Marketing Brand Management - Birds Eye Fish Fingers

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Task 2: Brand : “Captain Birds’ Eye Fish Fingers”

Part 1: Evaluate the importance of branding in this market:

Theory of branding:

When companies sell products, they want to distinguish their products from the others available in the market. Therefore they give it a name which encapsulates the characteristics of the product which makes it different from others, such as packaging, ingredients, benefits etc.). Thus a brand is created.

It is important to know that a “brand” is a name given to a product by its manufacturer, whereas the name given to a product by a retailer is an “own label”. But in any case, the different name enables the consumer to identify the product and the values associated with it. Then they match these values with their own values and the characteristics they are looking for in a product. For ex: a consumer who gives much importance to saving money may go for a brand which promotes itself as proving economy.

Also if the consumer likes a product, he/she will find it easier to pick it out in the market every time they shop. If they don’t like it, they can avoid it easily.

The fish and sea food market is a market in which fresh quality and taste is very important to consumers. Consumers cannot judge taste and freshness every time they go shopping if there is no brand name to differentiate each product. They can’t taste each product before buying. So once they try each brand maybe once, and decide which one they like best they can easily make their future purchase decisions without having to experiment again and again.

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This is why branding is very important in this market, because providers who provide good quality can be identified and the ones who do not provide good quality or taste can be avoided.

Part 2: Show how your brand has been leveraged.

What is leveraging?

Leveraging a brand means making the most out of its goodwill. According to the theory presented by David Aaker, a brand can be stretched and extended and co-branded with other brands so that the maximum value can be achieved from the brand.

He suggests the following ways of leveraging a ...

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