Keller’s Resonance Pyramid for NESCAFÉ
NESCAFÉ is a historical brand and considered to be the leader in instant coffee field. It is also a creative brand and attracts young people.
NESCAFÉ’s brand performance is very good. It is not only popular for the instant coffee but also fresh coffee. And products of NESCAFÉ are usually with affordable prices so they are available for most consumers.
However its brand imagery cannot fit consumers’ social needs because it is a universal brand with low price.
About brand judgment, NESCAFÉ 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.
Consumers’ feeling about NESCAFÉ is like a daily friend with creative ideas and give you an energetic day.
NESCAFÉ creates many campaigns to make the brand resonance with its consumers. For examples, ‘Good Morning World’ is a campaign features real people at breakfast from different countries starting their day with a mug of NESCAFE to give people an energetic day.
Reference: http://www.nescafe.com/post/take-an-exclusive-behind-the-scenes-peek-at-our?id=133074895706§ion=main-page