Why KFC Can't Use 'Kentucky Fried Chicken' Officially: A Dive into Branding and Trademarks
The iconic fast-food chain KFC has long been a part of our culinary history, but the reason it can't officially use its name as 'Kentucky Fried Chicken' isn't as straightforward as one might think. This article unravels the complexities behind KFC's name and branding, exploring the legal and marketing strategies that have shaped the company's identity.
The Name Origin and Restrictions
At the heart of the matter lies the name 'Kentucky Fried Chicken' and its limitations. The usage of the term 'Kentucky' in the name ceased with the death of Colonel Harland Sanders in late 1980. The unique opportunity to use the word 'Kentucky' outside the state was granted to Colonel Sanders due to his prestigious title as 'Kentucky Colonel.' This title, however, was no longer valid after his death, and consequently, the official name of the company became a subsidiary of YUM! Brands, Inc., with 'KFC' being a shortened version that resonated well with consumers.
Branding Shift and Health Perceptions
Over time, KFC underwent a comprehensive rebranding to meet changing consumer expectations. One of the key aspects of this rebranding strategy was to shift the company's focus towards a healthier image. The perception of KFC as a fast-food chain synonymous with fried chicken was seen as a barrier to health-conscious consumers. By rebranding and emphasizing its broader menu, KFC aimed to move away from this negative imagery and position itself as a versatile dining option.
Trademark and Marketing Strategy
The name change also served as a strategic move to protect the brand identity. Using the abbreviated name 'KFC' allowed the company to avoid potential legal disputes and trademark issues that could arise from using 'Kentucky' in a business name. Companies often rebrand to both avoid such conflicts and to refresh their image in the eyes of the consumer. The transition to 'KFC' was not just a legal decision but a marketing one, designed to align with the changing tastes and preferences of consumers.
Perception of Health and Consumer Preferences
Consumer perception plays a significant role in the branding of food products. Health concerns and dietary trends have influenced the way consumers view fast-food chains. KFC recognized the need to shift its image to appeal to health-conscious individuals. While the company is technically allowed to use the full name 'Kentucky Fried Chicken,' it chooses to use 'KFC' to align with the health perceptions and preferences of its customer base.
Conclusion
While the official name of the company is 'KFC,' the policy of not using the full 'Kentucky Fried Chicken' name reflects a strategic decision based on branding and market perception. KFC's rebranding reflects a broader trend in the food industry towards healthier options and a more diversified menu. The choice to use 'KFC' demonstrates a commitment to meet consumer expectations and stay relevant in a competitive market.
QA Section
Why is KFC not allowed to call itself ‘Kentucky Fried Chicken’?
While it is technically possible to use the full name, KFC has chosen to go with the abbreviated 'KFC' as part of its branding strategy to align with health perceptions and consumer preferences.
Does KFC really have to rebrand to meet health perceptions?
No, but the rebranding has helped KFC position itself as a more versatile dining option, appealing to a broader audience that includes health-conscious consumers.
Is 'Kentucky' restricted for use in business names?
A title like 'Kentucky Colonel' was unique to Colonel Sanders due to his historical connection to the state. However, the general use of 'Kentucky' in business names is not restricted; many companies with names like 'California Pizza Kitchen' or 'Philadelphian Cheesesteaks' exist and use similar geographical references.