Nestum vs private labels: a renewed identity for Nestum

Abstract

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.