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Current Brand Situation - KFC Essay Example

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Current Brand Situation - KFC

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Current Brand Situation - KFC. As a result of having a positive branding, KFC is able to capture a huge circle of loyal consumers who are willing to purchase food products and merchandises that are being sold by KFC all over its global restaurants. For this reason, the company is able to gain the benefits of enjoying lesser need to spend on advertising and marketing expenses since the company attracts new customers without the need to exert so much effort (Aaker, 1991).
Analysis of Brand Effectiveness
Low Advertising Cost
As a fast food chain company that specializes in serving chicken, KFC does not really invest a lot of money on advertising. On the average, the company is spending only approximately 3% and 2% of its annual gross revenues for local advertising and national cooperative advertising respectively (Franchise Direct, 2009).

Instead of spending on the significantly huge amount of money on advertising, the company uses the excess fund in opening new and renovating its existing fast food chain outlets within the selected strategic locations (London Evening Standard, 2009). Combined with the use of marketing advertisements, the expansion and renovation strategy can effectively capture the attention of KFC’s target consumers.
Importance of Effective Marketing Strategy
With regards to the company’s decision to spend only a minimal sum of money on advertisement, the management behind KFC strongly believes that investment on store interior designs is a more effective marketing communication tool as compared with spending money on pure advertising alone. As part of KFC’s branding strategy, the company uses effective advertising which focuses on giving away 2 pieces grilled chicken meal plus 2 side dishes, and 1 biscuit for free at one of the Oprah Winfrey show (Bukisa, 2009). Since the company website is accessible in different languages including English, Espaňol, and Italiano among others, the target consumers of KFC can easily develop a strong association with the brand. Current Brand Situation - KFC.

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