The Multi-Branding Strategy of Yum! Brands*



Mini Case Code : CLIM023
Publication date : 2005
Subject : International Marketing
Industry : Fast Food Service
Length : 03 Pages
Price : Rs. 100

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Key words:

Yum! Brands Inc, restaurant company, Tricon Global Restaurants, Kentucky Fried Chicken (KFC), Long John Silver's, Pizza Hut, Taco Bell, A&W All American Food, multi-branding, multi-brand restaurant, single brand restaurant, quick-service food industry, multiple brands, brand combination


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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The multi-branding strategy of Yum!Brands, a US-based restaurant company, forms the theme of this caselet. It shows how the company gained a competitive edge by having multiple brands under its umbrella. It also analyzes the advantages and disadvantages of the multi-branding strategy.


Yum! Brands' multi-branding strategy
Advantages of having multiple brands
Drawbacks of multi-branding strategy
How far the multi-branding strategy has proved effective for Yum! Brands


In 2005, Yum! Brands Inc. (Yum! Brands) was the largest restaurant company in the world with 33,000 restaurants spread across 100 countries...

Questions for Discussion:

1. Do you think Yum! Brands is right in adopting the multi-branding strategy? Justify your answer.

2. The drop in the popularity of KFC, one of the brands owned by Yum! Brands Inc., had an impact on the company. So do you think Yum! Brands Inc. is carrying certain risk due to the multi-branding strategy it adopted? Justify your answer.

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