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Kingsbite Chocolate Case Study

2346 Words10 Pages

Abstract
This essay examines on the branding of a locally produced commodity. It attempts to answer the question, to what extent does branding of a commodity affect the demand for it? – The case of Kingsbite Chocolate. Golden Tree is the company responsible for the Kingsbite milk chocolate brand. This Cocoa processing company Limited with majority of it being State-owned majority shares. Golden Tree has a mission to process some of Ghana’s cocoa locally rather than exporting all of it to foreign chocolate manufacturers. Kingsbite chocolate is made from cocoa and contains milk chocolate (35% milk solids]. Kingsbite chocolate itself has no shine to it. It looks a little bit dull and grainy, containing some small holes in the corners where …show more content…

Advertising affects demand, consumer loyalty, share stability. However, while advertising can be a good proxy for a firm’s overall visibility, it is just one of many inputs that a firm uses to affect consumer view of products or a product. At the same time, brand perception measures the total outcome of all the cumulative efforts of a firm to market the product, as well as all other factors, such as the fit between consumer preferences and product characteristics.
Furthermore, advertising is undoubtedly an endogenous variable of a firm. For example, while there may be a link between profitability and advertising, it is not clear whether advertising leads to profitable firms can spend more on advertising, or higher profit margins. Consumer brand perception, on the other side, conveys the goodness of fit between style and general characteristics of a brand and individual preferences of consumers, and as a result, carries a larger exogenous …show more content…

This distinction as to why the brand is unique in the class it is in is also referred to as the unique selling proposition. The USP is a claim of a unique set of welfares and benefits not found anywhere else. The unique selling proposition (USP) tells the target market the main and most important reason that customer’s should choose the brand being advertised to them over competing brands. Once the firm or business has successfully defined the most important unique selling proposition, then they can now begin to build their brand based on

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