Story brand and story telling about KFC (v.Thai Language)   หนึ่งฤทัย เนียนพลกรัง 1550314411 เลขที่6 ปทิตตา คุณาวุฒิเดชากร 1550315137 เลขที่7 สุทธิดา ชีวินธิติรัตน์ 1550115145 เลขที่8 อุกฤต วิมุกตานนท์ 1550315749 เลขที่10 สราวุธ สืบสำราญ 1550316119 เลขที่11 รัตนาวดี ธรรมประเสริฐ 1560306647 เลขที่18

1. GLOBAL BRAND COMMUNICATION l BDC412
Global Brand Project (Brand story+Storytelling)
˹Öè§Ä·Ñ à¹Õ¹¾Å¡Ãѧ 1550314411 àÅ¢·Õè6
»·ÔµµÒ ¤Ø³ÒÇزÔà´ªÒ¡Ã 1550315137 àÅ¢·Õè7
ÊØ·¸Ô´Ò ªÕÇÔ¹¸ÔµÔÃѵ¹ 1550115145 àÅ¢·Õè8
Íءĵ ÇÔÁØ¡µÒ¹¹· 1550315749 àÅ¢·Õè10
ÊÃÒÇظ Ê׺ÊíÒÃÒÞ 1550316119 àÅ¢·Õè11
Ãѵ¹ÒÇ´Õ ¸ÃÃÁ»ÃÐàÊÃÔ° 1560306647 àÅ¢·Õè18

2. ¼ÙŒ ¾Ñ¹ÎÒÏᏴ ´Õ ᫹à´ÍÏÊ
·‹Ò¹à»š¹¼ÙŒ¤Ô´¤Œ¹ÊÙµÃä¡‹·Í´·ÕèÁÕÃʪҵÔáÅЪ×èÍàÊÕ§ⴋ§´Ñ§ä»·ÑèÇâÅ¡à¡Ô´·ÕèàÁ×ͧàιÃÕèÇÔÅŏ
ÁÅÃÑ°ÍÔ¹à´ÕÂ¹Ò »ÃÐà·ÈÊËÃÑ°ÍàÁÃÔ¡Ò¡‹Í¹·Õè·‹Ò¹¨ÐàÃÔèÁ¸ØáԨÌҹÍÒËÒà ·‹Ò¹ä´Œ¼‹Ò¹§Ò¹
ÁÒ¡ÁÒ äÁ‹Ç‹Ò¨Ð໚¹¡ÒÃà´Ô¹Ã¶ä¿ ¡ÒÃà´Ô¹àÃ×Í¡Åä¿ ¹ÒÂ˹ŒÒ¢Ò»ÃСѹªÕÇÔµ ᵋ´ŒÇ¤ÇÒÁ
ÍصÊÒËÐáÅФÇÒÁÃѡ㹡ÒûÃاÍÒËÒà ·‹Ò¹ä´Œà»´ÃŒÒ¹ÍÒËÒÃáË‹§áá¢Öé¹·Õ軘Á¹éíÒÁѹáË‹§Ë¹Öè§
ã¹àÁ×ͧ¤ÍϺԹ “ÁÅÃѰहµÑê¡¡Õé” à¾×èÍãËŒºÃÔ¡ÒÃá¡‹¼ÙŒ·Õèà´Ô¹·Ò§¼‹Ò¹ä»ÁÒ ¡Ô¨¡ÒÃÌҹÍÒËÒâͧ
