When Kentucky Fried Chicken changed its name to KFC, it was to omit the dreaded word 'fried' from its advertising. KFC had to go through a(an) _____ process to justify the name change.
A) umbrella positioning
B) repositioning
C) reorganisation
D) financial audit

Question

Quizplus · Accepted Answer

The process described (changing the name to omit a negative association from advertising) is repositioning. The other options (umbrella positioning, reorganization, and financial audit) do not fit the situation.

When Kentucky Fried Chicken Changed Its Name to KFC, It