Yum
Brands, the company that owns fast food chains such as KFC and Taco Bell, is looking for a little bit of recognition in
its own right. That's why it's launching a
new branding campaign beginning this Saturday with commercials airing during the Kentucky Derby. Just because it wants
people to know what the company is all about doesn't mean it is completely disavowing or ignoring its famous
restaurants, though. The spots will highlight the longevity Yum has enjoyed because of the popularity of Pizza Hut and
the other stores. The commercials seem to be geared as much for investors as they are at consumers. In addition to the
company's web address, the ticker symbol for the NYSE listing will appear on screen. Even the choice of the Derby as an
outlet for this campaign speaks to the targeted demographic, which is likely a bit different from those who tune into
NASCAR races each week. Yum is going beyond the commercials as well and is, in fact, sponsoring the Derby, the first
time a company has done so. The Derby will be labeled as "The Kentucky Derby Presented by Yum Brands." That
sponsorship has raised the hackles of some who feel it's inappropriate. Others, though, either see it as a sign of the
times or a harmless move.Yum Brands looking for name awareness
Yum
Brands, the company that owns fast food chains such as KFC and Taco Bell, is looking for a little bit of recognition in
its own right. That's why it's launching a
new branding campaign beginning this Saturday with commercials airing during the Kentucky Derby. Just because it wants
people to know what the company is all about doesn't mean it is completely disavowing or ignoring its famous
restaurants, though. The spots will highlight the longevity Yum has enjoyed because of the popularity of Pizza Hut and
the other stores. The commercials seem to be geared as much for investors as they are at consumers. In addition to the
company's web address, the ticker symbol for the NYSE listing will appear on screen. Even the choice of the Derby as an
outlet for this campaign speaks to the targeted demographic, which is likely a bit different from those who tune into
NASCAR races each week. Yum is going beyond the commercials as well and is, in fact, sponsoring the Derby, the first
time a company has done so. The Derby will be labeled as "The Kentucky Derby Presented by Yum Brands." That
sponsorship has raised the hackles of some who feel it's inappropriate. Others, though, either see it as a sign of the
times or a harmless move.Add your comments
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