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May 4, 2005
Kentucky Fried Branding
Posted by Kevin D. Hendricks | Filed under: Brand & Identity
After nearly 14 years of hiding the "fried" portion of their moniker, KFC is embracing their southern roots and bringing back the Kentucky Fried Chicken name. It's part of yet another brand makeover for the southern fried fast food after years of trying to adapt to the health food craze.
The new KFC is adding to their menu, including down home favorites like candied yams, collard greens and sweet potato pie. They're also tweaking their image, giving the Colonel a makeover, an apron and a younger look.
It all shows the importance of a company's brand. KFC—Kentucky Fried Chicken or whatever they want to be called—just better hope their constant changing doesn't leave their customers scratching their heads.
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