Hershe Y S: Brand Audit

HERSHE
Y’S
Brand Audit
Rebecca Buddingh, Robyn Wolfish, Stephanie Carpenter, Stanley Ho, Winnie

Xu
POSITIONING
POSITIONING STATEMENT
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
Hershey’s is the only

Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
chocolate candy brand in the
Salience
Performance
Imagery
United States that offers low
Judgments
Feelings price, convenient, easy-to-find
Resonance
5 P’s
IMC products uniquely associated
Brand Elements
Secondary Sources
Competition
with feelings of nostalgia and
Mental Maps
Points of Difference the idealized American dream.
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
PERCEPTUAL MAP
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map
Convenience versus Quality
Core Brand Values Note: The ratings for Hershey’s and the competing brands
Brand Mantra
Brand Strength
are based strictly on quantitative survey findings
CBBE Model
Quality
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources Convenience
Competition
Mental Maps
Points of Difference
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
POINTS OF PARITY AND
Positioning
Positioning
vvvStatement
POINTS OF DIFFERENCE
Perceptual Map
Points of Parity,
vvvPoints of
Difference
Consumer Profile
Brand Mantra Target Market:
Mental Map
Core Brand Values
Young Americans, ages 17 to 25; Generation Y
Brand Mantra
Brand Strength Nature of Competition/Category:
CBBE Model Class: Prepackaged food
Salience
Performance Category: Candy
Imagery Type: Chocolate
Judgments
Feelings
Resonance Points of Parity: Points of Difference:
5 P’s
IMC -- Used for snacking or -- “American” image
Brand Elements baking -- Nostalgic, heritage brand
Secondary Sources
-- Sweet and indulgent -- Low price enables daily
Competition
Mental Maps -- Consistent quality consumption
Points of Difference -- Associated with holidays -- Sold in different types of retailers
Consumer Equity Rating (ie: Halloween, Valentine’s -- Associated with S’mores
Equity Rating & Day) -- Identifiable by Hershey
vv Summary Kisses
-- Enjoyed by people of all
Suggestions for -- Hershey, PA
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ages
-- Variety of types -- Entertainment & resorts
CONSUMER PROFILE
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map The typical Hershey’s
Core Brand Values
Brand Mantra
consumer is:
Brand Strength - Young and/or
CBBE Model
Salience - Youthful
Performance - Loves chocolate
Imagery
Judgments - American
Feelings - Family-oriented
Resonance
5 P’s
- Happy
IMC - Fun
Brand Elements
Secondary Sources
- Middle Class
Competition - Conservative
Mental Maps - Frugal
Equity Rating &
vv Summary
* Descriptors taken directly from
Suggestions for
v survey respondents
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Appendix
BRAND MANTRA
MENTAL MAP
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile Positive
Brand Mantra Associations American
Mental Map S’mores Almonds
Core Brand Values Milk
Brand Mantra Fun Chocolate
Brand Strength
CBBE Model
Salience Bite Size Brown
Performance Rectangles
Imagery
Judgments
Feelings
Resonance Yummy Cheerful
5 P’s
IMC
Brand Elements
Secondary Sources Kisses Syrup
Competition
Mental Maps
Points of Difference Craving Affordable
Consumer Equity Rating Strong
Equity Rating & Candy Bar Family Classic
vv Summary
Average
Suggestions for Weak
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Appendix Note: Associations based on survey responses
MENTAL MAP
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile Negative
Brand Mantra Associations Cheap
Mental Map
Core Brand Values Bland
Brand Mantra Fattening
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings Too Sweet Unsatisfying
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps Low
Plain
Quality
Consumer Equity Rating Strong Bad
Equity Rating & Aftertaste
vv Summary
Average
Suggestions for Weak
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Appendix Note: Associations based on survey responses
CORE BRAND VALUES
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map
Strong Favorable Unique
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model - Kisses - Cheerful - Kisses
Salience
Performance - Yummy - Yummy - S’mores
Imagery
Judgments - Cheerful - Affordable - American
Feelings
Resonance - Milk - Classic
5 P’s
IMC Chocolate - Syrup
Brand Elements
Secondary Sources - S’mores - Almonds
Competition
Mental Maps - Candy Bar - Bite-Size
Points of Difference Rectangles
Equity Rating &
vv Summary
Suggestions for
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Appendix
BRAND MANTRA
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map Emotional Descriptive Brand
Core Brand Values Modifier Modifier Function
Brand Mantra
Brand Strength
CBBE Model American Chocolate
Salience Hershey’s Cheerful Classic Product
Performance
Imagery
Judgments
Feelings • Cheerful: Based on survey results, Hershey’s ranked significantly
Resonance higher than its competitors on the cheerful brand imagery descriptor.
