EXECUTIVE SUMMARY

Rebranding is a common strategy used by companies to refresh their image, attract new
customers, and maintain customer loyalty. This study examines the impact of rebranding on
customer loyalty in Burger King, a fast-food chain that has undergone several rebranding efforts
over the years.

To conduct this study, a survey was administered to Burger King customers who have
experienced the brand's most recent rebranding effort. The survey collected data on customer
loyalty, including customer satisfaction, brand recognition, and willingness to return to Burger
King in the future.

The results of the study indicate that the rebranding effort had a positive impact on
customer loyalty. Customers reported higher levels of satisfaction with the brand, increased
brand recognition, and a higher likelihood of returning to Burger King in the future.

The study also found that the rebranding effort had the greatest impact on younger
customers and those who visit fast-food chains frequently. These customers were more likely to
notice and appreciate the changes made to the brand, and were more likely to become loyal
customers as a result.

Overall, this study suggests that rebranding can have a positive impact on customer
loyalty, particularly among younger customers and frequent visitors to fast-food chains.
Companies considering a rebranding effort should carefully consider their target audience and
tailor their strategy accordingly to maximize the impact on customer loyalty.