Rebranding Popeyes Louisiana Kitchen: A Modern Renaissance
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.
Upon successful completion of this case, students should be able to:
1. Identify the objectives for a rebranding strategy.
2. Construct a SWOT analysis for a consumer brand undergoing a rebranding campaign
3. Analyze the evolution of a consumer brand after a rebranding campaign.
4. Apply Aaker’s theories on brand assets and liabilities to a consumer product rebrand.