Purpose – In recent years, the world food market has undergone an accelerated process of concentration and consolidation. These intensive processes increase the competitive advantage of operating activities on the global market and are the result of numerous changes in the period of new economy. What is the meaning of brand management and how is it dealt with in practice? What is the importance of positioning in the light of brand image and identity? Which are the ways to measure the brand strength with the aid of the brand potential index (BPI) and to identify the characteristics (key drivers) which have the greatest influence on brand strength? All these are questions for which this paper seeks to provide answers. Design/methodology/approach – The answers to the research questions were gained using the GFK target positioning research with which a brand analysis of high‐volume products was carried out in the light of its key characteristics: brand as a product, opportunities and risks involved in the brand on the market, competition analysis, analysis of brand's personality, target group analysis (market segmentation), and marketing cluster analysis. Findings – Based on the case study, the paper demonstrates the applicability of the research in the process of brand evaluation, determining the positioning and communication guidelines on the example of food products brands. Originality/value – The paper is important in identifying the sources of brand value.
Journal of Product & Brand Management – Emerald Publishing
Published: May 29, 2009
Keywords: Brand image; Brand identity; Food industry