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Rebranding Popeyes Louisiana Kitchen : A Modern Renaissance / Bradley W. Brooks, Steven M. Cox.
- Format:
- Book
- Author/Creator:
- Brooks, Bradley W., author.
- Cox, Steven M., author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Risk management.
- Physical Description:
- 1 online resource
- Place of Publication:
- London : Society for Case Research, 2025.
- Summary:
- This descriptive case discusses rebranding strategies in the quick service restaurant (QSR) industry. The case demonstrates Popeyes' brand evolutions during changing customer expectations. As defined by Aaker's (1992) widely used framework, a brand comprises a gestalt of individual brand identity elements. The case uses the evolution of the Popeyes brand to develop a canvas upon which students can evaluate rebranding strategies using Aaker's theories. In so doing, it also provides students the ability to compare the evolution of a consumer brand through two different rebranding approaches over a decade apart. This case study is well suited for undergraduate and graduate courses in Marketing Management, Branding, and Consumer Behavior.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 9781071980736
- 1071980734
- OCLC:
- 1483993758
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