Success by the bucket load: Advertising's contribution to building the KFC brand

Nick Jones, Simeon Duckworth and Christian Cocker

This 1998 paper explains the role played by advertising since 1994 in contributing to the success of the KFC brand in the UK, its fundamental effect on the current size and strength of the brand and on increasing the number of consumers, the level of franchisee confidence in the brand and the level at which franchisees are prepared to invest in its future.
Agency: Ogilvy & MatherAuthors: Nick Jones, Simeon Duckworth and Christian Cocker

Success by the bucket load: Advertising's contribution to building the KFC brand

INTRODUCTION

This paper explains the role that advertising has played since the end of 1994 in contributing to the success of the KFC brand in the UK. It shows how advertising has had a fundamental effect on the current size and future strength of the brand. In particular, it shows how advertising has played a unique role in increasing the level of franchisee confidence in the brand and the level at which franchisees are...

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