I saw a terrific example of why branding works on my recent vacation in Australia. Burger King is named Hungry Jack’s there. When BK decided to establish franchises in Australia, the name Burger King had already been taken by another takeout place. The Australian franchisee chose the name Hungry Jack’s, but used the same logo, color and graphics for which Burger King is known in the United States. When I first saw a Hungry Jack’s sign, I didn’t even notice that the name was different; I just recognized the familiar appearance. The logo, color and graphics immediately read Burger King, promising and delivering the same reliable meal as in the U.S.
And that’s the heart of branding: making a promise and reliably delivering on it.