Business Case Studies, Brands & Branding and Private Labels Case Study, Co-branding, Yum Brands Incorporated

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Case Title:

Corporate Co-Branding: Case of Yum! Brands Inc

Publication Year : 2004

Authors: D Gayatri & T Phani Madhav

Industry: Food, Diary and Agriculture Products

Region:USA

Case Code: BBP0010

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Yum!, a Fortune 300 company that operates franchises and company-owned restaurants of five major fast food chains, KFC, Pizza Hut, Taco Bell, Long John Silver and All American Foods, has successfully implemented a co-branding strategy by combining two of its Quick Service Restaurants at a single outlet.

Pedagogical Objectives:

  • To discuss how Yum! implemented a co-branding strategy across its restaurants and the synergies it gained thereof
  • To discuss the potential rewards and risks of co-branding to individual brands.

Keywords : Co-branding, Yum Brands Incorporated, Collaborative marketing, Taco Bell, Quick service restaurants, Brands & Branding Case Study, Dual branded stores, Tricon Global Restaurants, Brand alliances, Yum's multibranding, Incremental sales, Real estate cost economies

Contents:

  • Introduction
  • Yum! – A company of many
  • For a mutual advantage
  • Co-branding – what’s in store?

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