oa Journal of Marketing - Marketers' cheat sheet - Julliette Morrison, Foodcorp

Volume 2009, Issue 10
  • ISSN : 1811-9565



Why are strong brands important when buying food?

Food is life. Strong brands in this market deliver many things. On an intrinsic and practical level, strong brands have a reputation for delivering quality, freshness, taste, availability and value. These are basic requirements for a market seeking nourishment, energy, tummy fill and the like. But food is so much more than this, strong brands are often emotionally linked to childhood experiences, they reflect who we are, tell a tale about our heritage and sometime reflect our need for status. Most people live to eat, not the other way around! Strong food brands are leaders because they understand the intimate relationship we all have with food and deliver against these needs consistently.

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