5 P’s Through its IMC efforts, it is clear that the culture of the company is to
IMC spread joy through chocolate.
Brand Elements
Secondary Sources • American Classic: According to one survey respondent, “Hershey’s
Competition has the classic, good ole’ American vibe.” The word “American” was
Mental Maps mentioned numerous times by respondents in their description of
Hershey’s products.
Equity Rating & • Chocolate Product: Hershey’s was established in the nineteenth
vv Summary century as a chocolate manufacturing company. “Chocolate” was the
Suggestions for most common response to the qualitative questions about the word
Improvement “Hershey’s” on the survey.
Appendix
BRAND STRENGTH
CBBE MODEL
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Strengths
Brand Mantra :
Mental Map Brand Salience:
Core Brand Values Hershey’s is extremely well-
Brand Mantra known in the chocolate category
Brand Strength and the favorite chocolate brand
CBBE Model for about 1/5 of consumers.
Salience Additionally, Hershey’s has a
Performance 75% likelihood of repeat
Imagery purchase among respondents.
Judgments
Feelings
Resonance
5 P’s
IMC Brand Performance:
Brand Elements Consumers indicate that they
Secondary Sources
purchase Hershey’s chocolate
Competition because of its low price,
Mental Maps convenience, easiness of
purchase (available in grocery Brand Imagery:
Consumer Equity Rating stores, convenience stores, Hershey’s has a wide variety of usage
Equity Rating &
superstores, etc.) and large situations (S’mores, cooking, snacking),
vv Summary
variety of products. associations with holidays and an
Suggestions for
exceptionally high sense of nostalgia and
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history.
Appendix
CBBE MODEL
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Weaknesse
Brand Mantra s:
Consumer Judgments:
Mental Map
Core Brand Values Though consumers trust
Brand Mantra Hershey’s as a company, they
Brand Strength question the quality of the
CBBE Model products. Hershey’s is not
Salience usually preferred when premium
Performance chocolate brands are available,
Imagery but considered “a quick fix for a
Judgments chocolate craving,” as one
Feelings respondent said.
Resonance
5 P’s
IMC
Brand Elements Consumer Feelings:
Secondary Sources
Hershey’s fails to evoke strong
Competition feelings among consumers.
Mental Maps
Levels of happiness and
satisfaction are raised slightly
Consumer Equity Rating Consumer Brand Resonance:
after consuming Hershey’s
Equity Rating & Though Hershey’s consumers exhibit some
vv Summary
products, but does not
behavior loyalty, they do not actively engage
compare to competitors in
Suggestions for with the brand or recommend it to others.
other feeling categories.
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Appendix
BRAND SALIENCE
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra Depth:
Mental Map
Core Brand Values When asked to name the first three chocolate brands
Brand Mantra that come to mind, 85% of survey respondents listed
Brand Strength Hershey’s in the top three, while 61% listed Hershey’s
CBBE Model first. Therefore, Hershey’s has a high degree of
Salience
unaided recall and strong associations in the chocolate
Performance
Imagery  category.
Judgments
Feelings
Resonance
5 P’s
Breadth:
IMC - Also on the survey, 22% of people listed Hershey’s as their favorite
Brand Elements
Secondary Sources chocolate brand.
