Rebranding for Kfc

Topics: Brand, KFC, Fast food, Fried chicken / Pages: 5 (1555 words) / Published: Nov 10th, 2010
History of Kentucky Fried Chicken:
In 1930 Harland sanders opened a small restaurant called “Sanders court and Cafe”.
In 1936 was made honorary Kentucky Colonel in recognition of his contribution to the state’s cuisine.
In 1940 the secret recipe of 11 herbs and spices were born.
In 1957 Kentucky fried Chicken used to be sold in buckets.
In1966 The Kentucky Fried Chicken Corporation goes public.
In 2002 the tricon global Restaurant Inc which owned KFC changed its name to YUM! Brands.INC
In 2006 KFC serves customers in over 1 billion dinners in 80 countries worldwide.
(KFC corporation, 2010)

BRANDING AND BRAND DIAMOND:
DEFINITION OF A BRAND:” An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing.”
(InvestorWords)

Branding:” Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful” [ (PHILIP, 2006) ]

APPLICATION OF BRAND DIAMOND FOR KFC:
To help us research key elements of KFC’s brand offer, we must first classify and reflect the brand dimension for KFC. To do this we have to use the brand diamond by Hajo Riesenbeck and Jesko Perrey.
It includes the diamond divided into two halves benefits and attributes. The benefits include emotional and rational benefit and the rational side includes tangible and intangible elements. a) Under the tangible side: the rational benefits offered are moderately priced convenient food and fast counter service and the tangible elements are freshly cooked chicken varieties and contemporary fast food restaurant. b) Under the intangible side: the emotional benefits offered are soul food and premium product and in the intangible benefits are fried chicken secret recipe and over 60 years of heritage and reputation.



Bibliography: (n.d.). Retrieved JUNE 08, 2010, from InvestorWords: http://www.investorwords.com/568/brand.html Hajo reisenback, j. p. (2009). POWER BRANDS:Measuring, Making, and Managing Brand Success. WILEY. KFC corporation. (2010). Retrieved June 08, 2010, from KFC : http://www.kfc.com/about/history.asp Larry light, J. K. (2009). Six Rules for revitalization. UNITED STATES OF AMERICA: Wharton school of publishing. PHILIP, K. (2006). B2B BRAND MANAGEMENT. GERMANY: SPRINGER.

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