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Nestum vs private labels: a renewed identity for Nestum
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Orientador(es)
Resumo(s)
This research has the main goal to recommend a renewed brand identity for
Nestum, the leader in the milk&cereals’ segment, to face the growing competition of
private labels in this segment which are gaining market share at Nestum expense. To
reach this renewed identity a detailed market analysis including nutritional information
of products will be performed, including also the brand audit and the brand image
collection of the different brands. To collect the brand image parents but also children
(the main consumers of Nestum) will be taken into account when measuring brand
image. Consequently, several methods used in child consumer behaviour and in brand
management will be reutilized to measure brand image from a children point of view.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Children consumer behaviour Nestum brand identity Brand image Private labels