May 5, 2006
Brand Naming: Yum! Who?
Yum! Brands, the little-known company name behind renowned brand names such as Pizza Hut, KFC and Taco Bell, is looking to step out and do some brand name promotion of its own.
I found it interesting to see that Yum! Brands is launching a new ad campaign that promotes the strong brands the company has become famous for, and is now the first brand to sponsor the Kentucky Derby, which will this year be called "The Kentucky Derby Presented by Yum! Brands."
I think it's obvious that Yum! Brands wants to appeal to a pretty rare demographic: high-end investors. It’s difficult to see how you can go wrong by hitching your company name to such a high profile event as the Kentucky Derby.
Frankly, Yum! Brands ought to be a legend in the brand naming game: with sales last year of $30 billion from more than 34,000 restaurants in 102 countries, it’s hard to believe that such a big company feels it lives in the shadows of its smaller sub-brands.
Yum! Brands' anonymity in the market is a serious problem, says one expert, because if someone loves the Taco Bell or Pizza Hut or KFC brand name it’s hard to associate them to Yum! Brands, and thus more difficult for investors to put their money behind the places they all know and love.
But business is business, and brand naming, brand nurturing, and brand building is another matter.
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