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Creating a Brand Image Using Provocative Marketing (Burger King Case)

Student: Vladislav Kucherenko

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

Due to informational noise and the rapid growth of the emergence of new companies, it becomes more and more difficult to reach the consumer from year to year. Many brands are beginning to use innovative approaches to communication. Including provocation. Such a tool allows you to attract the attention of the audience to the message, increase the likelihood of being recognized, breaking through the information barrier. However, with the attractiveness of this approach, there are risks that can harm the brand, creating a gap in perception between the brand’s vision and the brand image in the eyes of its consumers. Such a gap can ultimately lead to a drop in sales and a loss of market share. The object of research was the brand-provocateur - Burger King, and the subject - the influence of provocative marketing on the brand image of Burger King. The purpose of my research was to measure the consumer perception of the Burger King company (brand image of the Burger King) and compare the perception of the Burger King brand with the officially declared vision of the company. As a theoretical base, various works on branding and positioning are considered, as well as scientific articles in the field of provocation and the influence of this phenomenon on the perception of audience messages. Several methods have been used to accomplish the research goal. In-depth interviews revealed how consumers and non-consumers of the Burger King brand perceive the brand, as well as which associations they use. An analysis of the online survey confirmed the findings from in-depth interviews using SPSS statistical tools. The results of the study contribute to the study of the phenomenon of provocation, as well as formulate practical recommendations on the use of such a tool and minimize risks for the brand.

Full text (added May 21, 2020)

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