Burger King is an important member of the fast food industry which has concreted itself as an oligopoly in the North American market. By oligopoly I mean that there are few players in the market, and it is almost impossible to join this market. Within this particular market there is a lot of competition, and often times establishments are located within close proximity of one another.
Due to the fact that most companies offer the same product at relatively similar prices, it is very important that the companies market effectively so they sway consumer opinions. Burger King has recently launched a new set of ads through which they highlight new products that they have created. They have chosen famous icons such as Jay Leno, David Beckham, and Mary J Blige as spokespeople. They each have their own individual commercial, and the commercials will alternate on the air.
Burger King has done well by choosing these well liked celebrities, and I believe they will help sell product. This new strategy of putting a "face" on their brand is something that is new to the fast food market. I believe this could be a turning point in acquiring market share from competitors such as Macdonalds, and Wendys. I know when I saw the commercial on TV I was intrigued by the product, and thought higher of it because of the well known representative.
How important is having a well known face for an organization?
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