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Competitive brand management plan - Assignment Example

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Table of Contents Objective of the Brand Management and Activation Plan: 2 Background Situation: 2 Brand Positioning: 3 Goals and Objectives: 4 Brand Inventory: 4 Brand Associations: 4 Evaluation of Brand Equity and Brand Building Blocks: 5 Consumer Analysis: (their benefits sought, their definition of values) 7 Market Segmentation, targeting, and positioning: 9 Competitor Analysis: 11 Point of Parity and Point of Differences: 12 Points of parity: 12 Points of Differences: 13 Competitive value proposition: 13 Brand Planning, Marketing, and Activation 14 Brand Performance and Management: 14 list of References 16 Objective of the Brand Management and Activation Plan: The Co operative healthy br…
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Download file to see previous pages The brand activation at this occasion will allow the Co operative healthy brand to build strong relationship with the consumers by helping them to form New Year’s resolution regarding healthy eating and lifestyle. This will also make it easy for the Co operative healthy brand to develop direct associations in the mind of the customers between healthy eating and the Co operative healthy brand. Background Situation: There has been drastic increase in the overall obesity rate all over the globe. In the region of UK around quarter of the adult population are classified as obese (NHS, 2012). This in turn has increased the health concerns among the people. The consumers are shifting towards healthier lifestyle and are giving preference to the healthy and balanced food items as shown in the image below: (Kimmell, 2009) There has been growing shift in the overall consumer purchase behaviour as consumers are giving preference to the foods and drinks which are providing more health benefits as shown in the image below: (Datamonitor, 2009) This increasing preference for the healthy food items has provided opportunity to the health retailers and supermarkets to provide the customers with different health foods. This in turn has given rise to different own health brands. Co operative food healthy brand is also competing in this category and is trying to increase the market penetration and improve the overall brand image. Brand Positioning: Brand positioning is used in order to present and describe the competitive advantage of a particular brand against other competitors in the industry. This means that brand positioning presents how the brand will compete with the competitors in effective and efficient manner. It is important to keep in consideration different elements and factors in order to come up with effective and long lasting brand positioning (Kapferer, 2008). Goals and Objectives: The goal of the co operative healthy brand is to become the most preferred healthy brand in the region by increasing overall awareness of its healthy products and encouraging the consumers to shift towards healthy life style and eating. For achieving this goal certain brand objectives have to be fulfilled, which are as follow: The co operative healthy brand should increase the interaction with consumers in order to improve the overall brand awareness and image The co operative healthy brand should provide customers with more value and benefits The co operative food have to provide more promotion and shelf space to its own healthy brands The co operative food healthy brand should improve the overall brand experience of the customers Brand Inventory: It is important for the brand to maintain and manage attractive and easy to access brand inventory in order to increase the brand interaction and awareness. The brand inventory can include brand colour, the logo, tag line, and even the physical location (Keller, 2008). The Co operative food and healthy brand use green and other fresh colours ...Download file to see next pagesRead More
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