Creating and launching a new product range

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When consumers decide to buy something, they not only want to know what they are buying, they also want to be confident of having made the right choice. Branding plays a key role in this decision-making process. A brand is part of a product’s tangible features. It is a term, name, sign, symbol or design which identifies a product with a seller and thus differentiates it from those of competitors. Although the process of analysing consumer behaviour is complex, research reveals that shoppers develop a series of attitudes and beliefs which influence their decisions. In the majority of cases, choosing a specific brand is not based on luck. Consumers buy a particular brand because they have confidence in that product’s features, benefits and qualities. Perhaps the greatest challenge of branding is to create a series of meanings for a brand and then to develop product ranges which respond to consumer demand and match or further develop these meanings. This case study focuses on Jeyes, a household name which creates a series of attributes, beliefs and values in the minds of consumers. It examines the value of the Jeyes name and shows how the business has been revitalised through the process…

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