Brand Talk

By Sajag Karki

The KFC Legacy

The cult status earned by KFC can be credited to its very appealing logo.

Kentucky Fried Chicken (KFC) is the world’s largest chain of fried chicken fast food restaurants. Headquartered in Kentucky, USA, this popular brand has its presence in over 17,000 locations worldwide including Nepal. The founder of the restaurant is Colonel Harland Sanders whose image has been used extensively in the branding including its logo. KFC enjoys salience of providing desired food at a reasonable price. It boasts an extensive menu which includes signature dishes like grilled chicken, potato wedges, rolls, French fries, soft drinks, salad and dessert among others apart from its very famous fried chicken. Kids and teens especially flock around its outlets enjoying big buckets of fried chicken along with spicy wings and drinks while creating good memories with friends and family.

The cult status earned by KFC can be credited to its very appealing logo. The red and white combination logo prominently features Colonel Sanders in white goatee, and string tie, smiling behind his classic thick-rimmed glasses. The logo is quite welcoming for the customers and creates a favorable impression. Currently, KFC is using the tagline “So Good”, the zest of which is to encapsulate the addicting taste of it. The advertisement campaigns are also in line with the tagline. Its other popular taglines used are “Finger licking good” and “Follow your taste” which summarizes the personality of the brand. There are various factors associated with KFC which has made it an iconic brand:

The Secret Recipe: KFC’s founder Colonel Sanders’ “Original Recipe” of 11 herbs is said to have remained a valuable trade secret. The secret recipe is also one of its unique selling proposition (USP) by which it has been able to keep competition at bay. It is because of this recipe that KFC has been able to maintain the taste of its delicacies consistent throughout its outlets all over the world.

Consistent Branding: KFC, as a brand, represents fun, simple and delicious fried chicken that can be enjoyed by anyone from youngsters to senior citizens. It has maintained a remarkably consistent brand identity over the past 50 years channeling all its efforts into Colonel Sanders’ image. It also provides the utility value of fast food convenience for the fast paced lifestyle that people have in a lot of countries. Its red color symbolizes fun, excitement, passion and desire for delicious food. Despite its several health and animal cruelty controversies, KFC has managed to battle against all odds and remains strong in the hearts of its customers.

KFC Grilled Chicken: After complaints against KFC having an adverse effect on people’s health were made, a newer version-KFC Grilled Chicken was launched. This range of KFC is grilled and healthier than its fried counterpart. This shows the company’s commitment towards the health of its customers and a quick response strategy to tap the healthy market segment. The new range of KFC Grilled Chicken should be working wonders as it retains the brand value of great tasty chicken along with the added health benefit.

The craze for KFC could be seen with a large number of people flocking towards its outlet in Durbarmarg when it first opened its doors in Kathmandu. This was an example of the overwhelming response from its patrons all over, as KFC is a synonym for quality. With great promotion and publicity, the KFC brand has become even more trustworthy and reliable. Hence, its legacy is unprecedented and is sure to grow in the foreseeable future.

Karki can be reached at sajag_karki@hotmail. com. The article is based on research and author’s practical experience as a marketing and advertising professional.