Branding

Snickers: The Brand

Promises end of hunger pangs, reliable snack, fulfilling, tasty, satisfaction guaranteed

Why consumers choose Snickers as a brand?

• It is well known 
• As it is a brand name, it has lower purchase risk 
• No need to search for snickers, thus saving cost of time and money
• Consistent quality is expected.

Why sellers choose Snickers?

• The brand provides a competitive advantage
• Legal protection of product’s features
• Leads to satisfied customers

Snickers as a brand forms the basis of purchase decision among consumers and thus are a means of financial profits. 

Brand Equity:

Brand Equity of Snickers is the value, both tangible and intangible, that a Snickers adds to a product/service. (The added value a brand name identity brings to a product or service beyond the functional benefits provided.)

The customer – based brand equity focuses exclusively on the relationship customers have with the brand

The market – based brand equity aims at producing measures in dollars, euros or yen.




Strategic Brand Management:

Snickers focuses on the following points:

· Identifying and Establishing Brand Position

· Planning and Implementing Brand Marketing Programs

· Measuring and Interpreting Brand Performance

· Growing and Sustaining Brand Equity