Creating a Brand Using the Low-Budget Route: Choco-Energy
《Creating a Brand using the Low-Budget Route: CHOCO-ENERGY》
Abstract
This report aims to create a new identification brand with low budge route to enter into the Pound City Market. The overview of chocolate and confectionery market will be introduced to explain why this new identification brand is effectively. In addition, the detail explanation about Snickers brand of Mars Company will be illustrated to give a fundamental knowledge about how to create a successful or strong brand, which include brand name, brand image, brand personality, brand value. At the same time, the brand image transfer will be expressed to help create a new identification brand. At last, the report will represent the detail ideas about the new identification brand, which containing the new brand name, brand image, brand positioning, brand personality and the package design.
Table of content:
1 Introduction………………………………………………………………………...3
2 Overview of Chocolate market…………………………………………………...3
3 Choosing brand in the chocolate market………………………………………..4
4 Brands analysis for Snickers …………………………………………………….4
4.1 Brand name of Snickers……………………………………………………...4
4.2 Brand development of Snickers……………………………………………..4
4.3 Brand image of Snickers……………………………………………………..5
4.4 Brand personality of Snickers………………………………………………..5
4.5 Brand value of Snickers………………………………………………………6
4.6 Package for Snickers…………………………………………………………6
5 Brand image transfer……………………………………………………………...7 5.1 Energy booster and offer value……………………………………………..7 5.2 Ethical Brand……………………………………………………………….....8
6 Creative choice/ Brand identification……………………………………………9 6.1 New brand name……………………………………………………………..9 6.2 New brand image…………………………………………………………….9 6.3 Brand Positioning……………………………………………………………10 6.4 Brand personality……………………………………………………………10 6.5 Package strategy for the new identification brand……………………….11
6.5.1 The brand’s logo………………………………………………………12 6.5.2 Package inside and
Abstract
This report aims to create a new identification brand with low budge route to enter into the Pound City Market. The overview of chocolate and confectionery market will be introduced to explain why this new identification brand is effectively. In addition, the detail explanation about Snickers brand of Mars Company will be illustrated to give a fundamental knowledge about how to create a successful or strong brand, which include brand name, brand image, brand personality, brand value. At the same time, the brand image transfer will be expressed to help create a new identification brand. At last, the report will represent the detail ideas about the new identification brand, which containing the new brand name, brand image, brand positioning, brand personality and the package design.
Table of content:
1 Introduction………………………………………………………………………...3
2 Overview of Chocolate market…………………………………………………...3
3 Choosing brand in the chocolate market………………………………………..4
4 Brands analysis for Snickers …………………………………………………….4
4.1 Brand name of Snickers……………………………………………………...4
4.2 Brand development of Snickers……………………………………………..4
4.3 Brand image of Snickers……………………………………………………..5
4.4 Brand personality of Snickers………………………………………………..5
4.5 Brand value of Snickers………………………………………………………6
4.6 Package for Snickers…………………………………………………………6
5 Brand image transfer……………………………………………………………...7 5.1 Energy booster and offer value……………………………………………..7 5.2 Ethical Brand……………………………………………………………….....8
6 Creative choice/ Brand identification……………………………………………9 6.1 New brand name……………………………………………………………..9 6.2 New brand image…………………………………………………………….9 6.3 Brand Positioning……………………………………………………………10 6.4 Brand personality……………………………………………………………10 6.5 Package strategy for the new identification brand……………………….11
6.5.1 The brand’s logo………………………………………………………12 6.5.2 Package inside and
References: AAKER, D.A. (2002) Building strong brands. London: Simon & Schuster UK Ltd. CARTER, D.E CHERNATONY, L.D and MCDONALD, M (2003) Creating Powerful Brands in Consumer, Service and Industrial Markets, Third Edition. Oxford: Elsevier Ltd. CHERNATONY, L., MCDONALD, M, WALLACE, E (2011) Creating powerful Brands, BH, 4th Edition CLIFTON, R and Simmons, J (2003) Brands and Branding. London: The Economist Newspaper Ltd. HASSAN, T LABAU, E. (2010) Snickers Peanut Butter Squared Review. About.com. Candy. [Online] Available from: http://candy.about.com/od/candyreviews/fr/snickers_pbsquared.htm. [Accessed 17/05/2012]. LAFORET, S (2011) Managing Brands. McGraw Hill. MARS Official website page (2012) Brands Chocolate MEYERS, H.M. and LUBLINER, M.J. (1998) The marketer’s Guide to Successful Package Design. United States of America: NTC/Contemporary Publishing Group, Inc. MINTEL (2012) Chocolate Confectionary-UK-April-2012 MINTEL (2011) Sugar and Confectionary-UK-November 2011. London: Mintel International. RIEZEBOS, R (2003) Brand Management The IRISH TIMES BUSINESS (2000) Global marketing-Building and Maintaining the M&M’S Brand. Fifth Edition. UK: Masterfoods. TROTT, P (2012) Innovation Management and New Product Development, Fifth Edition. England: Pearson Education Limited. 9 Appendix 9.1 Manufacturers’ shares in the UK chocolate market Figure 1: Manufacturers’ shares in the UK chocolate confectionery market, by value, 2011 Source: MINTEL (2012) Chocolate Confectionary-UK-April-2012. London: Mintel International. Appendix 9.2: The brand’s logo of new identification brand