Rebranding for Kfc

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History of Kentucky Fried Chicken:
In 1930 Harland sanders opened a small restaurant called “Sanders court and Cafe”.
In 1936 was made honorary Kentucky Colonel in recognition of his contribution to the state’s cuisine.
In 1940 the secret recipe of 11 herbs and spices were born.
In 1957 Kentucky fried Chicken used to be sold in buckets.
In1966 The Kentucky Fried Chicken Corporation goes public.
In 2002 the tricon global Restaurant Inc which owned KFC changed its name to YUM! Brands.INC
In 2006 KFC serves customers in over 1 billion dinners in 80 countries worldwide.
(KFC corporation, 2010)

DEFINITION OF A BRAND:” An identifying symbol, words, or mark that distinguishes a product or company from
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On the basis of the questionnaire to the staff, customers and the manager we came up with graphs to find out how the brand is now and used this information to apply it to the brand pyramid to find the fourth and the fifth.

APPLICATION OF THE INFORMATION TO BRAND PYRAMID FOR KFC, VICTORIA: It has 5 different stages to derive the ultimate character of the product which is used to satisfy needs and want of the customers. The first three stages are defined through the qualitative process and the next two processes are defined through quantitative process. 1) The base of the pyramid is based on the features of the product, the core product of KFC is fresh chicken fried with the secret recipe. They have followed the secret recipe for 58 years to ensure the product is of top standards and is unique. 2) The second stage of the pyramid describes the functional benefit derived from the feature of the product. In this case the functional benefit derived from the product is convenient and wholesome meal. 3) The third stage of the pyramid is emotional benefit which is derived from the first and the second stage. The fresh and wholesome chicken fried in the secret recipe and the convenient meal which is moderately priced leads to a great tasting eating experience. It imbibes a feeling of being reliable, trustworthy. Which mean loyalty to the brand. 4) Values
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