KFC

: Brand Resonance and

Brand Elements Analysis

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 Brand elements analysis

Brand Name
Memorability : Easily recalled
Meaningfulness : Descrip?ve and persuasive : short of Kentucky Fried Chicken
Likability : Rich visual and verbal imagery : Verbally likable
Transferability : Transferable Across geographic boundaries and cultures : The same Brand name
is used accross the world
Adaptability : Flexible : KFC in Europe (for exemple) and kentucky for Arabe countries (Egypt)
Protectability : yes
Brand Logo and Symbol
Logo
Memorability : Easily recalled : Portrait with red color
Adaptability : Updated : changes through ?me
Protectability : yes
Symbol :
Memorability : Easily recognized
Meaningfulness : Persuasive : Face of the KFC Founder
Likability : Rich visual and verbal imagery : Pleasant image and smily face
Adaptability : Updatable : The Harland Face changes over the ?me. Light coutour was added
and a smile on the face of the logo
Transferability : the same Brand name is used accross the world 2
 Brand elements analysis

Slogan
Memorability : Not easy to recall
Meaningfulness : Persuasive : It’s Finger lickin’ good : Express the love the customer have for the
brand

Packaging
Memorability : Easilly recalled due to Logo name
Meaningfulness : Persuasive easily take away
Likability : Aesthe?cally pleasing and it represent the KFC symbol
Adaptability : Flexible : different country have different style

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 Brand resonance model components

Brand Salience : brand salience elements

Needs sa?sfied : KFC is a fried chicken’s restaurant chain
Category Iden?fica?on : The 3rd Fast-food people think about it in 2020 /
93th best Global brand / KFC have an a[rac?ve logo

Brand Performance : brand performance elements

Primary characteris?cs : crunchy chicken with cheap and suitable price.
Secondary : wifi and drive...etc.
Efficiency : Give order in ?me
Price : Cheap and suitable

Brand Imagery : brand performance elements

Users profile : young and happy people / familly / or people looking like Harland
Sanders (KFC) Founder / teenagers and children
Personality and value : Convenient and fun brand personality => Competence (because
of its experience) and excitement
Purchase and usage : First, Colonel Sanders was cooking for travlers who’s stopping for
gas. Now, it is a fast-food for everybody and it can be consumed in store or at home in
front of your favorite TV Show! Quick meal / for party
History and experience : The history of Colonel Sanders 4
 Brand resonance model components

Brand Judgment : Brand Judgment elements

Quality : Tasty but it depends on the country in which it is implemented
Credibility : reliable company since it has existed for more than 90 years
Considere?on : USA concume the most but well know in every country located in
Superiority : market share : 2,8% in 2019. The 3rd afer Starbucks with 7.5% and Mc Donald’s with
21.4%

Brand Feelings : Brand feelings elements

Warm and fun : Atmosphere and ambiance in the restaurant (Wifi / music/smell…)
Excitement : an exci?ng product
Security : Hygiene methods
Social approval : approved by the society / food habits / consuming KFC make look
trendy (In Tunisia)

Brand Resonance : brand resonance elements

Lotalty : Repeat purchase
Aktudinal a[achement : the 3rd fast-food people think about
Community : Social media usage to create community