KFC Is Very Protective of Its "Seven Herbs and Spices

question 27

Multiple Choice

KFC is very protective of its "Seven Herbs and Spices" recipe, which, in the view of the company, gives it a significant competitive advantage over other restaurants, and will use any legal resource available to protect its patented formula. Which dimension of brand equity does this example illustrate?

• A) brand assets
• B) brand association
• C) brand awareness
• D) brand loyalty
• E) perceived quality

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