Brand management - Assignment Example

One of the brand names which has existed over the years is Pura, a milk produced by Lionco in Canberra, Australia. Pura is a milk product by Lionco Company. The company has been in the market for a longer time to build a competing brand like Pura. The company also purchases billion liters of milk from over 500 Australian farmers each year towards processing its milk (Lionco, 2015). Its products range from full-cream, flavored, fresh to UHT milks (Lionco, 2015). Among of its popular brands includes Pura, Dairy Farmers, Dare, Farmers Union, Classic and Big M among others (Lionco, 2015).

Pura, the company’s outstanding brand has been in the market since 1935. It has a combination of natural vitamins and minerals and a creamy taste (Lionco, 2015). The products naturally provide nutrients for all family members and very essentially when taken daily. Moreover, the brand comes in nine variants to suit the emerging and every need of the occasion (Lionco, 2015). Pura has been in the market for the last 80 years, it is still doing well, and competing with other products recently introduced in the market.

The products success in the market has been facilitated by its brand name. Customers identify the company with its products, hence contributing to the maintenance of their loyalty. Similarly, its continuous stay in the market makes it meets generation, which has preferences, hence has to deal with the new emerging market to remain competitive. However, there are emerging trends in the market that might affect the brand, and there is a need to take measures to counter the effects. First, consumer preferences are changing very fast, and not likely to maintain their loyalty is the product cannot meet their demands.

The consumers who were present 80 years ago during the launching of the product are not the consumers of today; today’s consumers have a different need, which they want the