Kentucky Fried Chicken’s six-step program to brand revitalization

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Outside of a declining number of franchisees, few would have noticed – or, in truth, cared – if the KFC brand slipped away and quietly disappeared in the strip mall where failing quick-service chains go to die.

KFC – an abbreviated, truncated moniker that was only a reminder of the glory days of Kentucky Fried Chicken – was all but dead in the competitive fast-food market. Indeed, it was almost as dead as Colonel Harland Sanders, the charismatic

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