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Brands & Branding and Private Labels Case Study
Case Title:
Corporate Co-Branding: Case of Yum! Brands Inc
Publication Year : 2004
Authors: D Gayatri & T Phani Madhav
Industry: Food, Diary and Agriculture Products
Region:USA
Case Code: BBP0010
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Yum!, a Fortune 300 company that operates franchises and company-owned restaurants of five major fast food chains, KFC, Pizza Hut, Taco Bell, Long John Silver and All American Foods, has successfully implemented a co-branding strategy by combining two of its Quick Service Restaurants at a single outlet.
Pedagogical Objectives:
- To discuss how Yum! implemented a co-branding strategy across its restaurants and the synergies it gained thereof
- To discuss the potential rewards and risks of co-branding to individual brands.
Keywords : Co-branding, Yum Brands Incorporated, Collaborative marketing, Taco Bell, Quick service restaurants, Brands & Branding Case Study, Dual branded stores, Tricon Global Restaurants, Brand alliances, Yum's multibranding, Incremental sales, Real estate cost economies
Contents:
- Introduction
- Yum! – A company of many
- For a mutual advantage
- Co-branding – what’s in store?
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