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Chapter 7 Discussion / Case Study; KFC Discussion Questions When you think of KFC , what comes to mind? Why did KFC need a change

Chapter

7

Discussion

/

Case Study; KFC

Discussion Questions

When you think of KFC

,

what comes to mind?

Why did KFC need a change to its brand personality?

Kentucky Fried Chicken officially changed its brand name to KFC in

1991 .

What did they risk in making the change?

Is KFC a national brand, a private brand, a licensed brand, or a co

-

brand?

Who are KFC

'

s brand ambassadors?

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