Competition - When asked to rank Hershey’s against its competitors in “likelihood to
Mental Maps purchase in the future,” Hershey’s came in 2nd place (after Ghirardelli), but
was least likely to be ranked last by respondents.
Equity Rating & - 84% of people said they had purchased a Hershey’s product within the last
vv Summary 6 months, and 75% said they were “likely” to purchase Hershey’s again. This
Suggestions for is an extremely high margin of purchase consideration.
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Appendix
BRAND PERFORMANCE
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile Primary Characteristics and Supplementary
Brand Mantra Features:
Mental Map On average, survey respondents listed “taste” and “quality” as
Core Brand Values their two top considerations when purchasing chocolate.
Brand Mantra
Brand Strength
 However, Hershey’s ranked last among competitors in both the
categories of “quality” and “taste.” On the other hand,
CBBE Model Hershey’s was the clear winner in the categories of
Salience convenience, variety of product line and transferability across
Performance Product: cultures.
Imagery
Judgments
Hershey’s was heavily favored over competitors when survey respondents were
Feelings asked whether or not they trusted Hershey’s and the company’s chocolate
Resonance manufacturing abilities.
5 P’s
IMC Style and Design:
Brand Elements When asked about packaging, the average respondent was neutral about
Secondary Sources Hershey’s packaging (it did not evoke positive nor negative feelings). In regards to
Competition the design of the product itself, consumers enjoy the breakable pieces and small
Mental Maps portions.
Points of Difference Price:
Consumer Equity Rating When compared to competitors, Hershey’s was listed as the least expensive or
Equity Rating & most affordable by a large margin of difference. Respondents cited affordability as
vv Summary one of the best aspects of Hershey’s products.
Suggestions for
Improvement Respondents ranked Hershey’s first among its competitors in: variety of products, convenience, affordability
Appendix and transferability, and last in quality and taste. They were neutral about the packaging design.
BRAND IMAGERY
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile User Profiles:
Brand Mantra
Survey respondents identified Hershey’s consumers as youthful,
Mental Map American, family-oriented, holiday-oriented, conservative, frugal,
Core Brand Values happy, fun and average.
Brand Mantra
Brand Strength
CBBE Model
 Purchase and Usage Situations:
Hershey’s is unique in that it has the largest variety of uses. The
Salience majority of survey takers said they use Hershey’s for snacking,
Performance baking and making S’mores. Alternatively, Dove and Ghirardelli
Imagery were used mainly for snacking, while Nestle was used almost
Judgments exclusively for baking.
Feelings
Resonance Personality and Values:
5 P’s In a list of personality attributes (sophisticated, old-fashioned, conservative, youthful,
IMC cheerful, feminine, outdated, popular), Hershey’s ranked far ahead of its competitors in
Brand Elements the following categories: Old-fashioned, Conservative, Cheerful, Popular
Secondary Sources
Competition History, Heritage and Experiences:
Mental Maps In addition to the personality attributes above, Hershey’s ranks significantly higher than
Points of Difference competitors in evoking memories and creating nostalgia among consumers. This might be
Consumer Equity Rating intrinsically linked to the company’s association with holidays. Many respondents said
Equity Rating & Hershey’s reminded them of their childhood or particular memories with friends or family.
vv Summary
This sense of nostalgia helps shape the company’s image. When asked the projective
Suggestions for question, “How old Hershey’s would be if it were a person?”, over 50% of people
Improvement responded with 50 or older.
Appendix
CONSUMER JUDGMENTS
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference Brand Quality:
Consumer Profile Overall satisfaction with Hershey’s chocolate ranked at 5.63,
Brand Mantra on a 7-point scale. This average lies between “somewhat
Mental Map
Core Brand Values
 satisfied” and “satisfied.” The only chocolate brand that ranked
higher than Hershey’s was Ghirardelli, with an average ranking
Brand Mantra of 6.03. This can be attributed to the perception that Hershey’s
Brand Strength chocolate is lower in quality than Ghirardelli and other premium
CBBE Model brands.
