GLOBAL BRAND

MANAGEMENT

Chindavanh VILIVONG
Student ID: 2011557878
 McDonalds VS KFC
Analysis through Customer-Based Brand Equity Pyramid
 Salience

Needs satisfied: Food

Category Identification: Fast-food restaurant
 Performance

A LOT OF
CALORIES!!!

McDonald's primarily sells KFC primarily sells chicken

hamburgers, cheeseburgers,
chicken, french fries,
breakfast items, soft drinks,
shakes and desserts.
pieces, wraps, salads and
sandwiches. Outside the
USA, KFC offers hamburgers
or kebabs and other regional
fare.
Logo: Stylized M Logo: Stylized acronym KFC
letter or McDonalds or Kentucky Fried
Mascot: clown Chicken
Symbol: brands
Ronald founder Colonel
McDonald
Colors: Yellow, Red, Colors: Red, White, DarkSanders
Blue
White
Slogans: Slogans:
McDonalds. I'm lovin' it. There's Fast Food,
Nothing can do it like Then There's KFC.
McDonald's, etc We do chicken
right.
 Service & Prices
McDonalds KFC
Speed Very Fast
Fast
Attitud Polite Polite
e
Price Cheap Little
higher
Imagery:
McDonalds 1940, with a restaurant
The business began in

opened by brothers
Richard and Maurice
McDonald in San
Bernardino, California.
Their introduction of the
"Speedee Service
System" in 1948
furthered the principles
of the modern fast-food
restaurant. The original
Mascot speedy was
replaced by Ronald
McDonald by 1967.
 Through the high standards of service set by
brothers and maintained by its new owner Ray Kroc
and further expansion of McDonald's into many
international markets, the company has become a
symbol ofglobalizationand the spread of
theAmerican way of life. Nowadays
McDonald'sis the
largest chain
offast food
restaurantsin the
world.It has more
than 33,000
outlets worldwide
(123 countries)
with annual
revenue more than
24 billions $.
Imagery:
KFC The company was
founded as Kentucky
Fried Chicken by
Colonel Harland
Sanders in 1952
though the idea
actually goes back to
1930. Initially his
restaurant generally
served travelers, often
those headed to
Florida.
So the original idea of
KFC was based on
selling good enough
 Through original recipes and the idea of selling fried chicken for
acceptable price it has become a popular American brand. They also
established high level service standards. Further investments from
new owners Yum! Brands and Pepsi made it recognized all over the
world. The founder of company remains the symbol of KFC even
after his death.
According to the
corporate website,
KFC is present in
110 countries and
territories around
the world. It has in
excess of 5,200
outlets in the
United States and
more than 15,000
units in other parts
of the world
Global brand Glocal brand

Brands core: cheap & Brands core: tasty

fast food with a high chicken for
level of service. acceptable price
Purchase situation: Purchase situation:
Whenever you are Whenever you are
hungry and need to hungry and want to
eat cheap and fast eat chicken for
acceptable price.
Consumers: middle and
Consumers: middle
low class employees,
and low class
students and children,
employees, students
travelers.
and travelers
 Judgments
McDonalds is
considered to be a
good and
convenient place to
eat cheap and fast.
Usually people are
satisfied about the
level of products
quality and service
for the price they
are paying.
BUT
KFC is considered
to be good and
convenient place to
eat cheap chicken.
People are usually
satisfied about the
level of products
quality and service
for the price they
are paying.
Being global brands
make them good targets
for criticism and
applying stereotypes.
The main accuse is
related to obesity and
heart deceases caused by
the fast-food
consumption The use of popular toys encourages children to
eat more McDonald's food contributing to many
children's health problems, including a rise in
obesity.

KFC is continuously
accused for the
animal rights
violations.

Both companies are supplied with soy beans by

Brazilian company Cargill which is mostly
responsible for the forest destruction and
emissions of carbon dioxide into the atmosphere.
 Breaking Stereotypes
Majority of the criticism is constructive but there are some
destructive stereotypes which widely applied to global fast-food
brands.
1) Only global brands are criticized for obesity, quality of
ingredients etc. but there are a lot smaller restaurants with less
control which can use worse quality ingredients and sell food
containing much more calories without any notice.
2) Global brands are often criticized for breaches of sanitary
regulations but there is no guarantee that in smaller
restaurants ingredients are washed before cooking. And even in
an expensive restaurant a waiter can spit into your soup.
3) Instead of smaller restaurants global networks are spending a
lot of money as a part of social responsibility policy such as
recovering of destroyed forests or help to children with some
deceases.
4) Being big brands its necessary to find reliable supplier. As an
example, McDonalds switched to using coffee beans taken from
stocks that are certified by the Rainforest Alliance.
 Feelings

In general: In general:
Convenient Convenient
Easy access Cozy
Friendly Easy access
Reliable Better quality
Fast for higher price
Not healthy Not healthy

For children: fun For the new markets:

For the new markets: western style,
western style, cool prestigious
 Resonance
McDonalds KFC
Comparably low loyalty Existence of loyalty
level among consumers among consumers
on the old markets mostly based on their
except for children. personal preferences of
Many occasional chicken to burgers.
purchases.
Both companies have a high level turnover of
staff. There is even term McJob which means a
low-paying job that requires little skill and
provides little opportunity for advancement"
Thank You
!!!