Ê


INTRODUCTION 2

BRAND AWARENESS 8

BRAND LOYALTY 10

BRAND ASSOCIATION 11

PERCIEVED QUALITY 12

BRAND IDENTITY 13

IDENTITY PERSPECTIVE 14

PRODUCT ORGANIZATION PERSON SYMBOL 14

VALUE PROPOSITION 14

FUNTIONAL BENEFIT 14

EMOTIONAL BENEFIT 16

SELF EXPRESSIVE BENEFIT 17

LINE EXTENSION 18

PACKAGING 19

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Ê 
 Ê 

Lay's (known as Walkers in the UK and Ireland) is the brand name for a number of potato
chip (crisps) varieties as well as the name of the company that founded the chip brand in 1932.
Lay's chips are marketed as a division of Frito-Lay, a company owned by PepsiCo Inc.since 1965.
Other brands in the Frito-Lay group include Fritos, Doritos, Ruffles, Cheetos,Rold Gold pretzels,
and Sun Chips.

History

n 1932, salesman Herman W. Lay opened a snack food operation in Nashville, Tennesseeand, in
1938, he purchased the Atlanta, Georgia potato chip manufacturer "Barrett Food Company,"
renaming it "H.W. Lay & Company." Lay criss-crossed the southern United States selling the
product from the trunk of his car. In 1942, Lay introduced the first continuous potato processor,
resulting in the first large-scale production of the product.

The business shortened its name to "the Lay's Company" in 1944 and became the first snack
food manufacturer to purchase television commercials, with Bert Lahr as a celebrity
spokesman. His signature line, "so crisp you can hear the freshness," became the chips'
first slogan along with "de-Lay-sious!" As the popular commercials aired during the 1950s, Lay's
went national in its marketing and was soon supplying product throughout the United States.

In 1961, the Frito Company founded by Elmer Doolin and Lay's merged to form Frito-Lay Inc., a
snack food giant with combined sales of over$127 million annually, the largest of any
manufacturer. Shortly thereafter, Lays introduced its best-known slogan "betcha you can't eat
just one." Sales of the chips became international, with marketing assisted by a number of
celebrity endorsers.

In 1965, Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo, Inc. and
a barbecue version of the chips appeared on grocery shelves. A new formulation of chip was
introduced in 1991 that was crisper and kept fresher longer. Shortly thereafter, the company
introduced the "Wavy Lays" products to grocer shelves. In the mid to late 1990s, Lay's modified
its barbecue chips formula and rebranded it as "K.C. Masterpiece," named after a popular
sauce, and introduced a lower calorie baked version and a variety that was completely fat-free
(Lay's WOW chips containing the fat substitute olestra).

In the 2000s, kettle cooked brands appeared as did a processed version called Lay's Stax that
was intended to compete with Pringles, and the company began introducing a variety of
additional flavour variations.

Frito-Lay products currently control 59% of the United States savory snack-food market.[2]

2
International
Walkers is a snack food manufacturer in the United Kingdom best known for
manufacturing crisps. PepsiCohas owned the Walkers crisp label in the United Kingdom since
1991 and distributes Lay's product via this brand name. Walkers flavours include Cheese &
Onion, Ready Salted, Salt & Vinegar. Walkers also makes Sensations branded crisps in the UK.
The logo for the British version is notably similar to the American brand, featuring a red ribbon
around a yellow sun. The other Frito-Lay brands are also distributed through the Walkers label.

In the Netherlands Lay's are sold in three varieties: Lay's, Lay's Light and Lay's Sensations (Thai
Sweet Chili/Red Paprika/Oven Roasted Chicken and Thyme). Lay's Super Chips (Heinz
Ketchup/Mexican Pepper/Perfect Pickles/Salt 'n' Pepper [all through Delhaize) and Lay's Baked
Chips (Mediterranean Herbs/through Delhaize). As with Doritos, Lay's are manufactured,
distributed and imported in Germany by Frito Lay's Benelux division, Smith's Food Group.

In India, Bollywood superstar Saif Ali Khan and Indian cricketer Mahendra Singh Dhoni endorse
Lays.

In Argentina, Lays was commercialized before 2001 with the name O
 and 
 for
the Cheetos.

In Australia, Pepsico acquired The Smith's Snackfood Company in 1998 and marketed Frito-Lay
products under that label, using the nameThins. After Thin's was sold to Snack Brands
Australia (Owned by Arnotts), Smith's produced a line of potato chips under the Lay's brand for
a brief period of time. The Lay's line was eventually rebranded in 2004 as Smith's Crisps, while
the traditional Smith's line was renamed Smith's Crinkles. Thins is still sold in Australia as a
direct competitor to Smith's Crisps.

In Canada, the chips are distributed through the Lay's label.

In Mexico, Pepsico acquired Sabritas S. de R.L. in 1966. Lay's along with other products such
as Cheetos, Fritos, Doritos and Ruffles are marketed under the Sabritas brand. The logo for the
Mexican company sports the red ribbon, but it has a stylized smiling face instead of the sun. It
controls around 80% of the market there.

In Egypt, Lay's was once sold with its own label until it was merged with the local label Chipsy
('
 ).

In Israel, the Lay's label is distributed with the name Tapochips (  ' )

In France, the famous singer Sébastien 'Angel' De Sousa from the Arthur Crew is sponsored by
Lay's corp.

3
In Germany, Lay's are sold in three varieties: Lay's, Lay's Light and Lay's Sensations (Thai Sweet
Chili/Red Paprika/Oven Roasted Chicken and Thyne - [available in Cologne/Aachen only through
the German locations of Delhaize). Lay's Super Chips (Heinz Ketchup/Mexican Pepper/Perfect
Pickles/Salt 'n' Pepper [all through Delhaize) and Lay's Baked Chips (Mediterranean
Herbs/through Delhaize). As with Doritos, Lay's are manufactured, distributed and imported in
Germany by Frito Lay's Benelux division, Smith's Food Group. Several flavors as noted above are
only available through Delhaize (Belgian supermarket chain)] which has opened 2 locations
in Cologne and Aachen (Delhaize Germany locations, Lay's Flavors Benelux).

R‘ In September 2007, Lays changed their logo. It is similar to the previous one, but with more
of a 3D look and the letters 'a' and 'y' connected. The bags themselves were also
redesigned.

R‘ In Brazil, chips are distributed under a Lay's sister-company, Elma Chips.

SLOGANS

R‘ Happiness is Simple. (2009)

R‘ Simply Made. Simply Good. (2009)
R‘ That's another reason to smile! (2007)
R‘ Food for the fun of it! (2007)
R‘ Lay's, get your smile on! (2006-)
R‘ Lay's. Want some?
R‘ Betcha can't eat just one. (1960s-2006)
R‘ €
 ɷ
ʅʋʉʌ
ʔɳ ʅʊ
ʉ ɹ
! ï  

 (Lay's Greece)
R‘ Lays'ini paylaş (Lay's Turkey)
R‘ 'Lay's Ka Mazaa Lo' 'Enjoy Lay's' (Lay's Pakistan)
R‘ 'You can't eat just one ... Lagi bet! 'You can't eat just one ... Want to bet!'(Lay's India)
R‘ 'Har programme ka main food' 'The main food for every programme' (Lay's India)
R‘ 'No one can eat just one' (Lay's India)
R‘ A que no puedes comer solo una? (Lay's Spain, Peru, México, Chile and Argentina) meaning
"You can't eat just one, can you?"
R‘ Lay's. Vrei si tu? (Lay's Romania) meaning "Want some?"
R‘ Lay's MAX - More for me, better for me! (Romania)
R‘ 'ʸ̜̭̾ - ̵̸̨̖̹̽?' meaning 'Lay's - want some?' (Russia)

4
R‘ Kartą paragavęs negali sustot! (Lithuania) meaning "Once tasted you can't stop!"
R‘ I
 (Lay's China) meaning "Joy that cannot be stopped!"
R‘ Lay's. Kérsz? (Hungary) meaning "Want some?"
R‘


    
! (Israel) meaning "So natural you can not control yourself!"
R‘ Ð impossível comer um só! (Brazil) meaning "It is impossible to eat just one!"
R‘ Be a little Dillogical(India)
Flavors

Except for barbecue-flavor potato chips, which were introduced no later than 1958, up until the
last 20 years, the only flavor of potato chips had been the conventional one. Despite many new
flavors, the original is still the selection of 81% of consumers.[1]
North America
In the United States, Lay's offers a number of flavor combinations, in addition to the classic
chips. Flavored products in the traditional fried varieties include Sour Cream & Onion,
Barbecue, Cheddar & Sour Cream, Hidden Valley Ranch, Salt & Vinegar, Salt & Pepper, Flamin'
Hot, Dill Pickle, Limón, and a thicker "Deli style" chip. The WOW! brand was rebranded in 2004
as Lay's Light after the olestra formula was altered and the U.S. Food and Drug
Administration allowed removal of warnings about various health consequences of the fat
substitute.

