Lizzury Rodriguez
September 5th, 2008
RCS-362-01
883875655
BRAND IDENTITY ANALYSIS
SPECIAL K
September 5th, 2008
RCS-362-01
883875655
BRAND IDENTITY ANALYSIS
SPECIAL K
* Core Identity
Special K stands for people who want to loose weight and take care of their body, especially to women.
Value offering: Special K is a cereal that offers a hope to loose weigh in a healthy way. It proposes an entire way of life, trying to convince us that if we eat it twice a day, drinking water and making exercise, we will be as thin as we have dreamed to be.
Users: Women on the age of 18 to 35 years
* Extended identity
Convenience: The brand has been promoting their own Special K Diet
Challenge, which give us an extra impulse to start eating its products, because we only have to follow the diet.
Slogan: here is an example: "2 bowls… 2 meals… 2 weeks try the slimmer waist for summer challenge".
Product scope: nutrition, satiety, health.
Subbrands: Special K consist of many different types of products, such as cereal, snack bars, water iced tea, and these are available in all kinds of flavors as chocolate, red berries, fruit & yogurt, vanilla almond, etc.
Brand personality: exciting, cool, energetic, beautiful. The red brand color signify sensuality, is a color that wants to provide confidence to women by feeling sexies and beautiful.
Logo: A red letter K that looks in good shape. The logo makes me think that you can get a smaller waist because at least in Mexico, on the cereal boxes, the K has a measuring tape tight around the waist.
Country of origin: The trademark Kellogg’s Corn Flakes which owns the Special K brand, began in Battle Creek, Michigan, USA in 1906. The fact that the country of origin is the USA, mean to me that is a really good product, which his has been proved. It makes me think that is a trustworthy product and that you can consume it without harming yourself.
Convenience: The brand has been promoting their own Special K Diet
Challenge, which give us an extra impulse to start eating its products, because we only have to follow the diet.
Slogan: here is an example: "2 bowls… 2 meals… 2 weeks try the slimmer waist for summer challenge".
Product scope: nutrition, satiety, health.
Subbrands: Special K consist of many different types of products, such as cereal, snack bars, water iced tea, and these are available in all kinds of flavors as chocolate, red berries, fruit & yogurt, vanilla almond, etc.
Brand personality: exciting, cool, energetic, beautiful. The red brand color signify sensuality, is a color that wants to provide confidence to women by feeling sexies and beautiful.
Logo: A red letter K that looks in good shape. The logo makes me think that you can get a smaller waist because at least in Mexico, on the cereal boxes, the K has a measuring tape tight around the waist.
Country of origin: The trademark Kellogg’s Corn Flakes which owns the Special K brand, began in Battle Creek, Michigan, USA in 1906. The fact that the country of origin is the USA, mean to me that is a really good product, which his has been proved. It makes me think that is a trustworthy product and that you can consume it without harming yourself.
* Value preposition:
Functional benefits: good- tasting products. There are several varieties and presentations of Special K’s bars and cereals that apart of the original, other flavors are included.
Emotional benefits: Trying for a healthier lifestyle, and feeling more comfortable with yourself and with your appearance as long as the diet is being completed.
The Aaker’s model refers to the brand awareness, it means the degree in which people can or can not recognize a brand. The brand awareness pyramid is divided into top of mind, brand recall, brand recognition and unaware of the brands. I think that the great majority of people are able of recognizing it. I were asking some of my friends what ideas do they have about Special K and what’s is the first thing that comes to their minds when they hear the brand name and they said the following…”Special K is a brand that express a healthy way of living. It represents the importance of looking out for your body”…”The colors of Special K make girls identify this brand to a more feminine and personal way to eat snacks”…”When I think about Special K, I imagine thing girls on a diet. I don’t like the brand because I don’t like the idea which it stands for.”…”Being thin is not necessary being healthier.”
Functional benefits: good- tasting products. There are several varieties and presentations of Special K’s bars and cereals that apart of the original, other flavors are included.
Emotional benefits: Trying for a healthier lifestyle, and feeling more comfortable with yourself and with your appearance as long as the diet is being completed.
The Aaker’s model refers to the brand awareness, it means the degree in which people can or can not recognize a brand. The brand awareness pyramid is divided into top of mind, brand recall, brand recognition and unaware of the brands. I think that the great majority of people are able of recognizing it. I were asking some of my friends what ideas do they have about Special K and what’s is the first thing that comes to their minds when they hear the brand name and they said the following…”Special K is a brand that express a healthy way of living. It represents the importance of looking out for your body”…”The colors of Special K make girls identify this brand to a more feminine and personal way to eat snacks”…”When I think about Special K, I imagine thing girls on a diet. I don’t like the brand because I don’t like the idea which it stands for.”…”Being thin is not necessary being healthier.”
I really think that in this era, where appearance and being slim is such an important thing, women are getting obsessive with the idea of achieve this objective, that’s why products that are offered in market like Special K are being successful because they promote a healthier lifestyle and at the same time are shaping bodies.
“Our history.” Kellogg’s. 2007: 1st paragraph. September 4th, 2008. http://www.kelloggcompany.com/company.aspx?id=39.
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