Michel et Augustin: Brand diagnosis and development

Created by two French entrepreneurs, Michel et Augustin company expanded in the fields of yogurt, dairy desserts, biscuits, crackers, fruit juices and these products are now available in mass market stores in spite of their high prices. Specialist in event and social networks communication, Michel et Augustin broadcasted for the first time in 2014 a TV and movie theatre commercial.
The company wishes to develop internationally. But what does this brand represent, what is its identity according to the famous Kapferer's prism, what is its central core and peripheral system according to Géraldine Michel? What does it represent in the eyes of consumers, what is its legitimacy, its positioning? And what could we recommand in order to ensure its sustainability and its internatinal development?

- Analyse and understand why a brand has to be managed like a product range.
- Sensitize to the notion of brand identity according to Kapferer's prism
- Sensitize to the notion of brand image according to the principle of associations and central core and peipheral system as explained by Géraldine Michel
- Sensitize to the notion of brand legitimacy
- Sensitize to the notion of brand positioning
- Master the tools of brand analysis
- Formulate strategic recommandations on brand management in order to ensure its growth and sustainability especially internationally

Brand - Brand identity - Brand image - Brand legitimacy - Brand positioning

Students in Bachelor 3, Master 1 and 2 in Marketing Management, Brand management and MBA (Executive MBA) - University , Business Schools

Grocery

- PPT : debriefing (50 slides)

Année de la problématique : 2016

Livraison : Livraison par lien de téléchargement

Nombre de pages : 49 avec 20 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures ((4 heures))

Code du secteur d'activité : 15 - Industries alimentaires