The three stages of this communications strategy will be implemented in a sequential order. The successful completion of one stage will ensure the success of the next one. The first stage will commence immediately, allowing two months for completion. At the end of the two months a cohesive logo and name will be in place, allowing for stage two to begin. The menu and ingredient redesign will be given three months for completion. During this period, Marrybrown will form business agreements with local farms to supply the ingredients for the restaurants dishes. The third stage will be allotted six months to complete and launch the advertising campaign, including the brands cookbook. These communication tactics will guarantee an outcome of a cohesive brand identity at the conclusion of an eleven-month period.It is essential that this potential plan be put into action immediately, as the brand is currently suffering from its very public identity crisis. The best way to gain input on the state of the current fast food chicken market is to look to the newer companies who are competing with KFC. Drawing on competitors, who are slowly advancing in the market, will be a positive model for a company that is stuck between past and present cultures. The intentions of this proposed plan is to restore the Marrybrown brand to its former glory. Not only does the consumer need to have a clear understanding of the brand, but the products also need to be synonymous with their namesake. If the branding situation is rectified the consumer will once again frequent Marrybrown for meals, rather than considering eating at a competitors restaurant. This will hopefully increase sale revenues and market share values. The potential for continued growth in the competitive fast food chicken market will ensure Marrybrown remains number one in the business.

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