#18 Yum! Brands, Inc.


Ranked in eighteenth place, the Yum! Brands, Inc. family of brands has an average Quotient Score of 33.0. Its strongest archetype is indulgence. An average of 18% of consumers who use Yum! Brands, Inc.’s portfolio of brands are intimate with them.

Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.

Head to Head

In comparing Yum! Brands, Inc. to The Coca-Cola Company, we see a mixed performance. Yum!’s family of brands is stronger in the archetypes of fulfillment, identity, and enhancement. Coca-Cola’s brands lead in ritual, nostalgia, and indulgence. The Coca-Cola Company also performs better across all three Brand Intimacy stages.

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