BRAND AUDIT

Contents
EXECUTIVE SUMMARY......................................................................................................................3
BRAND HISTORY & BACKGROUND.................................................................................................3
Brand Strategy Analysis...........................................................................................................................3
BRAND ARCHITECTURE & PORTFOLIO..........................................................................................4
Brand Hierarchy..................................................................................................................................4
Brand Portfolio........................................................................................................................................5
Wow....................................................................................................................................................5
Cayan Grill..........................................................................................................................................5
KFC Twister........................................................................................................................................5
KFC Rice.............................................................................................................................................5
Brand Vision............................................................................................................................................5
Value........................................................................................................................................................5
Brand Mantra...........................................................................................................................................5
BRAND TARGET MARKET, BRAND points of parity and differences...............................................5
Brand Target............................................................................................................................................5
Brand POD...............................................................................................................................................5
Brand POPs..............................................................................................................................................6
Brand Elements of KFC...........................................................................................................................6
Brand Awareness.................................................................................................................................6
Brand Association................................................................................................................................6
URLs...................................................................................................................................................6
Logos...................................................................................................................................................6
Slogans................................................................................................................................................6
CRITERIA FOR EVALUATING BRAND ELEMENTS........................................................................7
Loyalty Programme..................................................................................................................................8
Brand Competitive Analysis.....................................................................................................................8

EXECUTIVE SUMMARY
Kentucky fried chicken is a fast-food restaurant that is spread across the globe and it has
positioned itself as a very fresh and tasty fried chicken that the customers can get any time at the
same quality whenever they desire to eat chicken. The target customers of KFC are from ages 5
to 50. The chicken products which can be enjoyed in gathering with family.
KFC focuses on creating positive feelings and good memories of its products. Whenever you
think of eating KFC you recall your family, relatives, and friends to enjoy and share the fun of
eating.
KFC’s purpose is to feed the people. Brand Mantra of KFC is FUN, FOLKS and TASTY. The
point of difference of KFC is “CHICKEN”. The brand elements of KFC are memorability,
meaningfulness, likeability, transferability (limited), adaptability across the world.

KFC has created loyal customers because they are chicken lovers and KFC has provided them,
who like to eat chicken instead of burgers. KFC has changed its positioning from Tasty to freshly
prepared, so people have an image that they make fresh food.

BRAND HISTORY & BACKGROUND

KFC, also known as Kentucky Fried Chicken is an American fast-food chain which has
headquartered in Louisville, Kentucky, it is specialized in fried chicken. It is the world's second-
largest fast-food restaurant chain (in sense of sales) after McDonald's, with 22,621 locations
internationally in 136 countries. 
 KFC was created by Colonel Harland Sanders, an entrepreneur, who began to sell fried chicken
from a roadside restaurant in Corbin, Kentucky. KFC made it's chicken popular in the fast-food
industry, which was being dominated by hamburgers. KFC was one of the 1st American fast
food restaurant chains to go internationally, opening franchises in Canada, the United Kingdom,
Jamaica and Mexico by the 1960s.
Sanders later bought a large place to serve all the customers because they were increasing day by
day. In the year 1973 he again expanded the restaurant to facilitate 150 people at a time. He was
very happy that he had made a product which is going successful, at the same time he was
looking for the product improvement and increasing the customer base

Brand Strategy Analysis

KFC goes under the item class of Quick Service Foods.

BRANDFood
ARCHITECTURE & PORTFOLIO
Burger &
& Processed
KFC is using the Branded House which meansFast KFCFood
is the brand andFried KFCare
all the products which
Bervages Food
ChickenKFC Hot Wings, and
created under this brand are the sub-products of KFC like KFC Chicken,
KFC Zingratha.
Brand Hierarchy
Brand Hierarchy of KFC is given underneath.

