Business Studies - Surname 1 Name Task Tutor Date Marketing...

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Surname 1 Name: Task: Tutor: Date: Marketing Introduction Kellogg’s has been in the front position, in trying to support the significance of breakfast clubs, in the United Kingdom for several years. The campaign was based on the findings that children will have benefits, when they take a healthy breakfast just before the start of the school day. Various campaign techniques have been used, including the brand and product positioning of Kellogg’s, in an effort to capture the market. 1. Brand and Product Personality A brand personality is a set of human features that are associated to brand name. This is something that a consumer can speak about, and an effective brand will increase its brand fairness, by having a steady set of qualities. This is the value added that a brand gains further, apart from its benefits of functions. The brand personalities are divided into five main categories, which include sophistication, competence, sincerity, ruggedness, and excitement. There is no single way of identifying the brand personality. The brand experts utilize a number of techniques, tricks and tolls to identify brand personality.
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Surname 2 The Kellogg’s brand and product personality is seen as more of corporate brand personality, than a product brand personality, which is typically related to users and consumers image for a specific product brand. Kellogg’s brand and product personality is depicted from the human characteristics or the features of the companies’ employees as a whole. Kellogg’s devised a method of using its employees, to spread the information through posting in the companies’ intranet, inviting them to attend the breakfast clubs within the Kellogg’s building, and also attending the breakfast club with two local primary schools. The employees also participated in spreading the information through the visiting of the breakfast clubs, which had received some funding from Kellogg. Kellogg’s demonstrated sincerity in the designing of brand and product personality, as sincerity is one of the product and brand personalities. This is seen by the important messages that were aimed at the campaign of Kellogg, which includes the importance of breakfast to people of different ages, especially the children. Kellogg’s also express his sincerity when he
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