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According to Kapfere's brang identity prism and the inforation from the official website of Nescafe, here comes Nescafe’s Brand Identity Prism.
NESCAFÉ is proud to be an integral part of the history of instant coffee. It all started in 1930 when the Brazilian government first approached Nestlé to find a way to preserve its huge coffee surpluses. So NESCAFÉ really has a long history in producing instant coffee.
And it does not mean NESCAFÉ is an old brand. It is always thinking about creating new and great coffee for consumers. It uses consumer feedback to help them improve products and develop delicious new coffees. What’s more, it has a long-term perspective that it hasn’t only thought about the coffee customers enjoy now. The future of coffee is under threat, due to climate change, crop disease. NESCAFÉ is working with more than 1 million farmers to make sure customers can always find their favourite NESCAFÉ at an affordable price.
Reference: http://www.nescafe.com/our-coffees
https://en.wikipedia.org/wiki/Nescafé