The paper "Brands and Brand Equity - Case of Nestle" is a great example of a marketing case study. Building a strong perceptual position is one way in which Nestle has been operating in the already competitive markets. The image of the company’ s brand remains essential and one of the strategies that Nestle has adopted to align its products with current demands in the areas of operations. Just like its competitors, Nestle has been concerned with reaching even further improvements when it comes to service standards so that their operations can consolidate market niche and specific expertise around the products but not the function.
Nestle produces its products from seven different factories and its operations are headquartered in Mutiara Damansara. In addition to this point, studies from scholars such as Brady et al. (2008) have noted that the perception of Nestle among people continues to grow. As a matter of fact, it is argued that the Brand remains people’ s choice because of the good positioning, To achieve their targets, the company has been managing its brand, putting their focus on logos, packaging, and intangible tenor of emotions from consumers.
Currently, studies have been concerned with different theorists and researches that have been focussing on Brand Equity Models to understand how companies manage their brands. For instance, Kemp et al (2012) have noted that most companies’ business operations are within a competitive marketplace meaning that there is a need to evaluate brand management approaches to ascertain how much it can sustain competitive advantage over its rivals. This view has been supported by the Customer-Based Brand Equity Model that was proposed by Keller (2012).
Based on these arguments, this report provides a succinct analysis of brand management for Nestle within the framework of the Customer-Based Brand Equity Model as suggested by Keller (2012). Customer-Based Brand Equity and its Application in Nestle Brand Management The best approach to understanding how Nestle approaches the management of their brand is relating their brands to Keller’ s Brand Equity Model (Keller, 2012). According to the author, Customer-Based Brand Equity (CBBE) is the situation where companies approach brand management in a manner that the brand is positioned to make customers think and feel in a particular way.
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