International Branding: China does KFC their own way

In week 9 of our advertising and branding module we were introduced to international Branding.


As part of the international branding lecture, we were introduced to the term 'Glocalisation'.  We were told that the word combines the words 'globalisation' and 'localisation' to emphasise the idea that a global product or service is more likely to succeed if it is adapted to the specific requirements of local practices and cultural expectations.


Within our module group we are fortunate to have exchange students from Australia and China working with us.  The Australian and Chinese students each gave a brief presentation during the lecture on aspects of advertising and branding from their own cultural background at home.


One of the chinese students shared something really interesting.  He explained that in China, chinese people prefer to eat from 'KFC' more so than 'Mcdonalds'.  They tend to eat it more regularly because they have been able to introduce chinese style foods to the menu.  Due to KFC defeating all other fast food brands for dominance in China we can find images like these:

The chinese version of KFC has tailored its menu to local tastes to cater for a larger percentage of the chinese population.  They use the same KFC symbol to generate their income.

The chinese student also told us about how China opened an outlet called ''OFC'' (Obama Fried Chicken).  The shop features the American president, Obama dressed like the KFC mascot...-I found this amusing!

The ''OFC'' logo shows a smiling and squinting President Barack Obama dressed as Colonel Sanders, the original mascot for KFC.  The Chinese phrase underneath translates ''we're so cool, aren't we?''  I thought the whole idea was hilarious, although I'm unsure how Obama has got anything to do with fried chicken.