Brand Explonary Lien

8/10/2019 Brand Explonary Lien

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Brand association

Brand association consists of three categories of scope enhancement; attributes,

benefits and attitudes. (Keller, 1998, p. 93) The types of brand association include

product category, usage situation, product attribute, and customer benefits (Chen and

Chen, 2001; Farquhar and Herr, 1933). Aaker asserted that the underlying value of a

brand name often is the set of associations-its meaning to people. (Cheng & Chen, 2001;

Aaker, 1991) Associations represent the basis for buying decision and for brand loyalty.

Brand associations are the other informational nodes linked to node in memory and

contained the meaning of the brand for consumers. (Cheng & Chen, 2001; Keller, 1993)

Krishnan (1996) suggested that in general term association could be used to represent a

link between any two nodes, which suggests an association in the consumer s mind.

Associations come in all forms and may reflect characteristics of the product or aspects

independent of the product itself.

Understanding brand equity involves identifying the network of strong, favorable,

and unique brand associations in memory. This association network constitutes a brand s

image, identifies the brand s uniqueness and value to consumers, and suggests ways that

the brand s equity can be leveraged in the marketplace. This map not only identifiesimportant brand associations but also conveys how these associations are connected to

the brand and to one another. First, the map pinpoints several associations that are

connected directly to the KFC s brand, such as service and value, and therefore are

more closely tied to the brand s meaning. Second, the map shows how other associations

are connected to these close brand associations. For example, hassle -free, conve nient

and fast are connected to the service association. Third, the map shows additional

linkages between associations. For example, several core associations meals, value,

and service are connected to one another but are not connected to other core

associations, such as social involvement.


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Brand Positioning

Positioning is a process of creating an image in the mind of consumers by which

consumers can understand the uniqueness about your product when compared to

competitor s product. In Vietnam positioning of KFC has been directed as a Family

restaurant. Then they started positioning according to the kids as well by introducing new

advertising of toys with their products such as Family Meal. In the start they made

certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years

of age) hangout place. Now youngster and adults has became so use to fast foods that

KFC also target them and try to position KFC as a place for all. They now target adults

also because they can pay for quality and variety of products. This will help KFC to be

most recognizable brand in Vietnam for people of all ages. Or we can say that they are

following concept of undifferentiated marketing in which they offer same marketing mix


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to mass audiences. This is due to the fact that in Vietnam has 14 th largest population in

the world and if they adopt this approach and try to do positioning according to this

approach then they will be benefitted and their sales and revenue will surely increase.

Besides, KFC Vietnam also offer meals at reasonable price with Saving combos orBuy 2 get 3 and Which day are we on promotion campaign so that they can satisfy

class B and class C customer. In conclusion, KFC is positioning in their brand in

Vietnamese customer mind as a friendly service, cozy and warm atmosphere restaurants

offering unique taste fast food product at reasonable price.

Consumer perception analysis

Consumer behavior characteristics of Vietnamese do show that they tend to

prefer leading, popular or international brands to local ones; to most of them it depictstheir social class. This simply shows the amount of brand recognition or awareness and

its effect on consumer mind especially when the brand is known to be

internationally available. This implies that KFC patronage by Vietnamese

consumers is largely based on the brand rather than product and services. The

statement is supported by example Schiffman and Kanuk (2010 pg. 196) gave; it

pointed out that consumers that claim to buy a brand because of its super taste or

quality, were unable to identify that brand in blind taste test

As people are very health conscious today, they want to know the nutritional

benefits of the food items they consume. Therefore, KFCs should take action to become

the first in the world to make extensive nutritional information and comprehensive

ingredient listings and other food facts available to the customer. KFC has a strategy to

provide the nutritional information on food wrappers, tray placemats, their official

website etc. People usually have an unhealthy perception about fast foods. However theirability to interpret nutrition information on nutritional labels are limited and they still

buy KFC even they have a negative perception about fast foods as regards to unhealthy

food. The strategy to provide nutritional facts will increase the turnover of customers as

well as creating a healthy lifestyle.


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KFC is now facing cha nges due to consumer s new tastes and health concerns.

Thus they are expanding their product range. KFC faces a positive perception for serving

localized food, diversified menu ( chicken, fish, egg, shrimp) and service rather than the

competitors

The core problem is that consumers now pay more attention to corporate social

responsibilities such as environmental concern, responsibilities of corporate on countrys

education. KFC should also focus on doing more social activities.

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Brand Explonary Lien