The following Lay's flavors are available nationally in Canada: Classic, Bar.B.Q, Salt & Vinegar,
Ketchup, Wavy Original, Dill Pickle, Smokey Bacon, Sea Salt & Pepper, Sour Cream & Onion,
Roast Chicken Lightly Salted, Curry, Ketchup, Poutine, Pizza, Roast Chicken, Salsa, Wasabi, Curry
and Ginger, and Masala. Lay's also launched Cheddar & Sour Cream and BBQ Rib as limited time
flavors in summer 2010. Additionally, Fries & Gravy are available in Atlantic Canada, while Old
Fashioned Bar.B.Q is available in Eastern Canada and Quebec. The company also sells Baked
Lay's and Lay's Stax across the country.
Europe
There are a number of unique products in the United Kingdom sold under the 
 label,
including prawn cocktail, beef & onion, Greek kebab and Marmite. Walkers also runs a 'Nations
Flavour' promotion that the public vote for the flavor they like the best. Flavors included in the
2010 promotion are: Spanish Chicken Paella, Japanese Teriyaki Chicken, German Bratwurst
Sausage, Italian Spaghetti Bolognese, French Garlic Baguette, American Cheeseburger, Brazilian
Salsa, Scottish Haggis, Irish Stew, English Roast Beef and Yorkshire Pudding, Dutch Edam
Cheese, Australian BBQ Kangaroo, South African Sweet Chutney, Argentinian Flame Grilled
Steak and Welsh Rarebit. The previous winner of this promotion was Builders Breakfast.

5
In Greece and Cyprus, Lay's are made and packed by Tasty Foods and Corina Snacks LTD,
with Mediterranean flavors which include Feta cheese flavor, Tzatziki, Olive and Tomato,
Oregano, Sea Salt & Black Pepper and various more. There are hundreds of sub-variations in the
Mediterranean line adjusted to each country's liking.

Lay's is also present in the German market. All 3 key Lay's brands are distributed with 2 flavors
for each brand, as follows: Lay's (Natural, and Paprika), Lay's Light (Paprika, and
Salted/Natural), Lay's Sensations (Red Sweet Paprika, and Lay's Thai Sweet Chili)

In the Netherlands the following flavors are marketed: Lay's (Naturel (Natural), Paprika (Bell
Pepper), Cheese Onion, Bolognese Original, and Barbecue Ham (Barbecue Bacon)) Lay's Super
Chips (Salt'n Pepper, and Just Paprika (Bell Pepper)), Lay's Sensations (Red Sweet Paprika, Thai
Sweet Chili, Mexican Peppers & Cream, and Japanese Teriyaki), Lay's Light (Natural, Paprika
(Bell Pepper), and Balsamico), and Lay's Finest (Mixed Pepper & Sea Salt, and Finest Sea Salt). In
addition, Lays started a new campaign in 2010 in the Netherlands, in which people can enter a
competition to suggest new flavours, resulting in three new flavours being produced, and, after
voting, with one of them becoming the winner (the three new flavours being 'Mango Red Chilli',
'Patatje Joppie' and 'Nr. 66 Babi Pangang').

In Belgium there is a Cucumber and Goats flavour. Russia has "Lay's MAX" chips (Chicken, Sour
cream & Onion, Sour cream & Cheese, Ham & cheese flavors) and some international "Lay's"
flavors plus Russian specific flavors, including Mushroom & Sour cream and Crab & Red caviar.
In Romania the Lay's flavors are Salt, Paprika, Cheese, Barbecue, Sour Cream & Dill; the Lay's
Sensations flavors are: Thai Chili, Baked chicken with lemon and thyme; Lay's Max and Lay͛s
Sticks flavors are: Paprika and Salt.

