Despite the antibiotic scandal, the bird flu disease and negative perception facing the company Chinese consumers still give it the thumbs up. KFC has emerged as the most powerful brand in China, global research company Millward Brown revealed. “International brands represent many things to Chinese consumers,” said Oscar Yuan, Vice President at Millward Brown Optimor. According to Mr Yuan Chinese look for trust, prestige and good taste, three factors that appeal to the rapidly growing middle class in China. The Chinese market contributes roughly half of Yum! Brands’ overall profits. The company has about 4,400 KFC outlets in China. McDonald’s, at number 7 on the list, plans to open 300 restaurants in mainland China this year, which would put the Golden Arches’ count at 2,000 units overall in the country.

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