Brand image
Master
Introduction
Please note that this value paper works differently to our other value papers. This is because brand image is so crucially dependent on a number of factors that are covered in detail in their own individual value papers.
After reading background and customer pain, go to the customer gain section to see which value papers would be relevant in helping customers protect their brands against risk of scandals, maintain brand integrity and nurture brand positivity.
Background
Brand image demands careful cultivation and significant investment. It is reinforced every time a consumer enjoys a product. And it can be damaged just as easily.
In the worst cases, a hard-earned brand reputation can be destroyed by a single scandal.
Every year companies devote vast budgets to both building their brand (or brands) actively towards consumers, and protecting them from damage.
Customer pain
The immediate financial costs of a factory shutdown – whether it’s just hours or entire days – due to a product recall or a microbial or bacterial outbreak are so high, companies do everything they can to avoid them.
And when it becomes front page news, a food safety scandal can take the company out of business.
All companies, no matter how vigilant, constantly look for opportunities to minimise these risks, because they represent ongoing and persistent pains.
In addition, they must preserve their brand integrity by maintaining quality in the face of rising energy and production costs – and excite and delight consumers by bringing new products to market.
But actually, doing so is a major pain for any company, big and small.
Finally, consumers expect companies to operate responsibly and conscientiously with regards to their environmental, social and governance practices. This makes ESG a huge opportunity to strengthen the brand image.
But at the same time, ESG because it is relatively new, is a source of immense fear, doubt and uncertainty.
Customer gain
Minimise the risk of food safety scandals, and other potentially damaging negative news stories
Relevant value papers
Maintain brand integrity by creating the new, optimised, high-quality products consumers love
Relevant value papers
Grow brand positivity by strengthening the ESG profile of your company and brand
Relevant value papers
ESG: Resource scarcity – confectionery
ESG: Resource scarcity – dairy
HEADLINE HEADLINE
FEATURE
Twice as effective as lecithin in substituting the rheology effect of cocoa butter
BENEFIT
Up to 8% cocoa butter savings compared to chocolate not using lecithin
(up to 4% savings compared with lecithin)
