Business Case Studies, Brands & Branding and Private Labels Case Study, Co-branding, Yum Brands Incorporated

print page
Tell A Friend

Case Categories

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


Case Code: BBP0010

Teaching Note: Available

Structured Assignment: Available

Buy This Case StudyOR

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


  • Introduction
  • Yum! – A company of many
  • For a mutual advantage
  • Co-branding – what’s in store?

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap