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Essay / Research Paper Abstract
This 5 page paper examines the similarities and differences in the way branding of KFC is perceived in China and the United States. The paper considers the way in which there has been a low level of customization and how the brand has been re-interpreted in China in line with the different culture. The bibliography cites 5 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEkfcchina.rtf
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Unformatted sample text from the term paper:
2003). These may manifest in similar ways in different countries and cultures, but the perception may be very different, leading to divergent brand perceptions.
The brand studied; KFC, is seen to be treated differently in the US and China, despite the same product and what appears to be marketing that is similar,
with only slight adjustments. Here there does appear to be a true international brand strategy. One of the first considerations must
be the way in which any strategy is adopted internationally. For any product being sold the global environment will present many challenges due to the diversity of culture and socioeconomic
conditions and the variation in commercial paradigms already in place. The choice will begin with a consideration of the way in which the brand will be propagated with the choice
between a standardised strategy, or one that is customised to the local markets. If we look at the role of brand strategy in this light then we may argue that
the first stagy should be to determine who the target market are and then the target market will be the same in each country. This means that a single strategy
may be used internationally in attracting the same type of audience (Kotler, 2003). This may be seen as more favoured than customising campaigns on a country by country basis in
managing the brand, but in looking at the this argument appears to be one that reflects the greater level of simplicity, as there are no in-depth studies that can compare
the returns that are created by way of customisation (Roth, 1995). This is what appears to be happening with the KFC marketing. There
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