In Poland the chips flavors are: Green Onion, Chicken with Spices, Original, Paprika, Hot green
peppers and fromage. There is also the Lays Apettite flavor of Cheese and Onion, 'Lay's from
the Oven' flavors of Rock Salt and Grilled Paprika and lastly the '4 Pory Roku' ('4 Season of the
Year') which change flavor every Season.
Australia
Under the Ô  label in Australia, unique flavors include Greek Feta & Herb, Italian Tomato &
Basil, and cilantro exist. In the baked products, there are classic, barbecue and sour cream &
onion varieties. The kettle cooked version includes original, sea salt & vinegar, mesquite
barbecue and jalapeño brands. Wavy Lay's have original, hickory barbecue, ranch and Au Gratin
flavors while Lay's Stax offers original, sour cream & onion, Cheddar, barbecue, ranch, pizza and
salt & vinegar. The Lay's Natural includes thick cut barbecue and sea salt brands.
South America

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In some countries such as Argentina and Uruguay, some of the Lay's flavored products are sold
with the "Lay's Mediterraneas" label, and include such flavors as Ham, Olive Oil and Parmesan
Cheese, Olive Oil and Tomato, Olive Oil and Basil, Greek Tzatziki Cheese with onions, Lasagna,
Beef Carpaccio with Parmeggiano, and Smoked Manchego Cheese. Chile there are Lemon and
Cilantro, and Sour Cream and Onions versions. Peru has Lay's Sabores Peruanos" (Lay's Peruvian
Flavors), with flavors like Andean cheese. Peru also has the Lay's Dips brand, which includes a
Peruvian Criollo Chili sauce sachet.
Asia
One flavor sold primarily in southern Asia is called "Magic Masala". This flavor is very popular in
India, Pakistan, and Bangladesh. Flavors featured in Thailand include Nori Seaweed, Basil, Squid,
Spicy Chili Squid, Seafood and Mayonnaise, and Spicy Seafood.

Beside Magic Masala, Flavors popular in India are "American Style Cream and Onion" and
"Spanish tomato tango"."World Classic Salted" is available as well.

In Thailand there are Classic, Sour Cream & Onion, Cheese & Onion, Mexican Bar-B-Q, and
Japanese Nori Seaweed. Temporary international flavors have also been introduced, such as
French Mayonnaise, Balsamic Vinegar and Salt (England), Garlic Soft Shelled Crab (Hong Kong),
Soy Sauce, Salmon Terriyaki (Japan), Lobster, Bacon & Cheese (America). Other traditional
"Thai" flavors include Tom Yum, Thai Chili Paste, Thai Seafood Dip, Chili and Lime.

Lay's China has four ranges of flavors: Cool & Refreshing (Cucumber, Kiwi, Blueberry, Cherry
Tomato, and Lime), Classic Flavors (American Classic, Italian Red Meat, Mexican Tomato
Chicken, Texas Grilled BBQ, and French Chicken), Intense & Stimulating (Numb & Spicy Hot Pot,
and Hot & Sour Fish Soup), and Stax (Authentic Original, Finger Licking Braised Pork, Seafood
Barbecue, Spicy Seafood, Tomato, Crispy Roasted Chicken, Black Pepper Rib Eye Steak,
Cucumber, Kiwi, Blueberry, and Lime).

Nutritional information

As a snack food, the Lay's brands contain very few vitamins and minerals in any variety. At ten
percent of the daily requirement per serving,vitamin C is the highest. Salt content is particularly
high, with a serving containing as much as 380 mg of salt.

A one ounce (28 gram) serving of Lay's regular potato chips has 160 calories and contains ten
grams of fat, with one grams of saturated fat. Kettle cooked brands have seven to eight grams
of fat and one gram of saturated fat but are 140 calories. Lays Natural has nine grams of fat,
two grams of saturated fat and 150 calories. Stax typically contain ten grams of fat, 2.5 grams

7
saturated fat and are 160 calories per serving. Wavy Lays are identical to the regular brand
except for a half-gram less of saturated fat in some combinations. The various brands do not
contain any trans fats.

The baked variety, introduced in the mid 90's, feature 1.5 grams of fat per one ounce serving,
and have no saturated fat. Each serving has 110 to 120 calories. Lay's Light servings are 75
calories per ounce and have no fat.

Lay's Classic Potato chips were cooked in hydrogenated oil until 2003.[2] Currently, the chips
are made with sunflower and/or corn oil.

