Yes and No...It depends on what brand of Chickens my Wife brings home. The Perdue Chicken, sold locally, is All Natural. The meat is Bland and even with a lot of surface seasoning, the flavor is just ok. BUT, Brine that bird and you are eating a, Tender, Juicy and Very Flavorful Chicken, inside and out.
Some of the other brands Tysons and another, the name escapes me, are ENHANCED. This means they are Processor Injected with an 8+% Solution of Salt in Water or Broth, basically Pre-Brined. They really don't benefit from you Brining unless, you want more or less Saltiness or want to get some Cure #1 into them.
On the subject of How Long To Brine? That depends on the amount of Salt in your Brine. Google search Chicken Brine and most recipes call for 1 Cup Kosher Salt per Gallon of water. At this strength penetration happens pretty fast, 4-6 Hours and you are good to go. If for whatever reason, an emergency, the bird soaks overnight or longer, you are likely to have a pretty Salty bird on your hands. I learned the hard way. At 1/2 Cup Kosher per Gallon, 8-12 hours, overnight, gives great results and if the bird sits in the brine an extra day? No Problem. Pop's and some other guys, go Low Salt, 1/4 Cup Kosher per Gallon. This brine strength is best overnight but can go several days without issue.
There is also the Dry Brine, rubbing in and out with 1-2 Tablespoons of Salt, wrapping in plastic and after 2-3 Hours in the refer, you are good to go. I'm not a fan, I find the Wet Brined Bird, WAY more juicy. Dry Brine does get the bird seasoned and tender though...JJ