Salience
Performance Though consumers’ questioned Hershey’s quality, they did feel
Imagery that they were getting a good value because the brand is one
Judgments of the least expensive chocolate options.
Feelings Brand
Resonance Superiority: Brand Credibility:
5 P’s
IMC
Hershey’s Among its competitors, consumers listed Hershey’s as the
Brand Elements ranked last in most “trustworthy” chocolate brand. This may be attributed to
Secondary Sources superiority to its the company’s inviting approach to chocolate manufacturing
Competition competitors. (i.e. factory tours in Pennsylvania, heritage of the company,
Mental Maps etc.). For this reason, Hershey’s was also ranked high when
Points of Difference consumers were asked whether they felt the company was
Consumer Equity Rating knowledgeable about chocolate making practices.
Equity Rating &
vv Summary Brand Consideration:
Suggestions for As mentioned in the Brand Salience section, 75% of respondents
Improvement indicated that they were “likely” to purchase Hershey’s again in the future.,
Appendix
and thus where satisfied with their initial purchase.
CONSUMER FEELINGS
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra When comparing brand feelings, Hershey’s ranked
Mental Map
Core Brand Values
 second (behind Ghirardelli each time) in the categories
of “happiness,” “social approval,” “self confidence,”
Brand Mantra
“indulgence,” “sentiment” and “overcoming sadness.”
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments Ultimately, however, Hershey’s highest “feelings” ratings were in the
Feelings categories of “happiness” and “indulgence.” Respondents felt sufficiently
Resonance happier and more indulged after eating Hershey’s, but were neutral or
5 P’s unchanged in each of the other categories. This is disappointing for
IMC
Brand Elements Hershey’s as a brand because it indicates that the company has
Secondary Sources captured the “mind” of the consumer, but is failing to capture their
Competition “hearts.”
Mental Maps
Points of Difference Survey Respondents Said:
Consumer Equity Rating "Hershey's makes me happy because it reminds me of Valentine's Day
Equity Rating & and Christmas"
vv Summary
"Hershey's quality isn't as good as other chocolate brands, but I still feel
Suggestions for
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satisfied after I eat it."
Appendix
CONSUMER RESONANCE
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile Behavior Loyalty:
Brand Mantra  When consumers were asked whether they felt loyal to
Mental Map Hershey’s, the average response fell between “somewhat
Core Brand Values disagree” and “neutral.” However, as shown in lower parts
Brand Mantra
of the pyramid, 75% of people intend to purchase Hershey’s
Brand Strength again, therefore their behavior might be more indicative
CBBE Model
than their own perceived loyalty.
Salience
Performance
Imagery
Judgments Attitudinal Attachment:
Feelings
Though most consumers indicated that they “would miss Hershey’s if it was taken
Resonance
5 P’s off the market,” they showed no other types of attitudinal attachment toward the
IMC brand. As a whole, they did not agree that they loved Hershey’s products or found
Brand Elements them to be special.
Secondary Sources
Competition
Mental Maps Sense of Community and Engagement:
Consumer Equity Rating Survey respondents said they felt no connection with other Hershey’s consumers
Equity Rating & and had no interest in flaunting their feelings for the brand, recommending it to
vv Summary friends/family or purchasing merchandise with the Hershey’s logo.
Suggestions for
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Appendix
5 P’S
Positioning
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vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Tangible Benefits:
PRODUCT Intangible Benefits:
Brand Mantra
Mental Map - Hershey’s ranked higher than any
Core Brand Values - More than any of its competitors, competitor in variety of products.
Brand Mantra Hershey’s can be used on multiple Consumers cited Hershey’s Milk, Dark and
different occasions. The majority of Cookies and Cream chocolate bars, syrup
Brand Strength
CBBE Model
respondents said they use Hershey’s for: and other Hershey’s brands (Kisses,
Salience Snacking (84%), S’mores (82%) and Reese’s, Kit Kat) as reasons they enjoyed
Performance baking/cooking (63%) Hershey’s.
