Nestle Brand Strategy

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Nestle is the largest and most diversified food company in the world. It has operated 500 factories in approximately 100 countries and produce more than 8000 products to millions of consumers worldwide. Some of the famous brands of Nestle are NESCAFE, MAGGI, MILKYBAR, MILO, KIT KAT, MILKMAID, NESTEA, NESTLE Milk.

This project is aim to analysis Nestle using a variety strategies to make Nestle customer brand loyalty. NESTLE is a well-known brand at the international over 100 years. This project would illustrate why Nestle able to consolidated its hold on the market. To explain Nestle in various ways to attract consumers and the brand building process.

Nowadays, as the competition in the market place is becoming fiercer, companies are embarking
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Such as corporate brand strategy associate, and corporate value system and product identity; it evaporated organizational culture and corporate image. It provides a sense of trust and quality of the product, but for this, it is necessary to be a strong company in its value system, culture, identity and ensure trust and confidence by the public (Singh B. (2014) “Measuring Effectiveness Of Branding Strategy Using Second Order Factor Analysis”).

Brand strategy has a free market position individualism, but it requires a lot of investment in the company 's marketing mix, so the company should be prepared and this strategy should able to afford. Mixed brand strategy has the advantages of both but their specific requirements are the same either or both of the above strategies (Singh B. (2014) “Measuring Effectiveness Of Branding Strategy Using Second Order Factor Analysis”).

Whether choose of a corporate brand, product brand or mixed with the primary objective of any brand is to increase brand awareness, brand image develop brand loyalty (Keller, (2003) “Strategic Brand Management: Building, Measuring, and Managing Brand Equity”). The effect of brand strategy can be explained by identifying and determine the impact on consumers of the above
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Customer loyalty is considered to be a dual dimensional structure, including cognitive and emotional loyalty. TCE and its ancestors along two separate paths a calculation (cognitive) and an emotional (affective) work. Second, a demand-side antecedents, Loyalty Orientation (LO) has been developed to account for the impact on individual differences of customer loyalty. The LO variables include fair price, to attract competitor to participate, loyalty proneness and products involvement. Customer loyalty is reflected in behavioral consequences, including repurchase behavior, spread positive word of mouth to communication, the resistance to against persuasion and lower product category searches. Decided to perceived behavioral control measures have been included the model to account for purchase occasion when the decision is not entirely will (exit costs, monetary restrictions, etc.) (Dickinson, (2014) “Customer loyalty: a multi-attribute approach”). This paper aims to examine how NESTLE managers take advantages of this powerful model as a template to optimize loyalty in competitive

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