Marketing Discussion #8 PDF

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Marketing discussion about KFC...

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Marketing Discussion #8 1.)When you think of KFC, what comes to mind? When I think of KFC the first thing that comes to mind is Kentucky Fried Chicken, or just chicken in general as well as the fast food chain. 2.) Why did KFC need a change to its brand personality? Brand personality is characteristics that are associated with the brand name. Fried food was gaining a bad reputation since consumers thought of it as unhealthy since it was fried. Thus they adapted to the concern and changed in order to survive in the industry. 3.) Kentucky Fried Chicken officially changed its brand name to KFC in 1991. What did they Risk in making the change? They risked losing customers and reducing the brand image. Since customers were familiar with Kentucky Fried Chicken, by deciding to change the name they took the risk that some customers might not recognize that KFC is them. 4.) Is KFC a national brand, a private brand, a licensed brand, or a cobrand? KFC is a national brand with 25,000 locations around the world. 5.) Who are KFC’s brand ambassadors? The KFC brand ambassador is Colonel Harland Sanders, he is also the face that promotes KFC....