·‹Ò¹¡çàÃÔèÁÁÕª×èÍàÊÕ§áÅÐ໚¹·ÕèÃÙŒ¨Ñ¡Í‹ҧ¡ÇŒÒ§¢ÇÒ§¼ÙŒ¾Ñ¹á«¹à´ÍÃÊ ÃÑ¡¡Ò÷íÒÍÒËÒÃáÅЪͺ
·´Åͧ¡ÒûÃاᵋ§ÍÒËÒôŒÇÂà¤Ã×èͧà·Èá»Å¡æ Çѹ˹Ö觷‹Ò¹ä´Œ¼ÊÁà¤Ã×èͧà·ÈµÑÇ·Õè 11 ŧä»
ã¹Ê‹Ç¹¼ÊÁà´ÔÁ¹Ñé¹ áÅз‹Ò¹ä´Œ¡Å‹ÒÇÇ‹Ò “´ŒÇÂʋǹ¼ÊÁ·Ñé§ 11 ª¹Ô´¹Õé ¼Áä´Œ¤Œ¹¾ºä¡‹·Í´·ÕèÍËÍÂ
·ÕèÊØ´à·‹Ò·Õè¼Áà¤Â¡Ô¹ÁÒ” ã¹»‚¾.È. 2495 ¼ÙŒ¾Ñ¹á«¹à´ÍÏÊä´Œ àÃÔèÁ¸ØáԨá¿Ã¹äªÊ´ŒÇÂà§Ô¹Å§·Ø¹
à¾Õ§ 105 àËÃÕÂÞ´ÍÅÅÒÏÊËÃÑ°¸ØáԨ¡ç¢ÂÒµÑÇÍ‹ҧÃÇ´àÃçÇáÅÐàÃÔèÁÁÕª×èÍ (Kentucky Fried
Chicken Corporation) ã¹ÀÒÂËÅѧáºÃ¹´à¤àÍ¿«Õ¶Ù¡«×éÍ¡Ô¨¡ÒÃâ´Â¡ÅØ‹ÁºÃÔÉÑ·PepsiCo «Öè§
䴌ᡸØáԨà¡ÕèÂǡѺÍÒËÒÃÍÍ¡ÁÒ໚¹ ºÃÔÉÑ· TRICON ¡‹Í¹¨Ðà»ÅÕ蹪×èÍÁÒ໚¹ ÂÑÁ!
áºÃ¹´Ê ÍÔ§¤ ã¹»˜¨¨ØºÑ¹
BRAND STORY

3. ¼ÅÔµÀѳ±ááàÃÔèÁ¢Í§à¤àÍ¿«Õ¤×Íä¡‹·Í´·Õè·Í´´ŒÇÂÍسËÀÙÁÔÊÙ§ (pressured frying) »ÃاÃÊ´ŒÇÂÊÙµÃÊÁعä¾ÃáÅÐà¤Ã×èͧà·È 11
ª¹Ô´¢Í§á«¹à´Íʏ ʋǹ¼ÊÁ¢Í§ÊٵùÕé໚¹¤ÇÒÁÅѺ·Ò§¡ÒäŒÒ ä¡‹·Í´ËÒ¡ÁÕ»ÃÔÁÒ³ÁÒ¡¨ÐàÊÔÏ¿ã¹ "¶Ñ§" ·Õè·íÒ¨Ò¡¡ÃдÒÉá¢ç§
«Ö觡ÅÒÂ໚¹ÅѡɳзÕèÃÙŒ¨Ñ¡¡Ñ¹´Õ¢Í§¡Ô¨¡ÒõÑé§áµ‹à»´µÑǤÃÑé§ááâ´ÂÅÙ¡¤ŒÒá¿Ã¹äªÊ¾Õµ ÎÒÏáÁ¹ ã¹»‚ ¤.È. 1957 µÑé§áµ‹µŒ¹
¤ÃÔʵ·ÈÇÃÃÉ 1990 à¤àÍ¿«Õ¢ÂÒÂàÁ¹ÙãËŒÁÕÍ‹ҧÍ×蹹͡¨Ò¡ä¡‹·Í´ ઋ¹ àºÍÏà¡ÍÏ䡋äÁ‹ÁÕ¡Ãд١ áÅÐ᫹´ÇԪ䡋äÁ‹ÁÕ¡Ãд١ª¹Ô´
Ë‹Í´ŒÇÂệ§ ÃÇÁ¶Ö§ÊÅÑ´ áÅÐà¤Ã×èͧà¤Õ§ ઋ¹ à¿Ã¹ª¿ÃÒÂʏ áÅÐâ¤ÅÊÅÍǏ ¢¹ÁËÇÒ¹ áÅйéíÒÍÑ´ÅÁ à¤àÍ¿«Õ໚¹·ÕèÃÙŒ¨Ñ¡´ŒÇÂ
ÊâÅá¡¹Ç‹Ò "finger linking good" µ‹ÍÁÒà»ÅÕè¹໚¹ "Nobody does chicken like KFC" áÅÐ "So Good"

4. BRAND VISION
KFC ËÃ×ͪ×èÍà´ÔÁÇ‹Ò " Kentucky Fried Chicken " ¹Ñé¹à»š¹ÃŒÒ¹ÍÒËÒÿÒʵ¿Ù‡´ËÃ×Í·ÕèÃÙŒ¨Ñ¡¡Ñ¹ã¹ÃŒÒ¹ÍÒËÒèҹ
´‹Ç¹«Öè§ KFC ໚¹ÃŒÒ¹·ÕèÁÕ¢¹Ò´ãËÞ‹·ÕèÊØ´ã¹»ÃÐàÀ·ÍÒËÒÃä¡‹·Í´ ¨ÐÁØ‹§à»‡Ò¾Ñ²¹Òµ¹àͧäÁ‹ãˌ໚¹à¾Õ§ᤋÌҹ¢ÒÂ
ä¡‹·Í´áÅÐà¿Ã¹ª¿ÃÒÂà·‹Ò¹Ñé¹áÅШҡ¡ÒÃÊíÒÃǨ consumer inside ÁÒ¾ºÇ‹Ò Consumer Expectation ÊÙ§¢Öé¹
à¢ÒäÁ‹µŒÍ§¡ÒÃᤋ¤ÇÒÁÃÇ´àÃçÇ ÍËÍÂà·‹Ò¹Ñé¹»ÃÐʺ¡Òó¤×ÍÊÔ觷Õèà¢ÒµŒÍ§¡ÒÃà¾ÔèÁ¢Öé¹·Ø¡Çѹ¹Õé¹Í¡à˹×ͨҡ Brand
as a product as a person áÅŒÇÂѧÃÇÁ¶Ö§ Brand as an experience ÍÕ¡´ŒÇÂ

5. BRAND MISSION
ÇÔÊÑ·Ñȹã¹¡ÒÃ໚¹¼ÙŒ¹íÒ㹡ÒúÃÔ¡ÒôŒÒ¹ÍÒËÒ÷ÕèÃÇÁ¡ÅØ‹Áã¹ÀÙÁÔÀÒ¤ÍÒà«Õ¹¡ÒÃÁͺ¼ÅÔµÀѳ±·ÕèÁդسÀÒ¾·Õè´Õ
àÂÕèÂÁÍ‹ҧÊÁèíÒàÊÁÍáÅкÃÔ¡Ò÷ÕèÁØ‹§à¹Œ¹ãËŒ¤ÇÒÁÊíÒ¤ÑޡѺÅÙ¡¤ŒÒ
ÁØ‹§ÁÑè¹·Õè¨Ð໚¹ÃŒÒ¹ÍÒËÒà ·ÕèÊíÒàÃ稵ÒÁ CHAMPS 100%
C : ÃÑ¡ÉÒ¤ÇÒÁÊÐÍÒ´ä´Œ·ÕèÌҹ¢Í§àÃÒä´ŒµÅÍ´àÇÅÒ
H : àÃÒÁÕ¤ÇÒÁÊØÀÒ¾àµçÁä»´ŒÇÂäÁµÃըԵõÅÍ´àÇÅÒ
A : àÃҨзíÒãËŒÁÑè¹ã¨ä´ŒÇ‹Ò¡ÒÃÊÑ觫×éͨж١¹íÒÁÒ㪌Í‹ҧ¶Ù¡µŒÍ§
M : àÃÒ¡çÂѧÃÑ¡ÉÒÁҵðҹ·Õè´Õ·ÕèÊØ´ã¹ÃŒÒ¹ÍÒËÒÃ
