A brand image maintenance was lacking for the organization as observed in the case study. In international expansions, it is necessary for the organization to focus on creating brand image awareness. Consumers would understand the brand based on the brand image awareness that is being created. Where the consumers cannot perceive the brand based on brand image then they face issues as they would misidentify the brand. For instance, the international team felt the need to redesign the existing Jollibee logo and slogan. The bee mascot was there but the rest of the background was changed to reflect an orange shade.
While this was done for ensuring that it was differentiated from other major brands such as KFC and Coca Cola, this could lead to confusions for existing consumers and consumers who want to look up information on Jollibee on other media marketing. The international brand logo was different than the one that was being sold locally. The case study itself identifies how other branding issues also resulted, such as when Jollibee did not use its name in the brand image. This led to consumers associating it with a toy shop or a candy shop.
In searching for a niche market space and in facing other competitors, it is necessary for the company to send a strong a stable brand image out through marketers. This was missing in the case of Jollibee. Customizations should have been carried out only with product and process and not with brand image. The issues were also seen in their expansion to Hong Kong. In this expansion, it was observed that HK was dominated by the brand image of McDonalds, so brand recognition for Jollibee was weaker. Thematic operations to propagate brand image was not successful because HK operational units were smaller and hence were not completely supportive of brand image launch operations.