There are many flavors of Baked Lays as well. Baked Lays are produced in Cheddar, barbecue,
sour cream and onion, and original.
÷



 

Measurement driven conceptualization

Brand awareness means the extent to which a brand associated with a particular product is
documented by potential and existing customers either positively or negatively. Creation of
brand awareness is the primary goal of advertising at the beginning of any product's life cycle in
target markets. In fact, brand awareness has influence on buying behaviour of a buyer. All of
these calculations are, at best, approximations. A more complete understanding of the brand
can occur if multiple measures are used.

A brand equity is the positive effect of the brand on the difference between the prices that the
consumer accepts to pay when the brand known compared to the value of the benefit received.

There are two schools of thought regarding the existence of negative brand equity. One
perspective states brand equity cannot be negative, hypothesizing only positive brand equity is
created by marketing activities such as advertising, PR, and promotion. A second perspective is
that negative equity can exist, due to catastrophic events to the brand, such as a wide product
recall or continued negative press attention (Blackwater or Halliburton, for example).

Colloquially, the term "negative brand equity" may be used to describe a product or service
where a brand has a negligible effect on a product level when compared to a no-name or
private label product. The brand-related negative intangible assets are called ͞brand liability͟,
compared with ͞brand equity͟ [11].

Family branding vs. individual branding strategies

The greater a company's brand equity, the greater the probability that the company will use a
family branding strategy rather than an individual branding strategy. This is because family

8
branding allows them to leverage the equity accumulated in the core brand. Aspects of brand
equity includes: brand loyalty, awareness, association, and perception of quality.

Brand awareness can be measured by showing a consumer the brand and asking whether or
not they knew of it beforehand. However, in common market research practice a variety of
recognition and recall measures of brand awareness are employed all of which test the brand
name's association to a product category cue, this came about because most market research
in the 20th Century was conducted by post or telephone, actually showing the brand to
consumers usually required more expensive face-to-face interviews (until web-based interviews
became possible). This has led many textbooks to conceptualise brand awareness simply as its
measures, that is, knowledge that the brand is a member of a particular product category, e.g.
soft-drinks. Examples of such measures include:

R‘ Brand recognition - Either the brand name or both the brand name and category name
are presented to respondents.
R‘ Brand recall - the product category name is given to respondents who are asked to recall
as many brands as possible that are members of the category.
R‘ Top of mind awareness - as above, but only the first brand recalled is recorded (also
known as spontaneous brand recall).

Research on metrics

There has been discussion in industry and practice about the meaning and value of various
brand awareness metrics. Recently, an empiricalstudy appeared to put this debate to rest by
suggesting that all awareness metrics were systematically related, simply reflecting their
difficulty, in the same way that certain questions are more difficult in academic exams [1].

Brand recall

Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or
service class, as distinct from brand recognition.

Common market research usage is that pure brand recall requires "unaided recall". For example
a respondent may be asked to recall the names of any cars he may know, or any whisky brands
he may know.

Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall" measures
the extent to which a brand name is remembered when the actual brand name is prompted. An
example of such a question is "Do you know of the "Honda" brand?"

9
In terms of brand exposure, companies want to look for high levels of unaided recall in relation
to their competitors. The first recalled brand name (often called "top of mind") has a distinct
competitive advantage in brand space, as it has the first chance of evaluation for purchase.

Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand attributes or
communications

In some cases brand recognition is defined as aided recall - and as a subset of brand recall. In
the case, brand recognition is the extent to which a brand name is recognized when prompted
with the actual name.

A broader view of brand recognition is the extent to which a brand is recognized within a
product class for certain attributes. Logo and tagline testing can be seen as a form of brand
recognition testing. For example, if a product name can be associated with a certain tagline,
logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand recognition is
present.

÷

 


Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise

continue using the brand and can be demonstrated by repeated buying of a product or service
or other positive behaviors such as word of mouth advocacy.[1]

Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand
due to situational constraints (such as vendor lock-in), a lack of viable alternatives, or out of
convenience.[2] Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when
customers have a high relative attitude toward the brand which is then exhibited through
repurchase behavior.[1] This type of loyalty can be a great asset to the firm: customers are
willing to pay higher prices, they may cost less to serve, and can bring new customers to the
firm.[3][4] For example, if Joe has brand loyalty to Company A he will purchase Company A's
products even if Company B's are cheaper and/or of a higher quality.

