Brand equity as an end result of customer satisfaction and loyalty, considering high tides of sales promotion and upselling

Master's Thesis from the year 2013 in the subject Business economics - Miscellaneous, University Of Wales Institute, Cardiff, course: MBA, language: English, abstract: Brands and brand equity are two of the most powerful concepts in current marketing thinking. The reason why it is of importance can be plainly seen by the enduring value it has for the consumers. Even if the tangible wealth of the company is no more brands endures and in the case of powerful brands is worth more than the tangibles. This power and indestructible quality of brands is because, it exists inside the mind of the customer and not outside. Its value is determined by the force it has in the mind of the customers in making a positive response to buy the product. While critically evaluating the outcomes of various research and analysis, here it s clearly shows, the Kentucky Fried Chicken has obtains perdurable Brand value, Brand Image as a result of brand Awareness and has a higher range of brand equity to maintain the brand among its competitors enabling increased consumer satisfaction and loyalty or the repurchasing choice among fast food consumers.§This evidence was supported by a research on the consumers of fast food selected from different parts of the society especially the neighbours, friends at the halls of residence and the general customers in high streets who were given questionnaires asking about their preferences while dining out and their preference to the brand KFC. It was found that, while choosing the chicken diet, customers preferred KFC as their first option than any other fast food restaurants. In addition, it was seen that KFC s brand image is improving day by day due to increased awareness programmes and promotions. The key factor is advertisement of KFC as customers say that it is the brand logo and colonels image that comes first in their mind when they hear about KFC. A presentation was done based on a KFC franchisee chain in west England to do more research on the employee and customer behaviour. An attempt was made to understand more in depth the understanding of the customers towards the brand as if whether they would stay with the brand even at time of promotions and competitions .§Finally, the study was concluded that, KFC has an elegant brand Image and Equity among its consumers and the brand has the capacity to grow and improve to extent and rebrand the KFC s brand so as to increase its brand loyalty of customers. This will enable KFC to be competitive in the fast food industry and enable the brand to grow like the Mc Donald s in the UK.