We heard a fascinating branding story yesterday here at the Alltech Symposium. Joaquin Pelaez is the Senior Vice President for Product Excellence at Yum! Brands, Inc. which owns KFC. He told us how the brand is now the most recognizable one in China. He told us that Chinese consumers love the brand and in general prefer western brands because they are highly trusted.
I’ve included an interesting excerpt from his speech below in which he describes what the Chinese think about drive through restaurants and eating in your car. You might be surprised. You can read more about his comments on the Alltech Symposium Blog. I’ve also got a short video clip from the Alltech YouTube Channel too.