From the point of view of many marketers, loyalty to the brand Ͷ in terms of consumer usage
Ͷ is a key factor:

Usage rate

Most important of all, in this context, is usually the 'rate' of usage, to which the Pareto 80-20
Rule applies. Kotler's 'heavy users' are likely to be disproportionately important to the brand
(typically, 20 percent of users accounting for 80 percent of usage Ͷ and of suppliers' profit). As

10
a result, suppliers often segment their customers into 'heavy', 'medium' and 'light' users; as far
as they can, they target 'heavy users'.

Loyalty

A second dimension, however, is whether the customer is committed to the brand. Philip
Kotler, again, defines four patterns of behaviour:

1.‘ Hard-core Loyals - who buy the brand all the time.
2.‘ Split Loyals - loyal to two or three brands.
3.‘ Shifting Loyals - moving from one brand to another.
4.‘ Switchers - with no loyalty (possibly 'deal-prone', constantly looking for bargains or
'vanity prone', looking for something different).

÷


 Ê
Ê 

Brand Associations are not benefits, but are images and symbols associated with a brand or a
brand benefit. For example- The Nike Swoosh, Nokia sound, Film Stars as with ͞Lux͟, signature
tune Ting-ting-ta-ding with Britannia, Blue colour with Pepsi, etc. Associations are not ͞reasons-
to-buy͟ but provide acquaintance and differentiation that͛s not replicable. It is relating
perceived qualities of a brand to a known entity. For instance- Hyatt Hotel is associated with
luxury and comfort; BMW is associated with sophistication, fun driving, and superior
engineering. Most popular brand associations are with the owners of brand, such as - Bill Gates
and Microsoft, Reliance and Dhirubhai Ambani

Brand association is anything which is deep seated in customer͛s mind about the brand. Brand
should be associated with something positive so that the customers relate your brand to being
positive. Brand associations are the attributes of brand which come into consumers mind when
the brand is talked about. It is related with the implicit and explicit meanings which a consumer
relates/associates with a specific brand name. Brand association can also be defined as the
degree to which a specific product/service is recognized within it͛s product/service
class/category. While choosing a brand name, it is essential that the name chosen should
reinforce an important attribute or benefit association that forms it͛s product positioning. For
instance - Power book.

Brand associations are formed on the following basis:

Customers contact with the organization and it͛s employees;

11
Advertisements;

Word of mouth publicity;

Price at which the brand is sold;

Celebrity/big entity association;

Quality of the product;

Products and schemes offered by competitors;

Product class/category to which the brand belongs;

POP ( Point of purchase) displays; etc

` Ê

Ê

Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose, relative to alternatives.
Perceived quality is, first, a perception by customers. It thus differs from several related
concepts, such as:

a) Actual or objective quality: the extent to which the product or service delivers superior
service

b) Product-based quality: the nature and quantity of ingredients, features, or services

included

c) Manufacturing quality: conformance to specification, the "zero defect" goal

Perceived quality cannot necessarily be objectively determined, in part because it is a

perception and also because judgments about what is important to customers are involved. An
evaluation of washing machines by a Consumer Report expert may be competent and unbiased,
but it must make judgments about the relative importance of features, cleaning action, types of
clothes to be washed, and so on that may not match those of all customers. After all, customers
differ sharply in their personalities, needs, and preferences.

12
Perceived quality is an intangible, overall feeling about a brand. How-ever, it usually will be
based on underlying dimensions which include characteristics of the products to which the
brand is attached such as reliability and performance. To understand perceived quality, the
identification and measurement of the underlying dimensions will be useful, but the perceived
quality itself is a summary, global construct.

Ê
 Ê`` Ê

Core identity: unique taste and high quality for health conscious people which satisfies hunger.

Extended identity: Our planet program for environment, empowering suppliers, corporate
awards, strong cultural heritage of quality ,innovation and up-to-date trends integration.

÷

Ê
 Ê`` Ê

According to Aaker brand identity provides strategic direction, purpose and meaning for a
brand. For that the brand identity is one of the main drivers for brand equity. Aaker defines
brand identity as: "...a unique set of brand associations that the brand strategist aspires to
create or maintain. These associations represent what the brand stands for and imply a promise
to customers from the organization members. Brand identity should help establish a
relationship between the brand and the customer by generating a value proposition involving
functional, emotional, or self-expressive benefits." (Aaker, 1996:68)

Brand identity represents how the brand wants to be perceived, it leads brand image and is
situated on the sender's side. The way a brand is perceived by its customers is key to it success.
To drive positive brand association that customers know and trust, requires recognizable brand
associations in the mind of customers, without a discrepancy in the brand elements. The brand
perception, or in other words the brand image, is therefore always on the receiver's side
(Kapferer, 2007:99). See figure 14

13
÷


`
 

The product related attributes will by nature have an important influence on brand
identity due to the fact that they are linked to user requirements and product
experience. Aaker addressed six dimensions within this group (Aaker, 2000:78-82).

