Brands & Branding and Private Labels Case Study

Branding: The Yum! Way

OR

Abstract:
In 2004, Yum! Brands Inc., the world’s largest restaurant company, generated a revenue of $9 billion. It operated under the well-known brand names, like Pizza Hut, KFC, Taco Bell, Long John Silver’s and A&W Restaurants, In order to provide variety and convenience to the customers, Yum! introduced multiple brands under a single roof. This concept was known as ‘multibranding’. By combining diverse brands in a single outlet through multibranding, Yum! also expected to maximise capacity utilisation and offset the rising real estate costs in the US.

The case, while discussing the multibranding strategy of Yum!, also focuses on the challenges faced by the company and its initiatives to be a ‘multibrand power’ in the industry.

Pedagogical Objectives:

• To understand the concept of ‘multibranding’
• To discuss how revenue maximisation is achieved through economies of scale
• To understand how ‘brand pull’ of the stronger brands can be used to leverage the relatively weaker brands to improve ROI
• To debate the viability of multibrand restaurants against the backdrop of health concerns and obesity risks of the US consumers.

Keywords : Yum! Brands Inc, Branding, Pizza Hut, KFC, Taco Bell, Brands & Branding Case Study, Multibranding, A&W Restaurants, Yum Restaurant International, McDonald?s, Long John Silver?s, David Novak, US fast food industry, Subway, Peta, Champs