P : ¼ÅÔµÀѳ±¢Í§àÃÒä´ŒÃѺ¡ÒèѴãËŒºÃÔ¡ÒÃ㹤سÀÒ¾ÃдѺÊÙ§ÊØ´
S : ºÃÔ¡ÒâͧàÃÒ àÃÒºÃÔ¡ÒÃ䴌͋ҧÃÇ´àÃçÇ

6. BRAND VALUE
áºÃ¹´ KFC ·Õè¢Öé¹ÁÒ໚¹Íѹ´Ñº 1 áÅÐ໚¹áºÃ¹´·Õè¤Ãͧ㨼ٌºÃÔâÀ¤ä´Œà˹×͡NjҤًᢋ§ÍÕ¡ËÅÒÂÃÒ à¤àÍ¿«ÕࢌÒ㨴ն֧¤ÇÒÁ
µŒÍ§¡Òâͧ¼ÙŒºÃÔâÀ¤ ¨Ö§àÅ×͡㪌¡ÅÂØ·¸´ŒÒ¹ÃÒ¤Ò·Õè໚¹ÁԵáѺÅÙ¡¤ŒÒ Áͺ·Ò§àÅ×Í¡¼ÅÔµÀѳ±·ÕèàËÁÒСѺµÅÒ´ã¹»ÃÐà·È
ઋ¹ àÁ¹ÙªØ´¢ŒÒÇã¹ÃʪҵÔẺä·Â à¹×èͧ¨Ò¡·Ñé§ÃÒ¤Ò»ÃÐËÂÑ´ áÅÐÁդسÀÒ¾ÊÙ§ã¹ÊÒµҢͧ¼ÙŒºÃÔâÀ¤ ·Õ¹ÕéàÃÒÁÒ´ÙÇ‹ÒÍÐä÷Õè·íÒ
ãËŒà¤àÍ¿«Õ¤Ãͧ㨤¹ä·ÂàÃÔèÁ¨Ò¡
•Localize Taste à¤àÍ¿«ÕÁÕàÁ¹ÙËÅÒ¡ËÅÒ·ÕèÃʪҵԶ١»Ò¡¤¹ä·Â áÁŒ¨Ð໚¹áºÃ¹´ÍàÁÃԡѹᵋà¢Ò¤Ô´àÁ¹ÙÍÒËÒõÒÁ
¤ÇÒÁªÍº¢Í§¤¹ä·Â ઋ¹ ¢ŒÒÇÂíÒä¡‹á«‹º ¢ŒÒÇà¢ÕÂÇËÇҹ䡋 ¢ŒÒÇä¡‹¡ÃͺÁйÒÇ«Õé´
•Price ໚¹¡ÅÂØ·¸ËÅÑ¡·Õè·íÒãËŒà¤àÍ¿«Õ´àµÔºâµÍ‹ҧÃÇ´àÃçÇ à¾ÃÒÐÃÒ¤Ò
¢Í§à¤àÍ¿«Õ໚¹ÃÒ¤Ò·Õè¼ÙŒºÃÔâÀ¤Ê‹Ç¹ãËÞ‹ÊÒÁÒö¨‹ÒÂä´Œ ´ŒÇÂÃÒ¤Ò¡ÅÒ§æ
·ÕèäÁ‹ÊÙ§à¡Ô¹ä» ¤Ø³¤‹Ò¢Í§¡ÒõÑé§ÃÒ¤Ò¨Ö§à¡Ô´¢Öé¹
•Accessibility ´ŒÇ¨íҹǹÊÒ¢Ò¡Ç‹Ò 500 áË‹§·Õè¡ÃШÒÂÍÂÙ‹ã¹ 74 ¨Ñ§ËÇÑ´
·ÑèÇ»ÃÐà·È ËÒ¡à´Ô¹à¢ŒÒˌҧä˹ÊѡˌҧáÅŒÇà¡Ô´ÍÂÒ¡¨Ð½Ò¡·ŒÍ§äÇŒ·Õè
à¤àÍ¿«ÕÊÑ¡Á×éÍ¡ç໚¹ÃŒÒ¹·ÕèËÒä´ŒäÁ‹ÂÒ¡

8. BRAND PERSONALITY
¾Ñ¹à͡໚¹ºØ¤ÅÔ¡¢Í§áºÃ¹´à¤àÍ¿«Õ«Öè§ËÁÒ¶֧¤ÇÒÁ·ÐàÂÍ·ÐÂÒ¹áÅÐÁÕ¤ÇÒÁ¾ÂÒÂÒÁ ¼ÙŒ·ÕèÊÌҧáºÃ¹´¤Ô´ÊÙµÃä¡‹
