{"id":7995,"date":"2017-10-11T09:38:19","date_gmt":"2017-10-11T07:38:19","guid":{"rendered":"http:\/\/www.munich-business-school.de\/insights\/?p=7995"},"modified":"2018-11-15T20:29:40","modified_gmt":"2018-11-15T19:29:40","slug":"burger-king","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/en\/2017\/burger-king\/","title":{"rendered":"\u201cPeople Shall Love This Brand\u201d: Burger King at MBS"},"content":{"rendered":"

On Monday evening, Richard Suwelack, MBA General Management alumnus of MBS and today\u2019s Senior Manager Franchise Performance at Burger King Germany<\/a>, returned to his alma mater to provide MBS students with insights into the Burger King brand.<\/p>\n

On invitation of MBS Professor Dr. Andrea Bookhagen, more than 100 students were eagerly awaiting Richard\u2019s presentation on how the world-famous fast food company had managed to transform its formerly product-focused brand into a \u201cbrand of authenticity of food and people,\u201d as Richard called it.<\/p>\n

\"MBS<\/a><\/p>\n

Richard started his presentation by outlining the \u2013 highly fragmented and competitive \u2013 international fast food market, and describing the challenges of a global business such as Burger King in this environment.<\/p>\n

He then turned to the Burger King brand providing insights into how the company tackled the challenge to turn a once \u201cnot so unique\u201d brand into a meaningful one with a personality, based on the \u201ctriangle of purpose, product and human truth\u201d. Subsequently, Richard gave an overview of the brand values, which constitute Burger King as an honest, authentic, unpretentious, but confident and bold brand as well; a brand of welcoming, big-hearted extroverts and passionate makers, who don\u2019t take life too seriously (\u201cIt\u2019s only burgers,\u201d as Richard pointedly summarized it).<\/p>\n

Proud Whopper, McWhopper and Grilled Dogs<\/h2>\n

Richard also brought along some cases in the form of marketing campaigns, which pinpoint the Burger King brand identity in a compelling manner. Have a look at the clips below! They speak for themselves, and are definitely fun to watch:<\/p>\n