Nescafé Brand Management

Nescafe is one of the leading coffee brands in the world, which has different flavored products in the market. As a motto for all these products, they have seperate techniques in order to advertise the product. For example, Nescafe’s everyday coffee has a motto of “Rich and full flavored”, while another flavor; Super premium coffee, has a motto of “Rich, bold and smouldering”. Nescafe became number two in the category of mix instant coffee because of the harsh competition of the market in Indonesia and aims to maintain the domination of instant pure coffee while increasing at the same time the market share of mixed coffee products. In order to obtain this, Nescafe has to concentrate on a high Customer Based Brand Equity.
Nescafe’s brand mantra is bringing people together with great tasting coffee creating well-being. Brand mantra in essence has an emotinal, a descriptive and a functional aspect that affects the customer perspective and interpretation of the brand. Emotional side of the mantra of Nescafe is “bringing people together”. This may provide a belonging and fitting in feeling to the customer. The descriptive part of the mantra is “great tasting coffee” which essentially describes the product as great tasting coffee. After these, the mantra includes a functionality for the product which is in this case “ creating well-being”.
In essence, Nescafe has a more qualitative style Brand image. Packaging and promotional material of Nescafe’s products, illustration and colouring of the packages infuses a sense of quality while Nescafe claims to have the best quality in coffee. In order to provide efficiency to this image, a product has to have a high brand awareness. Although in Europe the brand awareness of the Nescafe is significantly high, in the US, the brand equity is very less. The crowded market in the US has proven that the quality of a coffee is considerably less important than the brand equity in order to be succesful. Nescafe is the market leader