÷



Ê
Ê 

By looking at the brand as an organization, brand managers are forced to shift

their perspective from product to organization attributes. These are less tangible
and more subjective. Attributes as CRM, innovation, perceived quality, visibility
and presence can contribute significantly towards value propositions and customer
relationships. Aaker addressed two dimensions within this group (Aaker,
2000:82&118).

÷


` 

Brand as a person is a perspective as if the brand was a human being. Brand

personality is a very distinctive brand element and extensively used in many brand
equity models. For that reason it is described in next paragraph 2.3.4. Aaker
addressed two dimensions within this group.

÷


÷ 

Brand as a symbol can capture almost anything that represents the brand. A strong
symbol can fulfil an important and even a dominate role in brand strategy. Symbols
are very strong if they involve a recognizable, meaningful and trustful metaphor.
Aaker addressed two dimensions/three types within this group.

14

``ÊÊ 

Value proposition is an offer that describes the quantifiable benefits that individuals or
organizations making an offer promise to deliver. Its development is based on a review and
analysis of the benefits, costs and value that an organization can deliver to its customers,
prospective customers, and other constituent groups within and outside the organization. It is
also a positioning of value, where Value = Benefits / Cost (cost includes risk)[1].

Contents

1 Models

2 Strategy and marketing

3 See also

4 References

5 External links

Models

There are multiple models for creating a value proposition. One such model[1], the Value
Proposition BuilderTM for creating a value proposition includes six stages of analysis containing
questions that should be addressed:

1. Market: for which market is the value proposition being created?

2. Value experience or customer experience: what does the market value mostͶthe
effectiveness of the value proposition depends on gathering actual market data.

3. Offering: which product or service are being offered?

4. Benefits: what are the benefits the market will derive from the product or service?

5. Alternatives and differentiation: what alternative options does the market have to the
product or service?

6. Proof.

Neil Rackham believes that a value proposition statement should consist of four main parts:
capability, impact, proof, and cost.[citation needed]

15
The creation of a value proposition is considered a work of strategy[2] and organizations do not
directly communicate the outputs of the value proposition creation process (i.e., the value
proposition statement and template) to external audiences;[3] value propositions are internal
documents, used by organizations as a blueprint to ensure that all the messages they
communicate, inside and outside the organization, are consistent. Some of the ways that
organizations use value propositions include in marketing communications material or in sales
proposals.

O Ê
÷ OÊ

You can͛t drive emotional benefits to the bank, but you can bank on emotional benefits.

As a purchaser in today͛s marketplace, we can choose from an astounding array of brands.

For many categories, there is little product differentiation yet a multitude of brands are
available.

Differences in product features are often referred to as ͞functional benefits.͟ Some

products offer speed, advanced technology, lighter weight or improved safety; these
products are easily differentiated by their brand͛s functional benefits. Many marketers
immediately try to create a value proposition based entirely upon the brand͛s functional
benefits.

In other product categories where functional benefits aren͛t easily identifiable or

differentiated, marketers often rely on an additional set of influencers called ͞emotional
benefits͟ or ͞selfʹexpressive benefits.͟ This additional set of influencers is where branding
gets real traction.

Let͛s look at an example. As a business person, you often need a pen. In selecting a pen, your
first choices are likely based upon functional benefits: ballpoint, rollerʹball, soft tip or fountain
pen. You can buy any of these pens at a low price point from a variety of brands. Or, as you
move past functional benefits only, your choices increase. You can buy brands at a premium
price point that offer ͞emotional and selfʹexpressive benefits.͟

Ê
÷ OÊ

An "emotion" is best defined as a state of physiological arousal to which we attach a cognitive

label. There are only four core emotions " mad, glad, scared and sad.

