Co-branding Strategy: A Case Study of KFC and A&W Merger

The Successful Merger of KFC and A&W

In 2000, KFC® and A&W® restaurants successfully merged because each had a strong signature product: KFC’s fried chicken and A&W’s root beer floats. The merger of these two iconic brands was a strategic move that capitalized on their individual strengths to create a powerhouse in the fast-food industry.

Branding Strategy Used

The branding strategy used in the merger of KFC and A&W was co-branding, also known as multi-branding. Co-branding is a marketing strategy that involves two or more brands coming together to create a new product or service. In the case of KFC and A&W, the merger allowed them to leverage their respective strengths and offer customers a unique and complementary dining experience.

Co-branding/Multi-branding Explanation

Co-branding, or multi-branding, is a form of branding that connects companies together in a mutually beneficial partnership. By combining their resources, expertise, and customer base, businesses can create synergy and increase their market share. In the case of KFC and A&W, the merger allowed them to expand their offerings and reach a wider audience, ultimately driving growth and profitability.

What is the branding strategy used in the successful merger of KFC and A&W?

Co-branding, also known as multi-branding, was the branding strategy used in the successful merger of KFC and A&W.