Brand resonance and elements

Summary:
1. Brand resonance model
2. Brand elements
KFC: Background
• KFC or Kentucky fried chicken
• Food restaurant chain based in Louisville, Kentycky, US
• Founded by Colonel Harland Sanders in 1930
• Kentucky First franchise: September 24, 1952 Salt Lake City, Utah
• World’s most popular fried chicken restaurant chain
 KFC’s brand resonance model
Our analyze will rely on the Brand resonance pyramid which depends
o n 6 b r a n d - b u i l d i n g b l o c k s : s a l i e n c e , p e r f o r m a n c e , i m a g e r y,
judgements, feelings and resonance.
Brand salience:
Identity: Who are you?

KFC or Kentucky fried chicken is a fast food restaurant chain based in Kentucky, US
and founded by Harland Sanders in 1930. It is present in 145 countries with more
than 25 000 KFC restaurants around the world.

Product Category: Fast food specifically fried chicken, burgers, chicken

sandwiches, wraps, french fries ,soft drinks, milkshakes, salads, desserts…

Needs satisfied: Offer a quality, affordable, and quick meal to customers.

Brand performance:
Meaning: What are you?

Primary characteristics and features: Provide customers with the best fried chicken
worldwide: (crunchy, crispy, spicy, secret recipe of herb and spices)

Secondary characteristics: clean restaurants, fast delivery, automatic ordering

machine, drive through, free WIFI, fast order…

Product reliability: KFC workers are known for there quick reaction when a
customer encounters a default product.
Brand performance:
Meaning: What are you?

Effiency: In 2020, the KFC brand was valued at just over 5.1 billion U.S. dollars
making it the leader in the QSR of fried chicken.

Price: KFC prices depend on the location of the Franchise but they generally adopt
a skimming pricing ( attract people who truly desire the product and then gradually
reduces the prices in order to attract lower classes.)
For example, in Tunisia, KFC prices are relatively high compared to competitors. A
KFC meal cost between 12 and 45 TND.
Brand imagery:
Meaning: What are you?

User imagery: Family restaurant/Anyone who enjoys fried chicken/ Menu adapted
to adults and young people/ Middle to upper class.

Purchase and usage situations : Family gathering /lunch break for workers/friends
meet up/ kids lunch. KFC restaurants are located in big cities, airports, parks, malls
and shopping centers, highways. (100% of KFC restaurants are franchises with a big
return on investment)
Brand imagery:
Meaning: What are you?

Personality and values: KFC adapts a family-friendly personality as it considers food

as passion and wants to be seen as a home to its consumers. They treat every
consumer as a friend.
Brand imagery:
Meaning: What are you?

History
and
Heritage
Brand imagery:
Meaning: What are you?

User experience : KFC started by offering a narrow product choice which is mainly
fried chicken but with the rising competition and high customer standards, KFC
listened to their audience and provided a large range of foods.
Brand judgments:
Meaning: What about you?
Quality: Around the world, KFC products are considerate good quality with slightly
high prices. KFC has a whole quality insurance department to deliver a good
product.
Credibility: In the chicken industry, KFC is seen as a market leader which enhanced
its credibility overtime.
Condideration: KFC has a high consideration when a person craves a good fried
chicken but this tends to be lower when it comes to burgers and other dishes due
to the harsh competition.
Superiority: The availability of KFC everywhere and at any time places the company
as a top of mind. With more than 25000 restaurants in 145 restaurants, KFC is far
beyond its competitors.
Brand Feelings:
Meaning: What about you?

Warmth: When you think of KFC you have to think of somebody. It can be family, friends, loved
ones. It gives you a set of warm feelings (feeling at home/ cozy/ comfort food/ tasty/pleasure/good
time/ anti-stress.)

Social approval, Self-respect: With customer from all around the world, KFC is consumed and
respected around the world.

Inclusivity: KFC offers Halal food for its muslim community. It has also added vegan and
vegetarian options.
Brand Feelings:
Meaning: What about you?

Excitement: With special gifts for kids and various offers and discounts, KFC enhances the
excitement of its customers.

Security: With high quality control and providing hygienic products and atmosphere.

Fun: The time spent at a KFC restaurant is related to having a great moment with the loved ones.
Brand Resonance:
Relationship: What about you and me?

Behavioral loyalty: Generally, KFC customers perform regular and repeated purchase as it
is a reference for chicken fans.
Attitudinal attachment: By the symbol of the grandfather in KFC’s logo, customers have a
certain attachment to the brand and consume it when they need a home alike meal.
Sense of community: KFC owns a community website in which loyal customers express their
opinions and give feedback about the brand. KFC also has 56 million facebook fans and 1.6
instagram fans.
Active engagement: When KFC launches a new product or a new offer, customers invest their
time, energy and money to try it.
Brand elements:
Brand name:
Kentucky fried chicken but customers call it KFC because of
memorabiltiy as it is to recall and meaningfullness as it a short for the
original brand name. It is also transferable across nations and
cultures.

Image assocociation:
When we hear KFC, the picture of the grandfather in the local directly
pops to our mind.
Colonel sanders is the inconic KFC persona, he is present in the logo, the packaging, and
advertisements.
Brand elements:
Brand name:

Product association:
When we hear KFC, we directly associated to crunchy, crispy and tasty
fried chicken strips and wings we see in mouth watering ads.
Brand elements:
Brand URLs:

KFC has an online corporate website which is clear and concise.

https://www.kfc.com
For every country it has a unique official website.

https://kfc.com.tn

It also has an official website for deliveries.

https://online.kfc.co.in/
Brand elements:
Brand logo:
It has one of the most know logos in the world. It is a warm and welcoming design
that expressed the idea of old-fashioned Southern American hospitality.
Brand elements:
Brand symbols:

Basically, the colors red, black, and white are emblematic representatives of
KFC.
The grandfather photos are also a symbol.

Brand Slogan:
KFC’s most known word mark is:

‘Finger Lickin Good ’

Brand elements:
Packaging:
The iconic KFC bucket earned the brand worldwide recognition making
it an iconic product.
Brand elements:
Packaging: