Publication Date

Spring 5-4-2026

School

School of Communication

Major

Studio and Digital Arts

Keywords

logo, brand, China, graphic design, localization, culture, KFC, McDonald's, Chick-Fil-A

Disciplines

Graphic Design

Abstract

China is one of the fastest-growing markets in the world, and consumption is its main cause of growth. With a population of 1.4 billion people, many companies want to establish themselves in China. However, China and the United States markets are vastly different, and China’s post-COVID economy makes success increasingly difficult. Factors such as domestic competition, weakening US-China relations, and increased suspicion in foreign products calls for a new marketing and branding approach for United States companies. Fast-food giants such as McDonald’s and KFC have managed success in the past, but one company that also has potential is Chick-Fil-A. This thesis is a conceptual, literature-driven case study to adapt Chick-Fil-A’s branding, marketing, and business strategies to the Chinese market.

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