But has this all been by chance? OBC set about creating a bigger picture – building an OBC brand, one that is valued by millions of loyal consumers with sustainable strength and continuously evolves and grows with market needs From the inception of franchising stores, OBC have continuously and aggressively invested in building the OBC brand. A strong red, orange and yellow brand imagery with the now familiar chicken logo created a solid brand identity together with the relevance of “Ekhaya Lenkukhu”, the home of the chicken, which is synonymous with our market. A bold and recognisable store image consistent in all stores and with the consumer. An image that has consistently been upgraded, refreshed and refined, with store frontages and layouts that have been modernised and brought into line with the latest merchandising practices and impeccable standards of hygiene, space, lighting, refrigeration, packing and presentation which has impacted on people’s lives and changed them for the better. And OBC continues to speak to their market while constantly researching market needs and continuously evaluating media consumption of its target audience. Radio, national print media and millions of monthly leaflets communicate its offerings. Add to this the use of mobile media and taxi rank branding, point of sale promotions, own vehicle branding, store promotions and in store product wet demonstrations and the result is a powerful,, sustainable, brand image.