2. 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.
3. 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.! NOW:
Yum Brands, Inc. is the world's largest
restaurant company in terms of system units
2009 – unveils the grilled chicken Menu 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 $.
5. 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
6. Brand Elements &
Identity System
• Overall look & Feel ( color palette, design
system )
• Brand mark & brand architecture ( Naming
scheme )
• Web home & Secondary pages Competitors
• Brochure concepts
• Signage concepts
• Identity with internal & external customers
7.
8. Emotional Association
KFC exhibits ‘DUALITY’
Functional Association
Consistent brand name
Brand experience
Integrated communication strategy
Ensuring the Brand Experience for Customers
Continuous research about the Brand equity of Competitors
9. Summary
KFC Brand is a differentiating Identity
• Ad campaign
• Logo
Unique
• Spokesperson
• Slogan
Continuously striving to increase the value & appeal
Improving Quality
Optimizing recourses
Sales & Profitability