Imagery
Judgments - Consumers’ response to package design - When rating Hershey’s brand
Feelings was neutral. They did not feel that standard performance, respondents listed Hershey’s
Resonance brown and silver foil packaging evoked as more “trustworthy” than competitors.
5 P’s positive feelings or was more effective than The heritage and American origin of the
IMC the competitors. company lead consumers to believe
Brand Elements Hershey’s is knowledgeable about
Secondary Sources - Respondents ranked Hershey’s last in chocolate.
chocolate-quality, tying with Nestle. Multiple
Competition - Respondents ranked Hershey’s much
Mental Maps respondents felt that Hershey’s was “plain,”
“dull” and/or “bland.” higher than competitors in convenience of
attaining the products.
Consumer Equity Rating - Many respondents mentioned that they
Equity Rating & - When asked if they were loyal to
enjoyed the portion size of Hershey’s. The
vv Summary Hershey’s, the average respondent said
chocolate candy bars come pre-portioned
Suggestions for they were “somewhat unloyal.” However,
into smaller rectangles, making servings of
Improvement 84% have purchased a Hershey’s product
chocolate easier to consume.
within the last six months, and 75% said
Appendix
they were at least “likely” to do so in the
5 P’S
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
PRICE
Brand Mantra
Mental Map What respondents said about
Core Brand Values
Hershey’s uses value pricing. Products are
priced low, as not to deter customers from Hershey’s pricing :
Brand Mantra
purchasing a higher-quality chocolate. Thus, - “It tastes good and it’s
Brand Strength
Hershey’s adequately succeeds in the area cheap”
CBBE Model
Salience of price/value relationship. One of the most - “You get a lot for your
Performance common words respondents associated money”
Imagery
Hershey’s with was “affordable” or “cheap.” - “It’s a cheap choice for
Judgments a quick chocolate
Feelings
Resonance craving”
5 P’s
IMC Because of the low-price precedent set How Much Would You Be
Brand Elements by Hershey’s, consumers are less willing Willing to Spend on a
Secondary Sources Hershey’s Bar?
to pay a premium price for Hershey’s.
More than
Competition $3.01
Mental Maps
When asked how much they would be $2.01 - $3.00
willing to pay for a Hershey’s chocolate
Consumer Equity Rating $1.01 - $2.00
Equity Rating & bar, 42% of respondents said they would
vv Summary pay $1.01 to $2.00, while 33% of people $.50 - $1.00
Percentage
Suggestions for said they would only pay $.50 cents to of…
$0 - $.50
Improvement $1.00.
Appendix 0 20 40 60
5 P’S
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile PLACEMENT
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Hershey’s has a mass placement strategy (as opposed to class
Brand Strength
CBBE Model
placement) to sell its products. The chocolate is available through
Salience indirect channels, mainly retailers. Respondents said Hershey’s is the
Performance most widely-available chocolate and can be purchased at most gas
Imagery
stations, grocery stores, convenience stores, discounters, etc.
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements Push vs. Pull Strategies:
Secondary Sources
Competition Hershey’s generally relies on pull strategies, such as advertising
Mental Maps and point of purchase promotions. However, they do use push
methods such as cooperative advertising and quantity discounts in
Equity Rating &
dealings with their retailers.
vv Summary
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Appendix
IMC
Positioning
Positioning In what ways have you seen
vvvStatement Hershey’s advertised? Check all
Perceptual Map that apply.
Points of Parity, 88% TV commercials
47% Newspapers or Magazines
vvvPoints of Difference 43% in TV shows or movies
Consumer Profile
Brand Mantra
Advertising History 40% Online
28% Outdoors
Mental Map 10% mail ads/circulars
Core Brand Values TV Commercials: The majority of respondents answered they had seen Hershey’s
Brand Mantra advertised through television commercials. The most recent IMC campaign depicts a
Brand Strength chocolate “family” in a chocolate world dancing and celebrating to the song “I’ll Stop the
CBBE Model World and Melt with You.” The slogan associated with this campaign is “Pure Hershey’s.
