Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

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