Nestle's Creating a Shared Value Strategy: Branding and Rebranding in Nutrition and Wellness
Overview
This paper analyzes Nestle's strategic rebranding initiative from 1981-2005, examining how the company transitioned into a nutrition, health, and wellness company. The analysis explores the importance of branding in strategic marketing, the justification for Nestle's rebranding decision in response to health criticisms, and the broader implications of brand repositioning for company value and market share.
What this coursework covers
- Question 1: Importance of branding in strategic marketing and Nestle's rebranding initiative toward nutrition and wellness
- Question 2: Justification for Nestle's rebranding decision and its necessity in response to health concerns and market pressures
- Discussion of brand recognition, investment appeal, and the optional nature of rebranding strategies depending on market conditions
Preview
Nestle’s Creating a Shared Value Strategy
Name of Student
Institution
Nestle’s Creating a Shared Value Strategy
Question 1.
Branding is an important factor in strategic marketing because it tells customers what they should ponder to get from a business. It also creates a memorable expression on the minds of your customer. A brand is the corporates image in the public. For Nestle, their branding is quite very clear on what they want for their customers. Nestle, rebranded its vision towards becoming a nutrition, health and wellness company between the years 1981 and 2005 (Nestle). The move was to add nutritional standards to consumer tastes while reducing sugar, salt and fat in their product. The main aim was to increase the nutritional value of these products while maintaining a shared value strategy. This created a new image for Nestle in their customer's view which is what their target was. At the same time, changing into a nutrition, health and wellness company further increased their market share and brought about critics which they dismissed saying it is their responsibility to provide “tastier and healthier product in all categories they are present.” (Porter, Kramer, Herman, and McAra, 2017). Rebranding into a Nutrition, health and wellness provided Nestle with new customers and brought back those who had stopped using their products after the blames that their products caused obesity.
It is an agreeable fact that all companies should brand themselves and catchy titles that is in line with what they want to provide.