Brand Analysis PDF

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BRAND ANALYSIS (25%) Discuss on the brand elements and support with evidence (affix evidence). Explain the brand criteria for brand elements and evaluate if each brand criteria are met. Give reasons if the brand criteria are unable to be met. Element & Criteria table Criterion/Brand elements

Brand Name

URL

Logos & Symbol s

Character s

Slogans Jingle s

Packagin g

Memorability

Yes

Yes

Yes

Yes

Yes

N/A

Yes

Meaningfulnes s

Yes

Yes

Yes

Yes

Yes

N/A

Yes

Likeability

Yes

Yes

Yes

Yes

Yes

N/A

Yes

Transferability

Yes

Yes

Yes

Yes

Difficult

N/A

Yes

Adaptability

Difficult Difficult

Yes

Yes

Yes

N/A

Yes

Protectability

Limited

Yes

Yes

Difficult

N/A

Yes

Yes

https://mycourses.aalto.fi/pluginfile.php/605486/mod_resource/content/1/Chapter %204_GE_Fin_Students.pdf Brand elements are also called brand identities. These are the tools capable of trademarking, which define and classify the brand. Brand names, URLs, icons, images, characters, voices, slogans, jingle packs, and signage are the most significant brand elements (Keller, 2003). It is possible to select brand elements both to raise awareness of the brand and to encourage the creation of solid, favourable and specific brand groups (Keller, 2003). ("View of Brand Elements Lead to Brand Equity: Differentiate or Die", 2020) https://ojs.amhinternational.com/index.php/imbr/article/view/983/983

For example, the modernized Colonel logo was crafted to have a powerful influence on packaging, Media, signage, etc. The logo now creates a visual impact much more strongly on each media, including 1-color applications with a less popular previous logo. The new logo has also been modified to maximize the effect of contemporary and revamped restaurant designs in all the markets worldwide. This collides effectively with the new branding, which makes business delivery plans cost-effective. The concept revitalizes a revered symbol, stimulating the KFC brand. Ratnacahayarina.files.wordpress.com. (2020). https://ratnacahayarina.files.wordpress.com/2014/03/kfc.pdf http://brand-strategies-guide.blogspot.com/2013/11/how-to-choose-branding-elementsto.html How do the brand criteria for brand elements are met is, there are 6 essential parameters to pick the label elements which is memorability, meaningfulness, likability, transferability, adaptability and protectability? (Sengupta et al., 2020) Brand elements should be recognizable and identifiable in order to create brand value, easy to identify and easy to remember. Second, in order to express the concise or convincing content, brand elements need to have meaning. If the consumer can recognize the correct product category as well as whether the brand item in this product category is credible implies it. The descriptive dimension is, therefore, a determinant of brand recognition and salience. In this sense convincing means a determinant of the identity and positioning of a brand. This is the basic details about the brand's particular core characteristics and benefits. Brand Name 

Having been famous through at least 3 generations in a family since 1952, KFC is still highly preferred when the word “fast food” comes to customer’s mind. This indicates that KFC has successfully met the 3 criteria of the brand's elements which is memorability, meaningfulness and likeability. KFC acquired the transferability because it has expanded from the US to all the world through franchise strategy, which most of them are very successful. As the word “K-F-C” is short and easy to say, it makes the customers like and remember it easily. Moreover, it got the meaning behind which stands for Kentucky Fried Chicken and this somehow satisfies the customer’s doubt of what KFC is.

Brand URL 

The brand URL of KFC in Malaysia is www.kfc.com.my, using the brand name itself KFC in the URL and the “my” stands for Malaysia. Customers can easily remember because it is simple and short. The URL is meaningful as it uses its own brand name so when the customers see this URL they will know it is representing KFC. This URL is transferable as it doesn’t fix to any single outlets in Malaysia, customers could access all the information of all the outlets within Malaysia with just one URL. KFC is a multi-international company with a long history since1952, so they have built a strong internet protection to protect its website to prevent fraud and loss of information to third parties. The URL has met the criteria of likeability as it is simple, easy to read and memorise which will make people like it.

Brand Logo & Symbol 

The logo is the combination of wordmark and conceptual mark, which the face of the founder Colonel Harland Sanders is attached beside the word KFC. By keeping the same character through years, it shapes that image in the customer's mind with the history of the brand and it helps them to easily distinguish with other fast food brands. This update was created to include new, customized artwork and guidance for international locations.

Brand Characters 

Characters are a perfect way to boost the brand identity, because characters serve as a distinctive brand icon while adopting a more human-like aspect. Characters may be implemented by marketing activities, and can significantly improve the brand's advertisement activities. It is a perfect way to connect more directly with children and families because characters are often an example of an enjoyable and cartoonist portrayal of the company's goods and may therefore create a enduring image of the company in the minds of its clients. For example, KFC creates a vibrant and rather cartoonist character with a centrality that Colonel Sanders creates to connect more to the goods of the company. Brand character can be defined as the collection of human attributes and brand-related characteristics that give it a unique personality and reputation on the market and in the minds of consumers. When the term "fast food" comes to the mind of the consumer, KFC is still strongly preferred. This indicates that KFC has effectively fulfilled the brand's elements criterion that is memorability, meaningfulness, likeability, transferability, adaptability and protectability.

Brand Slogan 

The branding slogan is a specific collection of words or a short sentence that a company uses to hold its company and goods in memory of customers. Not only does KFC make a successful branding slogan stick in a customer's mind but it also invokes a mood and builds a bond with the buyer. This means that KFC has met the criteria of the elements of the company, which is memorability, meaningfulness, likeability, adaptability.

Brand Jingle 

Musical brand-written letters. Have catchy hooks and choruses that are forever etched in listeners' minds. Raising brand recognition by cleverly and amusingly repeating the brand name. For example, whenever we hear the KFC, the first

thing that comes to our mind that it’s ‘’Finger licking good’’.



Brand Packaging



Packaging is an essential brand feature that relates to the design and produce of containers or wrappers for an item (Croft, 1985, as quoted in Keller, 2003). It is the package for a substance that includes the container's outward appearance including style, colour, form, marking, and materials utilized (Arens, 1996). To meet brand purpose as well as the preferences of customers, all esthetic and practical packaging components must be identified appropriately. https://ojs.amhinternational.com/index.php/imbr/article/view/983/983 Having the company mark or brand name is inevitable so that it is visible and recognizable. For a company it is convenient to identify a mixture of colors or icons. For KFC the Colonel Sanders logo is a must for brand branding in packaging. The KFC Chicken Snacker has multiple unique components inside it. The color comparison between red and white is a striking feature in itself. It contains KFC's "KFC" and Colonel Sanders picture which are licensed trademarks of Kentucky Fried Chicken International Holdings, Inc. USA and used under licence with the term "Chicken Snacker" and the words Crispy, Juicy, Spicy, Crunchy, Delicious and the word KFC replicated 22 times in it including repetition in the logo. A customer who sees the words crispy, spicy, juicy, crunchy and delightful compares that to an impression of mouth watering. A repeat of KFC 22 times in a wrapper has a subconscious influence on the consumer and the consumer unknowingly connects the terms with the brand name KFC crunchy, crispy, salty and good. In fact, KFC is now attracting customers for its Eco conscious jar in which plastic has been substituted for biodegradable pulp. In the 2010 Greener Kit Awards the Eco-friendly packaging was named as a recipient. KFC's shrewd, savvy advertising is the brainchild behind a customer mind game. http://www.apjor.com/downloads/0709201413.pdf...