TABLE OF CONTENTS
1.0 EXECUTIVE SUMMARRY 2
2.0 CONSUMER KNOWLEDGE 3
2.1 Brand Awareness 3
2.2 Brand Image 3
2.3 Brand Associations 3
2.4 Secondary Brand Associations 5
3.0 BRAND ELEMENTS ANALYSIS 5
3.1 Brand Name 5
3.2 Logo and Symbol 6
3.3 Slogans 6
3.4 Packaging 7
4.0 BRAND MARKETING ANALYSIS 7
4.1 Product 7
4.2 Price 8
4.3 Channel 9
4.4 Communications 9
5.0 BRAND EQUITY ASSESMENT 11
5.1 Salience 12
5.2 Performance 12
5.3 Imagery 12
5.4 Judgements 12
5.5 Feelings 13
5.6 Resonance 13
6.0 RECOMMENDATIONS 13
7.0 REFERENCE LIST...........................................................................16
8.0 APPENDIX....................................................................................... 18
1.0 EXECUTIVE SUMMARY
Consumer interviews were conducted to assess the brand knowledge consumers have with Light ‘n’ Tasty. Brand awareness was found to be high within the category and positive brand associations have been formed by many consumers. The brand benefits greatly from Sanitarium but is viewed with dubious credibility with its nutritional claims.
The brand name and logo for Light ‘n’ Tasty are seen as being strong but lack uniqueness in comparison to its competition. Its slogans have great potential but are underutilised. The packaging is visually appealing but does not greatly set it apart from substitute products.
The product, pricing, channel and communications strategies are positive with it meeting the needs of consumers on a basic level. Relationships with channel partners are good but the communication aspect could be improved to increase the brand equity of the cereal.
It is recommended that Light ‘n’ Tasty focus on integrating its marketing communications to further brand awareness. Recommendations include increasing advertising material and the usage of its slogans. Light ‘n’ Tasty must create a social...