Rebranding for Kfc

Topics: Brand, KFC, Fast food Pages: 5 (1555 words) Published: November 10, 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)

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) ]

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.

A) The brand diamond is used to find out the various services KFC provides to its customers may it be the benefits and attributes. 1) The benefits whether rational or emotional give the customer a feeling of satiety, loyalty and contentment. 2) The attributes include tangible and intangible aspects like the quality and uniqueness, this attributes gives the customer value for money and standard.

B) The brand diamond also helps to populate the Brand pyramid which helps us to know the Brand promise Evaluation: they are marketing their tangible side well and known for wholesome food with prompt service, but as for their intangible side there is no mention of them using the secret 11 herbs and spices recipe to ensure uniqueness and no mention of having 60 years of experience and being pioneers in fried chicken. Model for the brand diamond. (Hajo .R And J. Perrey2009,pg113)

Use of Brand promise:” the Brand Pyramid reflects a simple approach that generates the input used to define the brand promise” [ (Larry light, 2009) ]

Learning and Explanation of the stages of the brand pyramid: What I have learnt from using the brand pyramid. There are five stages in the brand pyramid, the first three stages are qualitative and the other two quantitative. A) The qualitative stages are all interlinked and derived from the brand diamond. We get the feature from the core product; the feature gives rise to the functional benefit. The feature and the functional benefit give emotional benefit. B) The next two stages are quantitative; we have to carry out research in order to find out the fourth stage along with the first three stages. The fifth stage is derived from the research and the fourth stage. RESEARCH METHODOLOGY: the research was conducted on the staff and some of the customer by circulating questionnaires to know what the feel about the brand, what they like, what they dislike. And if they would suggests making any...

Bibliography: (n.d.). Retrieved JUNE 08, 2010, from InvestorWords:
Hajo reisenback, j. p. (2009). POWER BRANDS:Measuring, Making, and Managing Brand Success. WILEY.
KFC corporation. (2010). Retrieved June 08, 2010, from KFC :
Larry light, J. K. (2009). Six Rules for revitalization. UNITED STATES OF AMERICA: Wharton school of publishing.
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