Brand association

Brand association consists of three categories of scope enhancement; attributes,

benefits and attitudes. (Keller, 1998, p. 93) The types of brand association include
product category, usage situation, product attribute, and customer benefits (Chen and
Chen, 2001; Farquhar and Herr, 1933). Aaker asserted that the underlying value of a
brand name often is the set of associations-its meaning to people. (Cheng & Chen, 2001;
Aaker, 1991) Associations represent the basis for buying decision and for brand loyalty.
Brand associations are the other informational nodes linked to node in memory and
contained the meaning of the brand for consumers. (Cheng & Chen, 2001; Keller, 1993)
Krishnan (1996) suggested that in general term association could be used to represent a
link between any two nodes, which suggests an association in the consumers mind.
Associations come in all forms and may reflect characteristics of the product or aspects
independent of the product itself.
Understanding brand equity involves identifying the network of strong, favorable,
and unique brand associations in memory. This association network constitutes a brands
image, identifies the brands uniqueness and value to consumers, and suggests ways that
the brands equity can be leveraged in the marketplace. This map not only identifies
important brand associations but also conveys how these associations are connected to
the brand and to one another. First, the map pinpoints several associations that are
connected directly to the KFCs brand, such as service and value, and therefore are
more closely tied to the brands meaning. Second, the map shows how other associations
are connected to these close brand associations. For example, hassle-free, convenient
and fast are connected to the service association. Third, the map shows additional
linkages between associations. For example, several core associationsmeals, value,
and service are connected to one another but are not connected to other core
associations, such as social involvement.

Brand Positioning
Positioning is a process of creating an image in the mind of consumers by which
consumers can understand the uniqueness about your product when compared to
competitors product. In Vietnam positioning of KFC has been directed as a Family
restaurant. Then they started positioning according to the kids as well by introducing new
advertising of toys with their products such as Family Meal. In the start they made
certain special efforts to not allow it to convert into a teenage and adults (20 to 24 years
of age) hangout place. Now youngster and adults has became so use to fast foods that
KFC also target them and try to position KFC as a place for all. They now target adults
also because they can pay for quality and variety of products. This will help KFC to be
most recognizable brand in Vietnam for people of all ages. Or we can say that they are
following concept of undifferentiated marketing in which they offer same marketing mix

to mass audiences. This is due to the fact that in Vietnam has 14th largest population in
the world and if they adopt this approach and try to do positioning according to this
approach then they will be benefitted and their sales and revenue will surely increase.
Besides, KFC Vietnam also offer meals at reasonable price with Saving combos or
Buy 2 get 3 and Which day are we on promotion campaign so that they can satisfy
class B and class C customer. In conclusion, KFC is positioning in their brand in
Vietnamese customer mind as a friendly service, cozy and warm atmosphere restaurants
offering unique taste fast food product at reasonable price.
Consumer perception analysis
Consumer behavior characteristics of Vietnamese do show that they tend to
prefer leading, popular or international brands to local ones; to most of them it depicts
their social class. This simply shows the amount of brand recognition or awareness and
its effect on consumer mind
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consumers is largely based on the brand rather than product and services. The
statement is supported by example Schiffman and Kanuk (2010 pg. 196) gave; it
pointed out that consumers that claim to buy a brand because of its super taste or
quality, were unable to identify that brand in blind taste test
As people are very health conscious today, they want to know the nutritional
benefits of the food items they consume. Therefore, KFCs should take action to become
the first in the world to make extensive nutritional information and comprehensive
ingredient listings and other food facts available to the customer. KFC has a strategy to
provide the nutritional information on food wrappers, tray placemats, their official
website etc. People usually have an unhealthy perception about fast foods. However their
ability to interpret nutrition information on nutritional labels are limited and they still
buy KFC even they have a negative perception about fast foods as regards to unhealthy
food. The strategy to provide nutritional facts will increase the turnover of customers as
well as creating a healthy lifestyle.

KFC is now facing changes due to consumers new tastes and health concerns.
Thus they are expanding their product range. KFC faces a positive perception for serving
localized food, diversified menu ( chicken, fish, egg, shrimp) and service rather than the
competitors
The core problem is that consumers now pay more attention to corporate social
responsibilities such as environmental concern, responsibilities of corporate on countrys
education. KFC should also focus on doing more social activities.