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This study aims to analyze the brand equity with brand awareness and brand loyalty as an indicator. Sample of 200 people and sampling Accidental sampling techniques.
The results showed that consumers generally have had the awareness and have a high loyalty to the brands of KFC. This is supported by the presence of KFC as a franchise that has in its product specificity of taste, aroma, temperature level of maturity that comes standard products.
For other researchers who want to discuss the same issue suggested to use other approaches such as the theory of services marketing mix. This is considering that as a franchise KFC fast-food restaurants (fast food) not only sells products but also very dominant in the service.
Kata kunci: ekuitas merk
