How Consumer Remember the Product - Essay Example

This is a war of brand equity. And, at the root of these marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes consumers respond differently to the marketing of the brand. The study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets that a company has [Wikipedia, 26-02-2009(< http://en.wikipedia.org/wiki/Brand_equity>)]Hershey's Kissables has a brand image with its signature wrapping.

However, the CEO of the Company wonders if the comfort level of the consumer was reduced in the process of unwrapping the candy and so the consumer might choose some other brand that would make the candy instantaneously melt in his mouth. So, he plans to shift the pattern of wrapping. The advantage part of it is that it might work. It is easy to unwrap and it is spoken high time immemorial. On the other hand, as the question itself suggests, it might take away the customer who is used to buy Kissables for its tight wrappers.

Hershey's must take strategic efforts to introduce this change. Kenichi Ohmae has very beautifully illustrated in his book 'The Mind of a Strategist', as to how the roll filmmaker changed its less attractive brand name, first by introducing a new specification of 16 exposure film. Perhaps, Hershey's should promote the product in terms of good slogans activating the memory of the consumer as to how the same standard is provided, with an additional advantage of easy unwrapping. 3 How might Hershey's use a nostalgia campaign to promote Kisses and/or KissablesIn the political scenario, nostalgic appeals are a way to channel contemporary anxieties [ Michael Schaffer, 26-02-2009(http://www.tnr.com/politics)] This is true with regard to consumer behavior as well.

The company is 100 years old and enjoys a nostalgic reputation all throughout. It was in existence even when sliced bread had not come into existence. Even