The First fast food i ate was Hungry Jack. Can't help but to realize the Logo resembles Burger King's. So went to find out more. + LinksHungry Jack was brought in by a Australian franchisee name Jack Cowin. He realized that Burger King had already been trademark by a local small take away shop.
Cowin selected the branding Hungry Jack's, echoing his name and sentiment.
Hmm... However burger King play punk! Wanted Cowin to change his chain of Hungry Jack to Burger King. Cowin refused. As a result, it started a series of fast food chain War. Some of the burger king outlets were very close to hungry Jack.
What's next? Cowin bring his rivals to court and won the case with 75millions into his pockets!
Burger King Australia finally realize that Hungry Jack (30years estb.) has a stronger branding power than them. They exited Australia and sold 51% of the outlet to TPF a company that runs Burger Kings in New Zealand in 2003. In 2005, TPF took the exit and sold their 51% to Cowin.
Morale of the story:
Same kinda of food, possible matching price,similar logo, similar setup .... Still couldn't match the POWER of Branding.
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