Of course, there are various gradations, combinations and shades of gray regarding all of the
four core feeling states. Sad includes disappointed, gloomy, heart broken, distressed, etc. Mad
includes frustrated, raging, bitter, annoyed. At an even simpler level, we either feel "good" or
"bad." (How often have you been frustrated in a research project when someone responds to

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your sensitive plea for his or her feeling response by energetically answering, "It makes me feel
good/better/great/wonderful!")

Knowing how our brand, features and functions or brand activity (concepts, advertising, names,
taglines, etc.) makes someone "feel" is only minimally useful. We definitely want to know if our
new commercial makes people feel "glad" or "bad,"but that is ONLY a measure of valence; it
does little or nothing to lend direction to our creative efforts. It tells us nothing about how to
set the mood and tone for our advertising or even necessarily how to FIX any bad feelings that
emerge.

It is the "emotional benefit" and not the raw "emotion" that is most informative, motivating
and useful for brand development. An emotional benefit, not a physiological state of arousal
with a simplistic label, is an often complex, positive, cognitive statement that our respondents
are able to make about themselves due to their use, display and attachment to our brand and
its features.

 O`Ê÷ OÊ

Active lifestyle brands, the widely popular apparel brands associated with the lifestyle of active
sports such as surfing, skateboarding, and snowboarding, own a unique position in the mind of
consumers. They represent the attractive lifestyle and values linked to active sports. While
these brands don't receive the same respect and adulation from the marketing community as
Apple, Coca-Cola, and other universally known "mega-brands," they should be held in the same
esteem. Active lifestyle brands transcend the product-only customer relationship and have
developed emotional and long-term bonds with an entire generation of young consumers. In
particular, these brands offer excellent lessons for brand builders outside the youth market
who want to take advantage of consumers' ever-increasing desire for lifestyle-oriented brands
and brands that deliver self-expressive benefits.

Ê  Ê 

A product line extension is the use of an established product͛s brand name for a new item in
the same product category.

Line Extensions occur when a company introduces additional items in the same product
category under the same brand name such as new flavors, forms, colors, added ingredients,
package sizes. This is as opposed to brand extension which is a new product in a totally

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different product category.Line extension occurs when the company lengthens its product line
beyond its current range. The company can extend its product line down-market stretch, up-
market stretch, or both ways.

Down-Market Stretch A company positioned in the middle market may want to introduce a
lower-priced line for any of the three reasons:

1. The company may notice strong growth opportunities as mass retailers such as Wal-Mart,
Best Buy, and others attract a growing number of shoppers who want value-priced goods.

2. The company may wish to tie up lower-end competitors who might otherwise try to move
up-market. If the company has been attacked by a low-end competitor, it often decides to
counterattack by entering the low end of the market.

3. The company may find that the middle market is stagnating or declining.

Up-Market Stretch

Companies may wish to enter the high end of the market for more growth, higher margins, or
simply to position themselves as full-line manufacturers. Many markets have spawned
surprising upscale segments: Starbucks in coffee, Haagen-Dazs in ice cream and Evian in bottled
water. Leading Japanese auto companies have each introduced an upscale automobile:
Toyota's Lexus, Nissan's Infiniti, and Honda's Acura. Note that they invented entirely new
names rather than using or including their own names.

Two-Way Stretch

Companies serving the middle market might decide to stretch their line in both directions.
Texas Instruments (TI) introduced its first calculators in the medium-price-medium-quality end
of the market. Gradually, it added calculators at the lower end taking the share from Bowmar,
and at the higher end to compete with Hewlett-Packard. This two-way stretch won Texas
Instruments (TI) an early market leadership in the hand-calculator market.

Examples include

R‘ Zen LXI, Zen VXI

R‘ Surf, Surf Excel, Surf Excel Blue

R‘ Splendour, Splendour Plus

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 R‘ Coca-Cola, Diet Coke, Vanilla Coke

R‘ Clinic All Clear, Clinic Plus

R‘ Reese's Peanut Butter Cups, Reese's Pieces and Reese's Puff Cereal

`

Ê 

Packaging is the science, art and technology of enclosing or protecting products for distribution,
storage, sale, and use. Packaging also refers to the È 
 of design, evaluation, and
production of packages. Packaging can be described as a  

of preparing goods
for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves,
transports, informs, and sells.[1] In many countries it is fully integrated into government,
business, institutional, industrial, and personal use.

Package labeling (en-GB) or labeling (en-US) is any written, electronic, or graphic

communications on the packaging or on a separate but associated label.

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