Question

When you think of KFC, what comes to mind?

Why did KFC need a change to its brand personality?

Kentucky Fried Chicken officially changed its brand name to KFC in 1991. What did they risk in making the change?

Is KFC a national brand, a private brand, a licensed brand, or a co-brand?

Who are KFC's brand ambassadors?

Answer 1

KFC:

When i think about kfc frist come to my mind :

Test: kfc's provide very delicious Chickens and inever get sick of.

Style: like kfc's original style men the famous and ideal KFC hot crispy has created daly a new class of fride chicken. So i can say that never had there been such a kind of fried chicken before KFC.

Price & Cheapness: the price is extraordinary if compared with the taste. the fact that you can get out-of-the world chicken under 8-10 Dollars is amazing.

During the talk, Hochman explained that the chain's troubles began back in 1980 when Colonel Harland David Sanders, the real-life founder of KFC, died. The Colonel, who’d gained a reputation as a dedicated fried chicken salesman and shameless promoter of his business, wielded much influence over the company up until his death.

When he died, Hochman said the chain began to lose its way and “did some really smart things that had some really bad, unintended consequences,” one of them being changing its name from Kentucky Fried Chicken to KFC in 1991. While Hochman said the name change was simply made to make consumers aware of the fact the company sells more than fried chicken, the switch ended up spurring a rumor that purported KFC was no longer allowed to use the word “chicken” in its marketing because it used genetically modified chickens.

The brand has this unbelievable character that nobody really remembered, but he was a little crazy,” Kevin Hochman, president of KFC in the U.S., said on an episode of the Restaurant Business podcast “A Deeper Dive.” “He was really crazy about selling fried chicken. You’d ask him, ‘What’s the weather?’ ‘It’s fried chicken-eating weather!’

“The DNA of the brand was about real meals the hard way, and you had this character that would do anything, including dressing up like a crazy cartoon character, to sell fried chicken.

“The customer is being bombarded with messages everywhere,” Hochman said. “They don’t have a big span of attention. The customer has a shorter attention span than a goldfish. We have to break through and create some news. Sometimes that requires us doing things that are a little bit bizarre, but the reality is we get tons of coverage on the stuff.”

KFC is hardly the only one. The fast-food business has been competing for customers’ attention using stunts and guerilla marketing tactics for years.

Colonel Harland David Sanders was an American businessman, best known for founding fast food chicken restaurant chain Kentucky Fried Chicken and later acting as the company's brand ambassador and symbol

KFC (short for Kentucky Fried Chicken)^[is an American fast food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world's second-largest restaurant chain.So wecan say this is national brand with licensed brand and Yum! Brands.