We will write a custom Essay on Kellogg Company’s Brand and Marketing Communication specifically for you
301 certified writers online
Define Kellogg’s brand personality
According to Keller (1993 p. 3), brand personality is the set of human characteristics a brand possesses in a given market. Brand personality refers to a description of how a brand represents or expresses itself. The symbolic use of a brand is possible because consumers tend to associate brands with certain human personality traits (Keller 1993, p. 4). In its simple definition, brand personality is a description of how a brand ‘behaves’ and ‘speaks’ in a market. To develop a brand personality, marketers have to assign their brands some human personality traits or characteristics to achieve brand uniqueness.
Discuss Kellogg’s brand and product personality
Kellogg’s uses a brand personality that motivates its customers. It encourages consumers to ensure their children take breakfast before going to school. In this way, it has associated the brand with certain human personalities. First, the brand will is associated with good health, quality of life, and children’s ability to learn. Secondly, by sponsoring breakfast clubs in the UK, the public will associate the brand with value, care for the children, and uniqueness (Martins 2000, p. 36). This makes the brand look unique in the eyes of the consumers. Besides, the brand triggers human emotions that make the customers recognize its uniqueness. By supporting and sponsoring breakfast clubs in the country, Kellogg’s will become a brand associated with comprehensiveness according to the opinion of customers. The brand creates a personality that generates its emotional character within the minds of the customers.
Define communication concept
Communication concept involves a marketing strategy in which customers are encouraged to test the brand and have a first-hand experience, which in turn creates an image of the brand in their minds. The experience emphasizes the brand image and core message to the target customers. The customers then develop a different perception of the band, where they associate the brand with a certain experience and uniqueness.
Discuss Kellogg’s campaign
Kellogg’s campaign aims at making the customers gain an experience with the brand before purchasing. The campaign creates a direct relationship between the public and the brand. By sponsoring breakfast clubs in schools, Kellogg’s provides the customers with a first-hand experience. Secondly, by sponsoring breakfast clubs, the brand communicates itself as a part of society and a product that is friendly to the children and society. It attempts to communicate itself by creating a public feeling that the brand is out to improve children’s health and future. In turn, this persuades the customers to take the company’s flakes brands as a way of supporting their community.
How does Kellogg’s influence consumer socialization and how will it succeed in persuading the parents to teach their children that Kellogg’s is a must in their breakfast meal?
By definition, consumer socialization refers to a process through which marketers instill some knowledge, skills as well as attitudes to young people. These skills, knowledge, and attitudes must be relevant to the young people’s functioning in the market (John1999, p. 184). Marketers use this strategy to create brand awareness and consumer behavior among young people. The primary aim is to make the young people have experience with a brand. In turn, the experience creates a need for the product.
In the case of Kellogg’s advertisement, the company has focused on consumer socialization by considering the schoolchildren as the main target group in the market. By sponsoring breakfast clubs in local primary schools, the company instills some skills, attitudes, and knowledge about the need to have breakfast before going to school. The strategy also makes the children understand why eating flakes in the morning improves their health and enhance their ability to learn and grow. Also, ensuring that employees interact with the children by enjoying flakes with them, the children develop a perception that a Kellogg’s breakfast is the best thing they can take to improve their health and learning. Moreover, by providing the children with free Kellogg in their breakfast clubs, the company instills the knowledge that the children need to care for their health.
The acquisition of knowledge, skills, and attitudes among the children will be a success to Kellogg’s because the children will have the first-hand information that their health depends on how they eat. The children will not only learn that taking breakfast is good for their health but also gain a perception that eating Kellogg’s is the best thing they can do to improve their health.
By involving the public, the MPs, the parents, media, and schools in its efforts to make the people understand the need for the children to take breakfast in the morning, Kellogg’s will succeed in persuading the parents to feed their children with Kellogg’s every morning. This is possible in various ways: First, the experience the children will gain from the breakfast clubs in their schools will make them realize that they need flakes in the morning (John1999, p. 186). They wild therefore request their parents to include Kellogg’s in their morning diet. Secondly, the parents will gain an experience with the brand when they participate in the various breakfast functions in schools, which will then encourage them to include flakes in every diet served to the children in the morning. Finally, the media and the political leaders included in the advertisement campaign will create a public awareness that informs the people to provide their children with Kellogg’s flakes every morning
List the five advertising appeals. Explain one of them by picking a brand of your choice and how would you promote it.
- Classified advertising
- Emotional words
Euphoria is one of the most effective techniques of advertising. It involves the use of events that creates euphoria (John1999, p. 184). It is possible to create euphoria through announcing discounts and free offers during certain events such as holidays. Besides, organizing social events and supporting some social groups creates euphoria and appeal to the buyers. Buyers feel the need to be part of the section of people benefitting from the offers.
In this case, the breakfast club strategy is an example of an advertising technique that creates euphoria. When the company and its employees interact with the children and their parents during breakfast clubs, the children and the parents gain experience with the brand. When the company organizes similar events in several primary schools, social events will attract a large number of participants from the public. This will in turn create euphoria, where every parent will feel the need to be a member of the people benefitting from the events.
John, R, 1999, ‘Consumer socialization of children: A retrospective look at twenty-five years of research’, Journal of Consumer Research, vol. 26 no. 3, pp. 183–213
Keller, D, 1993, ‘Conceptualizing, measuring and managing customer-based brand equity’, Journal of marketing vol. 57, pp. 1-2.
Get your first paper with 15% OFF
Martins, J 2000, The Emotional Nature of a Brand: Creating images to become world leaders. Cengage learning, Mason, OH