·Í´ KFC ¢Öé¹ÁÒ «Öè§à»š¹ÊÑÞÅѡɳ·Õè໚àÍ¡ÅѡɳáÅꋧºÍ¡¶Ö§¤ÇÒÁ໚¹áºÃ¹´·ÕèÁÕ»ÃÐÇѵԪÕÇÔµ¢Í§ ¼ÙŒ¾Ñ¹ ᫹à´ÍÏÊ
à¤àÍ¿«ÕäÁ‹à¤ÂËÂØ´¾Ñ²¹Ò¢Í§¤ÇÒÁ¤Ô´¢Í§áºÃ¹´ºØ¤ÅÔ¡ÀÒ¾¢Í§à¤àÍ¿«ÕáÊ´§ãËŒàËç¹µ‹Í仹Õé:
I. ͋͹àÂÒǏáÅиÃÃÁªÒµÔ
II. ÃѡʹءáÅЪͺࢌÒÊѧ¤Á
III. 揭
IV. ÊÁÒÏ·
V. ¹Çѵ¡ÃÃÁáÅФÇÒÁ¤Ô´ÊÌҧÊÃä
VI. ÍÂÙ‹¡Ñº»˜¨¨ØºÑ¹
ÊÕá´§ “KFC àÅ×Í¡¨Ø´·Õè¨ÐµŒÍ§à»š¹¨Ø´»Ð·Ð¢Í§ÊÒµÒ໚¹ËÅÑ¡ â´Â੾ÒкÃÔàdz·Ò§à¢ŒÒ âÅâ¡ŒáÅÐà¤Ò¹àµÍÏ ໚¹µŒ¹”
¢³Ð·Õè Secondary Color ¶Ù¡àÅ×͡㪌à¾ÔèÁàµÔÁ ໚¹¡ÅØ‹Áâ·¹ Neutral Color ÍÒ·Ô ÊÕ¤ÃÕÁ ¢ÒÇ áÅйéíÒµÒÅ͋͹ «Ö觨Ð㪌ã¹à¡ŒÒÍÕé
áÅÐⵍкҧʋǹ µÅÍ´¨¹¾×é¹áÅм¹Ñ§ºÒ§¨Ø´ à¾×èÍãËŒºÃÃÂÒ¡ÒȢͧÌҹ´ÙÁÕªÕÇÔµªÕÇÒáÅÐäÁ‹¨íÒਨ¹à¡Ô¹ä» áÅÐà¾×èÍäÁ‹ãËŒÅÙ¡¤ŒÒÁͧ
Ç‹Ò KFC äÁ‹ãª‹ÍÐäÃæ ¡çÊÕá´§ä»ËÁ´·Ø¡ÊÔè§Í‹ҧ

9. GLOBAL BRAND á¤Áà»Þ·ÕèÍÂÙ‹ÀÒÂ㵌ÊâÅ᡹ So Good
ÀҾ¹µÃâ¦É³ÒàÃ×èͧ”¤ÇÒÁ¨ÃÔ§…·Õè¤Ø³äÁ‹à¤Âä´ŒÂÔ¹¨Ò¡
»Ò¡áÁ‹” ¢Í§ KFC (à¤àÍ¿«Õ) ¼Å§Ò¹ÊÌҧÊÃ䏢ͧâÍ¡ÔÅÇÕè
á͹´ àÁà¸ÍÏ »ÃÐà·Èä·Â ¡ÅѺàÅ‹Ò¼‹Ò¹¤ÇÒÁÃÙŒÊÖ¡¢Í§¤Ø³
áÁ‹ ¨Ò¡º·Ê¹·¹Ò·Õèແ´à¼Â µÃ§ä»µÃ§ÁÒ «Ö觤ÇÒÁàËç¹
¢Í§¤Ø³áÁ‹·Ñé§ËÁ´·ÕèࢌÒËÇÁº·ÊÑÁÀÒɳã¹¤ÃÑ駹Õé ¾ºÇ‹Ò Ōǹ
áÅŒÇᵋÁÕàÃ×èͧ·ÕèÍÂÒ¡¨Ð·íÒãËŒ´Õ¡Ç‹Ò¹Õé à¾×èÍ·íÒãËŒÅÙ¡ÁÕ¤ÇÒÁÊØ¢
ÁÒ¡¢Öé¹ ËÃ×ÍÁÕªÕÇÔµ·Õè´Õ¢Ö鹹ѺNjÒ໚¹¡ÒáÃÐà·ÒÐÁØÁËÂÔºàÍÒ
¤ÇÒÁÃÙŒÊÖ¡¢Í§áÁ‹ÁÒ¢ÂÕéã¨ÅÙ¡ÁÒ¡¢Öé¹ à¾ÃÒÐÂÔ觷íÒãËŒÅÙ¡