Brand Portfolio
Wow.
A list of Vegetarian and non-Vegetarian products including some offers like Potato Krisper, and
The Crunchy Chicken and some other products.
Cayan Grill.
Cayan chicken is a wonderful dish in which they marinate in spices and on a hot plate, they are
grilled.
KFC Twister.
Extra Crispy, Freshly prepared, (white meat) chicken strips, served with lettuce and pepper and
tomato, mayo sauce –in a soft, warm tortilla they all are packed together.
KFC Rice.
KFC’s rice meal, includes Arabian rice, chicken fillet which are crispy and served with tomato
sauce.
Brand Vision
In a fast, friendly environment, selling the food that attracts the price-sensitive and health-
minded consumers."
Value
KFC is a global brand and acts as a part of its customer lives, and consists of 750,000 active and
enthusiastic employees. They work together to produce tastier tastes that follow their consumers.
Brand Mantra
Brand mantra communicates that what is the brand about.

BRAND TARGET MARKET

KFC not only target kids, jobs holders, and students but overall consumers from age 5 to 50

Brand POD
1. KFC is very famous for its special CHICKEN products.
2. It’s very different products are (Zingratha and the rice bowl)
3. Blend of "11 herbs and spices" which is a secret.
4. KFC websites having “Calculator for Nutrition” for each of its meal.
Brand POPs
1. Targeting the Children and Youth
2. Positioning itself as “Tasty”
3. Fast food chains globally
4. Beverages and French fries
5. Quality food
6. Website)
7. Online Order
8. Offerings discounts

Brand Equity: Awareness and recognition

 Brand Awareness.
KFC is called Kentucky fried chicken. People use to call it KFC because it is easy to
pronounce. This short name is easy to recall and easy to memorize.

 Brand Association.
KFC is easily recallable and recognized. The name “KFC” is memorized with its product
category that is called Fast Food Restaurants. Brand is associated with friends and family.

 URL
KFC’s URL is: https://www.kfc.com/

 Logo
What “KFC” logo represents is its founder “Harlan Sanders” and it has changed over time.

 Slogan
The slogan of KFC is "Finger-Lickin' Good".
BRAND ELEMENTS of KFC

 Memorable
KFC can easily be recognized and recalled by the “Red color” and its logo “Sanders”
 Likability
The “KFC” puts fun and interest in youngsters by its packaging, i.e. 5 in 1 box, that’s appealing.
 Transferability
Low transferability or limited transferability as it has to add chicken in its every product because
the brand name consists of chicken.
 Adaptability
A new design has been given to KFC which looks to be more attractive and appealing and
relevant.
 Protectability
The slogan of KFC Finger-Lickin' Good and the brand name is trademarked and it is legally
protected globally.

BRAND ENGAGEMENT
 Social media plateforms
On social media, KFC has its public profiles and pages on Instagram, Facebook, YouTube,
Twitter etc.
  Loyalty Programme
KFC is offering many loyalty programs like Colonel's Club Loyalty, Promotions and discounts
gifts and coupons.

Brand Competitive Analysis

The primary competitors are Subway, McDonald, Pizza Hut but they can’t give so much tastier
spicy chicken because they have such kind of methodology which is only made by KFC.
Through updated promotion, KFC beats its competitors.
BRAND RESONANCE PYRAMID
Salience
1. Fast-food chain globally.
2. Recognition by brand elements by customers.
3. They recall and recognize KFC as Chicken Quick Service Restaurant.

Performance
a. Characteristics and Features
• Different product line (Zingratha and rice bowl)
• Different packaging, KFC has a special paper bucket
• Serves Drinks and french fries with Burgers
• Internet access (online orders)
• Home delivery

b. Price
• Low prices than other brands
• Discounts on Wednesday

c. Service
• Quick Service Restaurants.
• Self Service.

Imagery
1. Kids & youth.
2. You want to eat chicken when hungry.
3. Fun moments when spending time with friends

Judgments
1. Good Quality.
2. Better Service.

Feelings
Feel prestigious when eating western food.
Loyalty
Customers are having both behavioral and attitudinal loyalty.

Attachment
Customers remember KFC whenever they want to eat chicken

Engagement
1. Customers who like KFC follow it continuously
2. Customers like to visit social platforms of KFC

Strategic Recommendation

The brand "KFC" have situated from "Tasty" to "Freshly & Crispy". Being a fast-food it
positions itself as freshly fried. The issue is clients need to remain healthy thus, KFC must take
effective measurements to tackle health-related issues. KFC has its very own uniqueness by
having mystery 11 secret ingredients. The proposed suggestion for KFC would be keeping up the
present prices of existing items. Changes in costs won't profit KFC.