situation, the brand life cycle and brand equity.

Creating Messages

The second decision is the creation of messages in the form of advertisements, publicity releases, promotions, package designs and any other form of marcom messages.

Selecting Media

All the messages created and selected in the previous step need to have an instrument which will portray the message to consumers and/or business that have been targeted. This will be in the form of television, radio, highway signage, magazines, internet ect. The idea is to select the most relevant media to your message and which media will most effectively portray the message.

Establishing momentum

Simply developing and advertising message, creating a buzz-generating viral campaign, or releasing publicity is insufficient, this is only the start of creating momentum. The effort put into a campaign needs to be sustained rather than starting a campaign, discontinuing it and restarting at a later stage.

(A.Shimp, 2010)

Question 2

After considering the five personality dimensions I have selected sincerity as the most fitting brand personality for Burger King although it had a more rugged approach in the past appealing to men in their 20s( their mascot being the man with a large plastic head...