µÃÐ˹ѡNjÒáÁ‹ÃÑ¡áÅÐËÇѧ´Õ¡ÑºàÃÒᤋä˹ ÊíÒËÃѺá¤Áà»Þ¹Õé
àà¾ÃÒйŒ¹ãËŒà¡Ô´¤ÇÒÁÃÙŒÊÖ¡´Õ¡ÑºáºÃ¹´µÒÁ Tag Line “So
Good” ·Õè KFC 㪌໚¹á¡¹ã¹¡ÒÃÊ×èÍÊÒÃ
https://www.youtube.com/watch?v=w-bPHZ2PTxw

10. KFC ã¹»ÃÐà·È᤹¹Ò´Ò ÍÍ¡á¤Áà»Þ “Memories Bucket” à¾×èÍ©Åͧ KFC ¤ÃºÃͺ 60 »‚ â´Â¡ÒùíҶѧ·ÕèãÊ‹
ä¡‹·Í´ÁÒ·íÒ໚¹à¤Ã×èͧ print ÃÙ»¶‹Ò¨ҡÊÁÒϷ⿹¢Í§¤Ø³àËÁ×͹¡ÅŒÍ§â¾ÅÒÃÍ´àŹФЫÖ觨ش»ÃÐʧ¤¢Í§
á¤Áà»Þ “Memories Bucket” ¹Õé µŒÍ§¡ÒÃÊ×èÍãËŒàÃÒËѹÁÒÊÌҧ»¯ÔÊÑÁ¾Ñ¹¸¡Ñº¤¹Ãͺ¢ŒÒ§¢Í§àÃÒÁÒ¡¢Öé¹ à¾ÃÒÐ
¤ÇÒÁÊÑÁ¾Ñ¹¸·Õèà¡Ô´¨Ò¡¤¹Ãͺ¢ŒÒ§¹Ñé¹ÁÑ¡¨ÐãËŒ¤ÇÒÁÊØ¢ ¤ÇÒÁʹء·ÕèàÃÒäÁ‹ÍÒ¨ËÒËÃ×ÍÊÑÁ¼ÑÊä´Œ¨Ò¡¡ÒáŒÁ˹ŒÒ㪌ÊÁÒÏ·
⿹¡Ñ¹áÅСѹ¹Ñè¹àͧ
https://www.youtube.com/watch?v=4NP8ju1RDkc&hd=1

11. ÍÇ´¹Ñ¡ãª‹äÁ ¹Õèá˹ÐàÍҤ׹! KFC ãËŒ¤¹Ê‹§ÃٻŌÍàÅÕ¹ INSTAGRAM ÅÙ¡¤¹ÃÇÂ㪌¡ÅÂØ·¸â»ÃâÁ·àÁ¹ÙÃÒ¤Ò¶Ù¡¢Í§ KFC
´ŒÇ¡ÒùíÒÀÒ¾¢Í§¡ÅØ‹ÁÅÙ¡¤¹ÃÇ·ÕèªÍºáÊ´§¤ÇÒÁÁÑ觤Ñ觢ͧµ¹¼‹Ò¹ª‹Í§·Ò§ Instagram áÅŒÇáΪá·ç¡
Ç‹Ò #RICHKIDSOFINSTAGRAM (#ÅØ¡¤¹ÃÇ¢ͧig)·Ò§ KFC ¡çàÍÒÀÒ¾¢Í§¾Ç¡à¢ÒÁÒãËŒ¤¹·Õè»ÃÐà·ÈâÃàÁà¹ÕÂ
àÅÕ¹ẺÅѡɳÐáÅж‹ÒÂŧ Instagram áÅеÑé§áΪá·ç¡ #distractiepebaniputini ¶ŒÒá»Å໚¹ä·Â¡ç¤×Í Ê¹Ø¡´ŒÇÂà§Ô¹
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