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Seven crucial factors have been identified to build the brand ͚Du Darfst͛

Quality

Credibility Positioning

Du
Darfst
Long-term
Brand
Communications
perspective

Internal
Repositioning
Marketing

 


Quality is a vital ingredient of a good brand. Du Darfst has strong ͞core benefits͟ ʹ the things consumers expect ʹ
low-calorie products with taste. These must be delivered well, consistently. The range has good potential to
develop brand equity. Higher quality brands achieve a higher market share and higher profitability than their
inferior competitors.






Positioning can be achieved through several means, including. In fact, successful positioning usually requires a
combination of brand name, image, service standards, product guarantees, packaging and the way in which it is
delivered. Marketers have to position Du Darfst as a lifestyle brand, aiming at general "modern nutrition" rather
than just another healthier alternative. Strong brands have a clear, often unique position in the minds of
consumers.
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Du Darfst must adapt itself reflecting the change in consumer͛s tastes. This can be required when the brand has
become tired, perhaps because its original market has matured or has gone into decline. Du Darfst should keep
adding new products to its portfolio, introduce new flavors and change the packaging to attract other segments.
They can also opt to get feedback from the market, analyze the changing preferences and revise their offering.

 



Initially, the challenge is to build awareness, then to develop the brand personality and reinforce the perception.
Hence, communications also plays a key role in building a successful brand. A clear and focused advertising
strategy with the objective to build a clearly defined position in the minds of the target audience would build a
strong brand image. Du Darfst has to cater to the aspirational needs of the consumers to become more attractive
and this should be the main focus of marketer͛s communications.






Du Darfst has the first-mover advantage and clear opportunity to be the first successful brand in the market by
creating a clear positioning in the minds of target customers before the competition enters the market. Currently,
there are no major players in the market and this presents a clear opportunity to Du Darfst to define their markets
they will operate in and become the ͚market mover͛. However, being first into a market does not necessarily
guarantee long-term success. Competitors ʹ drawn to the high growth and profit potential ʹ will enter the market,
thus making it very important for Du Darfst to adapt to changing preferences of the consumer.



 


It is important to invest in the brand over the long-term. Building customer awareness, communicating the brand͛s
message and creating customer loyalty takes time. Du Darfst management must ͞invest͟ in a brand, perhaps at the
expense of short-term profitability. In the long run, Du Darfst can also extend its product line and target more
segments.



 


It is important that Du Darfst venture team ensures the brand is marketed ͞internally͟ as well as externally. The
whole business should understand the Du Darfst brand values and positioning. p