H. J. Heinz Company Analysis

In the marketplace, some brands are more influential with a better brand image than others. In fact, as consumers, we inevitably have preferences. These differences between brands can be explained by several factors, the marketing strategy being a key element to a brand notoriety, or in other world, the brand equity. H.J. Heinz company is a food processing company that has been founded in 1869 by Henry John Heinz. This is one of the brands having seized the importance of a good communication, and the consumers needs. This make it an interesting brand to analyse in terms of communication and advertising strategy.

I have chosen the following printed advertising because Heinz used a different approach than most of other companies and what has been seen in terms of innovative printed advertising.

I) Brand Equity

In the past, companies tended to act as if the value of their brand was only depending on its sales revenue, however, in the 1980’s, the notion of “brand equity” appeared. This notion could be defined as the set of attitudes and behaviours of consumers associated to a brand. David Aaker’s brand equity model is based on four main aspects which are the perceived quality, the brand awareness, the brand association and the brand loyalty.

First, perceived quality can be defined as the customer 's perception of the brand quality. This is an important aspect of the brand equity because it influences the brand loyalty as well, by giving satisfaction to consumer :