Subject Index
 

This paper describes how following KFC’s unsuccessful attempt to distance themselves from the unhealthy connotations of ‘fried’, they returned to their southern-fried roots and launched a marketing ca ...

KFC's vision is to bring people of all ages, races and backgrounds together to enjoy 'Soul Food' - 'proper food at reasonable prices' - within bright and fun interiors. KFC is designed to be perceived ...

KFC created a TV campaign to reverse declining sales in Inner City/Urban stores. This campaign executed KFC's core brand idea, 'celebrate authentic taste' in a way that formed a connection with Africa ...

Describes a branding campaign for Kentucky Fried Chicken (KFC). KFC had a unique benefit: all KFC products were 100% real, whole chicken, unlike competitors' products which were mostly processed and r ...

Campaign in America to revitalise an old brand, Kentucky Fried Chicken. Market had changed and image of product and service had suffered (reasons discussed: KCF is a retail establishment run through f ...

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 o ...

Young & Rubicam successfully repositioned Kentucky Fried Chicken in the early 1980s. It looked at the type of market, the role of advertising, the target consumer, and their current beliefs and feelin ...