Graduation Year
2025
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Kelli Burns, Ph.D.
Committee Member
Christopher Noland, Ph.D.
Committee Member
Mildred F. Perreault, Ph.D.
Keywords
Aaker Model, Consumer Behavior, Rebranding, Visual Brand Identity
Abstract
This case study investigates consumer perceptions of rebranding through the lens of visual brand identity (VBI) and brand associations, focusing on Burger King’s recent rebranding. Using the Aaker Model as the theoretical framework, the study analyzes how brand awareness and associations influence consumer responses to visual identity changes. The research involves two focal areas in which comparative study will be applied by: (1) analyzing rebranding awareness by evaluating media coverage of Burger King’s new branding; (2) examining consumer-brand relationships through social media interactions to understand responses to the rebranding and to measure emotional and associative responses to visual elements. Through content analysis as a method, this case study offers a holistic view of Burger King’s rebranding campaign and its impact from the consumer’s perspective after the launch. Beyond qualitative data, quantitative research is also applied to analyze the frequency and mentions of key terms such as nostalgia and appeal within both news media and social media content. The results answer the three research questions, which show how consumers bond with brands through visual identity and associational appeal. The study evaluates the efficacy of rebranding by interpretating consumers’ perceptions, while also understanding how brands can build connections through rebranding efforts attending consumer expectations and preferences in visual communications. The findings highlight the importance of post-campaign evaluation and continuous consumer engagement in rebranding strategies. The study is relevant to the communication and marketing segment, so that brands can be strategic in long-term brand-consumer relationships and use this study as best practices for future research and industry implementation to define key elements to their own businesses when facing visual identity change in decision-making attitudes, such as rebranding.
Scholar Commons Citation
de Ungaro dos Santos, Andressa, "The Impact of Visual Brand Identity on Consumer Response in Rebranding: A Case Study of Burger King" (2025). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/10941
