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An examination of the corporate brand image of Nestlé: differences between german and portuguese millennials’ perceptions
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This work project’s main objective is to investigate the Nestlé corporate brand image among
Portuguese and German millennials and to further analyze the key drivers which are responsible
for substantial perceptual differences. Online-structured questionnaires and in-depth interviews
were used. The online questionnaire was answered by 351 German and Portuguese millennials
of different educational backgrounds providing two main insights: Firstly, the German
millennials ranked the Nestlé corporate brand image significantly lower than the Portuguese
millennials and secondly, the level of education has a significant impact on the corporate brand
image in both countries: the higher the educational level, the lower the corporate brand image.
The subsequent interviews with 27 participants provided further insights on the corporate brand
image formation with particular focus on the negative corporate brand image of German
millennials. The interviews revealed that the German educational plan together with the
recommended class material serve as a pillar to introduce a first critical perspective and analysis
on Nestlé to German millennials. This leads to the formation of a negative corporate brand
image of the company Nestlé which the German millennials capture and maintain without
revising it.
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Nestlé Brand image Corporate brand image Personality scale