choose 100 plus which contain fewer calories. Lastly, taste profile also is one of the points of difference. 100 plus has slightly heavier taste than Revive. 5.2 Build and manage brand equity 5.2.1 Brand elements First, brand elements play a main role to build strong and sustainable brand equity. Brand elements include brand names, uniform resource locators, logos and symbols, characters, slogans, jingles and packaging. Fraser and Neave is the original brand name of the company. But it is too hard to memorize so F&N existed in the market. F&N is easier to remember and recognize since none of one company which has familiar name with F&N. Besides, its logo and symbols 24
BPMM 3113 BRAND MANAGEMENT also just use F&N just like picture below. It is simple and nice. Customers can connect the logo and the products it products. That’s so called brand equity. F&N operating in global market, so it has many URLs for different country. In Malaysia, URL of F&N is . Customers can find out many details of company or products from the web site. It let customer closer with F&N. I think that F&N don’t have a character for its brand. Because I never see any character exists on its advertising and also packaging. Next, F&N’s slogan is "Pure Enjoyment, Pure Goodness". This slogan also is a brand promise for its customers to let them can consume and enjoy its products confidently. We can know it from “Our products have satisfied the tastes and appetites of generations and we will continue to deepen the connection with our consumers and offer excitement and enjoyment in tandem with our brand promise of ‘Pure Enjoyment, Pure Goodness’.” which publish on its website. Nowadays, many companies like to use musical messages to advertise their brands. It can let more people to create memory toward their brand. And F&N is also has a jingle and advertisement music. The title of F&N jingle is LALA by Wu Jia Hui & Serene Koong. However, this music is not really popular and it is quite difficult to remember the rhythm. Product packaging is very important in building brand equity. Company can use packaging to differentiate from competitors. Besides, a creative packaging can motivate consumers to purchase the product. One thing important, company can change packaging to attract more customers but the new packaging must be identifies the brand. This can ensure that company will not loss loyal customer after change a new packaging. 25
BPMM 3113 BRAND MANAGEMENT 5.2.2 Marketing programs Marketing programs include personalizing marketing and reconciling the different marketing approaches. F&N in personalizing marketing consider success. Because F&N brand experience is existing. For example, F&N 100 plus is behavioral brand in customers mind. Because when they are drinking 100 plus their mind will relate to sport or active lifestyle. Mass customization is using by F&N on relationship marketing. F&N will products specific products to its mass target group.
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