KFC Branding Strategy

• About KFC

• Brand Strategy

• KFC & Brand Pyramid

• Summary

The birth of a Secret recipe

• Mr. Harland Sanders : Insurance sales man, Tyre sales man, gas station operator

• 1930 -‘Sander’s Court & café’ opened @ a gas station in Kentucky, Louisville

•1936 – Governor honors Sanders as Colonel

•1952 – first franchisee unit at Salt lake city, Utah.

•1960 – hard work pays : 196 franchisees in US, 400 franchisees in Canada.

1966 – KFC goes public

1969 – KFC Corp. listed on NYSE

1971 – Heublein INC acquires KFC

1982 – Heublein acquired by RJR Nabisco

1986 – PepsiCo Inc acquires RJR Nabiso, floats

Tricon Global restaurants ( YUM Brands )

2008 – Colonel with a new look.!

2009 – unveils the grilled chicken Menu

NOW:

Yum Brands, Inc. is the world's largest

restaurant company in terms of system units

with nearly 32,500 in more than 100

countries and territories.

Current Market value of the Yum Brands on

the NYSE is 9.7 Billion $.

Brand Strategy

Kfc.com\brandpositioning

Brand Strategy Development

Brand Vision : To be the leading

integrated food services group in the

world based on consistent quality

products and exceptional customer-

focused service.

Mission : To maximize profitability,

improve shareholder value and

deliver sustainable growth year after

year.

Brand Target : Middle class &

Upper middle class customers

Positioning : QSR

Brand Elements &

Identity System

• Overall look & Feel ( color palette, design

system )

• Brand mark & brand architecture ( Naming

scheme )

• Web home & Secondary pages

• Brochure concepts

• Signage concepts

• Identity with internal & external customers

Competitors

KFC exhibits ‘DUALITY’

Emotional Association

Functional Association Consistent brand name

Brand experience

Integrated communication strategy

Ensuring the Brand Experience for Customers

Continuous research about the Brand equity of Competitors

Summary

KFC Brand is a differentiating Identity

• Ad campaign • Logo • Spokesperson • Slogan

Unique

Continuously striving to increase the value & appeal

Improving Quality

Optimizing recourses

Sales & Profitability

References : http://www.kfc.co.in/ http://en.wikipedia.org/wiki/KFC media.wiley.com/product_data/excerpt/98/.../1841127698.pdf www.oppapers.com/subjects/kfc-brand-track-report-page2.html www.priszm.com/index.php?sub=14&id=3