Fast food chain Lotte is stepping into a new era with a rebranding of their signature burger. The new name, "Burger One," is set to make its debut soon. This rebranding move is seen as a push to revamp the company's food image, as part of a larger growth strategy by the burger giant to attract a broader consumer base through refreshed branding and offerings.

In Japan, Lotteria is a popular fast-food chain that competes with global brands like McDonald's and Burger King. Rebranding decisions, such as renaming an iconic burger, carry significant weight. These marketing moves are often analyzed for their potential impact on brand image, consumer loyalty, and marketplace competition. Given the popularity of Lotteria, such a move is likely to generate a lot of buzz and interest among consumers, especially fast-food enthusiasts.

In the US or EU, rebranding decisions are similarly consequential and are made strategically. A contemporary example is the renaming of Aunt Jemima to "Pearl Milling Company" in an effort to combat racial stereotypes. Like in Japan, consumers often drive the conversation about these changes, indicating their importance in shaping corporate strategies.