Salience Pure Happiness.” This campaign is directly associated with Hershey’s 2009 announcement
Performance that they would increase advertising spending by 20%. Prior to this, Hershey’s launched a
Imagery series of Kisses commercials during the 2006 Holiday season, using the slogan “Happy
Judgments Holidays from Hershey’s.”
Feelings
Resonance Throughout the 1970s, 1980s and 1990s, Hershey’s commercials focused on the brand as
5 P’s the “Great American Chocolate Bar.” Images depicted cowboys, astronauts, football players
IMC and other exclusively American “heroes” eating Hershey’s candy bars. Ultimately,
Brand Elements
associations with happiness, the holidays and America have always been prevalent in
Secondary Sources
Hershey’s commercials.
Competition
Mental Maps Cooperative Advertising: In addition to a strong presence on television,
Points of Difference Hershey’s has been known to advertise products in mail circulars and newspapers via
Consumer Equity Rating companies such as Walmart, Kmart, Kroger and Target. In these circulars, food retailers
Equity Rating & highlight their best deals on items such as Coca-Cola, produce and snack foods. Hershey’s
vv Summary is often seen as an advertised item. However, respondents listed mail
Suggestions for advertisements/circulars as the location they were least likely to see Hershey’s advertised.
Improvement This can be attributed to the trend of new technologies and younger generations’ lack of
Appendix familiarity with printed media.
IMC
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Sales Promotions and Point of Purchase Promotion: Similar to
Brand Mantra
Mental Map
their cooperative advertising practices, Hershey’s is known to offer
Core Brand Values coupons as an incentive to purchase. These are distributed by mail,
Brand Mantra newspaper or even as in-store coupons. Additionally, Hershey’s utilizes a
Brand Strength fair amount of point of purchase promotions. This entails large displays in
CBBE Model grocery stores around holidays (such as Halloween, Christmas and
Salience
Performance Valentines Day), as well as in-store signs offering a discounted price on
Imagery Hershey’s chocolate items (an example of Hi-Lo pricing).
Judgments
Feelings
Resonance New Promotional Trends: Hershey’s is a company that follows the
5 P’s traditional promotion model. They rely on television commercials, mail and
IMC newspaper advertisements as well as point of purchase promotions. However,
Brand Elements
Secondary Sources
they have not yet become immersed in the “new media” trend. Hershey’s uses
their website to publicize occasional contests or other incentives to get people
Competition
Mental Maps to purchase their products. They do not maximize the potential of any social
Points of Difference media platforms; they have a limited Facebook presence and have not yet
Consumer Equity Rating established themselves on Twitter. In spite of this, Hershey’s continues to rely
Equity Rating & on point of purchase displays and in-store impulse buying to drive its sales.
vv Summary
Suggestions for
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Appendix
BRAND ELEMENTS
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile Memorability Meaningful Appealing Protectability Transferability Adaptability
Brand Mantra
-Extremely - Great - Without - -Can be - Hershey’s
Mental Map memorable meaning as the Trademarked applied to any as a brand
Core Brand Values - 85% of it is the chocolate - Easy to product transcends
Brand Mantra respondents founder’s association protect - Not specific generations
Brand Strength Name: listed name , the to candy,
CBBE Model Hershey’ Hershey’s - No initial name chocolate,
s name as one association holds food, clothing,
Salience
of the 3 first to chocolate, itself no etc.
