These slides were part of my 'Branding & Product Management ' final presentation @ IIPM Hyderabad praveenpaul.ibt@gmail.com

1. KFC Branding Strategy
• About KFC
• Brand Strategy
• KFC & Brand
Pyramid
• Summary

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 $.

4. Brand Strategy
Kfc.combrandpositioning

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

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

10. References :
http://www.kfc.co.in/
http://en.wikipedia.org/wiki/KFC
media.wiley.com/product_data/excerpt/98/.../18
41127698.pdf
www.oppapers.com/subjects/kfc-brand-track-
report-page2.html
www.priszm.com/index.php?sub=14&id=3