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Wednesday 05th of November 2008 09:05:55 PM

The USA Burger King Corp. mascot is a cartoon character King who is recognized by millions of people. The King is used in all of its current promotions around the world with recent commercials showing the King offering great deals to consumers. Recently, the Burger King company agreed to let the Broad Street Licensing Group broker the King icon to a variety of companies producing everything from food to clothes. The King will now appear on promotional clothing such as t-shirts and sleepwear. There will also be lottery tickets sold which offer instant rewards.

The Burger King Corp. President, Russ Klein, said, “Through our licensing relationships, Burger King Corp. has the opportunity to reach our audience through new channels. Through our licensees, BURGER KING branded apparel and snack products, provide our customers with new ways to interact and connect with the brand.” The interaction will come through the licensed lottery tickets for example.

The printed t-shirts with the King logo were licensed to Mad Engine. The logo sleepwear will be made by Exquisite Apparel. The clothing will be sold throughout the US in various department stores and by smaller clothing retailers. There are also licensing agreements for the King logo to appear on snack chips and greeting cards.

The wide number of licensing arrangements are intended to increase the brand awareness of Burger King. The company wants the King icon to be instantly recognizable. With the declining economy, there is a great marketing opportunity to promote the lower priced fare offered by Burger King.

The Broad Street Licensing Group offers specialized licensing services dedicated to improving brand awareness. The company provides expert licensing services where the intent is to promote the brand image. The number of licenses the Burger King Corp. has established will continue to grow as marketing efforts are expanded.

(c ) Image by Val Lyashov, www.sxc.hu/

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