Performance chocolate but has built special
Imagery brands they meaning value
Judgments could think of throughout
Feelings the years
Resonance - Frequent - Solely - Plain - Not - Can be used - Timeless
5 P’s association in represents - Appeal protectable on other - Not in
IMC Brown the survey the color of lies in because it is products and danger of
Brand Elements - Color of iconic chocolate traditional too basic of packaging losing
Secondary Sources Hershey’s image a color relevance
chocolate bar consumers -- Also used with
Competition associate by consumers
Mental Maps with brand competitors
- Most common - No -Well- - Officially - Able to - Shape
Consumer Equity Rating association on significant liked by trademarked create new remains
Equity Rating & Kiss the survey meaning, consumers in the food product lines, relevant
vv Summary Shape - Unique to the but has - Guilt- category such as over time
chocolate established free - Very “Hugs”
Suggestions for
market over time portion protectable
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Appendix
BRAND ELEMENTS
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile Memorability Meaningful Appealing Protectability Transferability Adaptability
Brand Mantra
- Not - No - Liked by - Not - Can be used - Can easily
Mental Map mentioned by significant consumer protectable on a wide be changed
Core Brand Values survey takers meaning s due to - Can be variety of for different
Brand Mantra -Has become a its used by chocolate products
Brand Strength Foil point of parity; easiness multiple candy (ie: dark
CBBE Model Packagin used by of companies products chocolate in
g companies opening and/or gold
Salience
such as Dove brands wrapper)
Performance
Imagery - Extremely - No - Simple, - Font is - Can be use - The font
Judgments memorable significant but not officially don any has
Block, - First meaning overly licensed products potential to
Feelings
Upperca association likable associated be slightly
Resonance se Font respondents with changed to
5 P’s gave when Hershey’s update the
IMC asked about brand if
Brand Elements Hershey’s necessary
Secondary Sources packaging
Competition -Mentioned - No - Makes it - Not a - Can be used - Won’t lose
Mental Maps Rectangle throughout the meaning easy to trademarked for some other appeal over
Points of Difference with survey for its associated consume, feature chocolate time
Bite- easy-to-eat, with the and easy - Can be products, but
Consumer Equity Rating Size, determined brand to limit used by not all
Equity Rating & Breakabl portions how much competitors
vv Summary e Pieces - Associated one
Suggestions for with making consumes
S’mores
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Appendix
SECONDARY SOURCES
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map
Hershey’s Type: Other Brands, Company
When asked what words respondents associate with
Core Brand Values
Brand Mantra
Kisses Hershey’s, the majority of respondents listed
Brand Strength “kisses” as one of their top five choices. The strength
CBBE Model of this secondary brand helps to increase brand
Salience awareness, meet the strategic goal of selling more
Performance products and provide a distinct point of difference
Imagery among competitors.
Judgments
Feelings
Resonance
5 P’s
IMC Betty Crocker Type: Other Brands, Ingredient Branding
Brand Elements
74% of respondents had purchased a Betty Crocker
Secondary Sources Products cake, cookie or brownie mix with Hershey’s chocolate
Competition
in the past. Regardless of whether they had
Mental Maps
Points of Difference purchased these products before, the average
respondent was between “somewhat likely” and
“likely” to do so in the future. Therefore, this
Equity Rating &
vv Summary secondary source association helps strengthen the
Hershey’s brand, meets the strategic goal of selling
Suggestions for
Improvement
more products and exhibits the transferability of the
Hershey’s name.
Appendix
SECONDARY SOURCES
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Other Hershey’s Type: Other Brands, Company
Mental Map Brands: According to the survey, all of these secondary
Core Brand Values
Brand Mantra Reese’s, Almond brands were ranked as well liked among consumers.
Overall, consumers were very favorable toward
Brand Strength Joy, Bliss, Kit Kat Reese’s and Kit Kat. Though these brands don’t
CBBE Model
Salience specifically bring attention to the Hershey’s brand
Performance name—like Hershey’s Kisses does—they do provide
Imagery more profit for the company.
Judgments
Feelings
Resonance
5 P’s Type: Other Brands, Company
IMC
Hershey,
55% of respondents knew that Hershey’s was
Brand Elements
Secondary Sources Pennsylvania headquartered in Pennsylvania. Though this was
not as high as expected, the location association
Competition
Mental Maps
does help to bolster the American image of the
Points of Difference company. The association with Hershey, PA allows
for a tourist attraction and theme park—uniquely
Equity Rating & pushing the product to American consumers.
vv Summary Additionally, Hershey’s has proactively branded
Suggestions for Hershey, Pennsylvania as “the sweetest place on
Improvement earth.”
