KFC
In 1991, Kentucky Fried chicken announced that it was officially changing its name to "KFC" (as well as updating its packaging and logo with a more modern, sleeker look). The public relations reason given for the name change was that health-conscious consumers associated the word "fried" with "unhealthy" and "high cholesterol," causing some of them to completely shun the wide variety of "healthy" menu items being introduced at Kentucky Fried Chicken outlets. The new title and image were designed to lure back customers to a restaurant now offering foods branded as "better for you," we were told.
It sounded good, but the real reason behind the shift to KFC had nothing to do with healthy food or finicky consumers: it was about money — money that Kentucky Fried Chicken would have had to pay to continue using their original name. In 1990, the Commonwealth of Kentucky, mired in debt, took the unusual step of trademarking their name. Henceforth, anyone using the word "Kentucky" for business reasons — inside or outside of the state — would have to obtain permission and pay licensing fees to the Commonwealth of Kentucky. It was an unusual and brilliant scheme to alleviate government debt, but it was also one that alienated one of the most famous companies ever associated with Kentucky. The venerable Kentucky Fried Chicken chain, a mainstay of American culture since its first franchise opened in Salt Lake City in 1952, refused as a matter of principle to pay royalties on a name they had been using for four decades. After a year of fruitless negotiations with the Kentucky state government, Kentucky Fried Chicken — unwilling to submit to "such a terrible injustice" — threw in the towel and changed their name instead, timing the announcement to coincide with the introduction of new packaging and products to obscure the real reasons behind the altering of their corporate name.
Kentucky Fried Chicken were not the only ones who bravely refused to knuckle under. The name of the most famous horse race in North America, held every year at Churchill Downs, was changed from the "Kentucky Derby" to "The Run for the Roses" for similar reasons; many seed and nursery outfits that had previously offered Kentucky Bluegrass switched to a product known as "Shenendoah Bluegrass" instead; and Neil Diamond's song "Kentucky Woman" was dropped from radio playlists at his request, as the licensing fees he was obligated to pay the Commonwealth of Kentucky exceeded the peformance royalties he was receiving for the airplay.
It sounded good, but the real reason behind the shift to KFC had nothing to do with healthy food or finicky consumers: it was about money — money that Kentucky Fried Chicken would have had to pay to continue using their original name. In 1990, the Commonwealth of Kentucky, mired in debt, took the unusual step of trademarking their name. Henceforth, anyone using the word "Kentucky" for business reasons — inside or outside of the state — would have to obtain permission and pay licensing fees to the Commonwealth of Kentucky. It was an unusual and brilliant scheme to alleviate government debt, but it was also one that alienated one of the most famous companies ever associated with Kentucky. The venerable Kentucky Fried Chicken chain, a mainstay of American culture since its first franchise opened in Salt Lake City in 1952, refused as a matter of principle to pay royalties on a name they had been using for four decades. After a year of fruitless negotiations with the Kentucky state government, Kentucky Fried Chicken — unwilling to submit to "such a terrible injustice" — threw in the towel and changed their name instead, timing the announcement to coincide with the introduction of new packaging and products to obscure the real reasons behind the altering of their corporate name.
Kentucky Fried Chicken were not the only ones who bravely refused to knuckle under. The name of the most famous horse race in North America, held every year at Churchill Downs, was changed from the "Kentucky Derby" to "The Run for the Roses" for similar reasons; many seed and nursery outfits that had previously offered Kentucky Bluegrass switched to a product known as "Shenendoah Bluegrass" instead; and Neil Diamond's song "Kentucky Woman" was dropped from radio playlists at his request, as the licensing fees he was obligated to pay the Commonwealth of Kentucky exceeded the peformance royalties he was receiving for the airplay.
posted by 两个道长 at 4:13 PM
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