Appendix
COMPETITION
MENTAL MAPS
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Strong
Equity Rating & Average
vv Summary Weak
Suggestions for
Improvement
Appendix
POINTS OF DIFFERENCE
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength - Most widely used - Strong - “The woman’s
CBBE Model
Salience
chocolate chip association with ice chocolate”; most
Performance - “The baker’s cream sundaes feminine brand
Imagery
Judgments chocolate”; not - Decadent, upper- available
Feelings used as much for
Resonance
class chocolate - Strongest
5 P’s snacking brand association with
IMC Valentines Day
Brand Elements - International - San Francisco
Secondary Sources recognition heritage (due to heart
Competition shape)
Mental Map - Strong - Premium pricing
Points of association with hot - Fortune
Difference
chocolate messages/quotes
Equity Rating &
inside wrappers
vv Summary
Suggestions for
Improvement
CONSUMEREQUITYRATING
EQUITY RATING AND
Positioning
Positioning
vvvStatement
SUMMARY
Perceptual Map
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Overall Equity Rating: 7
Brand Strength
CBBE Model CBBE Model: Hershey’s is extremely successful in the lower half of the CBBE pyramid, but
Salience fails to build equity in the three upper regions: consumer feelings, consumer judgments and
Performance consumer brand resonance. Hershey’s could benefit from improvement in these categories.
Imagery
Judgments 5P’s: Overall, Hershey’s 5 P’s are strong. The price and placement strategies are near perfect
Feelings and, although quality is sometimes questioned, consumers understand the product and the
Resonance needs it is meant to fulfill.
5 P’s
IMC IMC: Hershey’s has relied on a traditional IMC model: advertising through television
Brand Elements commercials and in-store sales promotions. Hershey’s has developed a good relationship with
Secondary Sources retailers over the years, but fails to draw consumers in through its communication practices.
Competition
Mental Map
Brand Elements: One of Hershey’s biggest problems is a lack of brand elements. Though
Points of Difference the name and color have built equity, they have no consistent slogan or character like their
competitors do (ie: consumers link Nestle products with the rabbit that is on its packaging, and
Consumer Equity Rating the slogan “the very best”). Hershey’s has failed to capture the consumers in this regard.
Equity Rating &
vv Summary Secondary Sources: Hershey’s has done a fantastic job of leveraging the brand through
Suggestions for ingredient branding, its sub-brands, the attraction of Hershey, Pennsylvania and amusement
Improvement park. These secondary sources keep the brand as a top-of-mind association among
Appendix consumers.
SUGGESTIONS FOR
Positioning
Positioning
vvvStatement
Perceptual Map
IMPROVEMENT
Points of Parity,
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra - Introduce a new line of premium products comparable to Ghirardelli
Brand Strength and Godiva; there is a market for these products among the target
CBBE Model audience we surveyed
Salience
Performance - Play off nostalgia in IMC efforts (like television advertisements)
Imagery
Judgments - Utilize the company’s American heritage in communication with the
Feelings consumer; highlight the company’s longevity and trustworthiness on a
Resonance
5 P’s new and improved packaging design
IMC
Brand Elements
- Use new media (the Internet, social networking, etc.) to engage
Secondary Sources consumers through contests and an ongoing dialogue; this will help to
Competition improve brand resonance
Mental Map
Points of Difference Improvement Ideas from Respondents:
Consumer Equity Rating • “Improve the packaging to make it more visually appealing”
Equity Rating & • “Create a more expensive and sophisticated dark chocolate brand that is less
vv Summary sweet than the traditional milk chocolate”
Suggestions for • “Make the image younger”
Improvement • “Improve the taste of plain milk chocolate bars”
Appendix • “The Hershey’s Kisses need a richer taste”

Hershe Y S: Brand Audit

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HERSHE

Rebecca Buddingh, Robyn Wolfish, Stephanie Carpenter, Stanley Ho, Winnie

Hershey’s is the only

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