Task 1

Suns and Satelites Analysis

Nestle Brand Essence Framework

Brand Mantra

Task 2

Aaker (1991) defined brand equity as a set of brand assets and liabilities linked to a
brand. The name and symbol add or subtract from the value that provided by a
product or service to a firm or the customers. Assets (Liabilities) of brand equity that
he proposed are brand awareness, brand associations, perceived quality, brand loyalty
and other proprietary assets.

The customer-based brand strength approach to brand equity suggested by Keller

(1993). He proposed that brand equity represents a condition in which the customer is
familiar with the brand and recalls some favorable, strong, and unique brand
associations. To create a strong brand building process, Keller (2001) outlined a
model named The Customer-Based Brand Equity (CBBE). The CBBE model
highlights four key levels to create a successful brand as illustrated on the pyramid
(See Appendix 1). These four levels are brand identity, brand meaning, brand
responses, and brand relationships. Besides the four levels, there are six building
blocks of the pyramid that can help the brand building processes. There are brand
salience, brand performance, brand imagery, brand judgments, brand feelings, and
brand resonance.

There are some advantages for the firms in using the CBBE model. According to Rajh
(2002), a brand will have higher customer-based brand equity as brand awareness
increases to a higher level, consumer’s hold stronger, and more favorable and unique
brand associations. Keller (1993) also stated that positive customer-based brand
equity could lead to financial rewards to the firms such as creating greater revenue,
lower cost, and higher profit. Keller (1993) added that successful customer-based
brand equity has direct implications for the firm’s ability to command higher prices, a
customer’s willingness to seek out new distribution channels, the effectiveness of
marketing communications, and the success of brand extensions and licensing
opportunities.

The Saucy Fish Co

Brand Identity
Achieving the right brand identity involves creating brand salience that relates to
aspects of customer awareness of the brand (Keller, 2001). Brand Salience for Saucy
Fish Co divided by two categories:
Recognition:
 The Saucy Fish Co. has won a Healthy Food Award for its best-selling Salmon
with Chili Lime and Ginger Sauce. (Fishupdate, 2014)
 The Saucy Fish Co being awarded as a Cool Brand 2014 (Coolbrandsuk, 2015)

Recall:
 The use of School of Fish program in the advertisement encourages people that
even kids can cook a delicious and healthy food quickly.
 Simple Logo & brand name of The Saucy Fish.

Brand Meaning
There are two categories to describe brand meaning of Saucy Fish Co., which is
Brand Performance and Imagery.

Brand Performance:
 Excellent Quality
 Innovative and reliable seachill product
 Attractive packaging which can easily mark that people buy both fish and the
sauce
 Many kinds of fish and sauce available

Imagery:
 Easy to Cook
 Quick
 Good for health
 Modern food
 Easy to find on large supermarket

Brand Responses
Brand responses refer to how consumers think and feel about the brand (Keller,
2001).

Brand Judgement:
 High Quality Seafood Product
 Easy to Cook
 Quick Serving

Brand Feelings:
 Cool
 Fun
 Simple
 Healthy
 Happy and excited

Brand Resonance
Brand resonance is the main focus and priority on decision-making (Keller, 2001).
The brand resonances of Saucy Fish Co are:
 Consumers will likely to repeat their first purchase
 Consumers will likely to try more than one variations of Saucy Fish Co
 Saucy Fish Co become the number one choice for Consumers in the fish chiller
tray

Task 4

What is Celebrity Endorsement?

Celebrity Endorsement is an individual who uses their public recognition on behalf of

a brand by appearing with it in the marketing communications activities (McCracken,
1989). In the marketing communication activities, the celebrity mostly acts as an
actor, spokesperson, endorsement, or to give a testimonial of the brand (Erdogan,
1999).

The purpose of performing a celebrity endorsement is to influence the effectiveness of

advertising, brand recall, brand recognition, purchase behavior, and even purchase
intentions. Till (2008) demonstrated his research that celebrity endorsement leads to a
favourable attitude towards the brand. Moreover, research from Spry (2009) indicated
that celebrity endorsement is an effective tool for building brand equity. According to
Carroll (2015), there are four key conceptual frameworks on celebrity endorsement,
which is Source Credibility Model, Source Attractiveness Model, Meaning Transfer
Model, and Match-up Hypothesis.

Nigella Lawson

Nigella Lawson was born on January 6th, 1960, in England. Her career as a writer
about cuisine started when she was appointed as a restaurant criticism for The
Spectator Magazine in 1985. Later on, she eventually gained a responsibility for the
bimonthly food column for the New York Times. Moreover, she was also selected as
a food editor at British Vogue (Thebiography, 2015).

Her book with the title “How to be a Domestic Goddess” address her to be named as
the Author of the Year by the British Book Awards. In total, her books were sold
more than six million copies worldwide (Foodnetwork, 2015). Besides being a writer,
she was also a presenter at several TV programs.

Recently, the public was surprised by the fact that Nigella humiliated by her husband
(Daily Mail, 2015). Since then, she got huge groundswell sympathy from the public
(Express, 2013). Eventually, after the divorce, Nigella sets to get back to the industry.
Deliberating the various occasions, the company should move forward to become a
part of Nigella comeback.

Considering her reputation as the best selling cooking book author and a famous
television host for her distinctive philosophies on cuisine, Nigella will be the perfect
celebrity for achieving the company objectives (See Appendix 1 for Nigella Lawson
Picture).
The Involvement with The Saucy Fish Co.

One of the important issues that rile the company is that the similarity of the products
in the market. As a matter of fact, The Saucy Fish Co. confront with Aldi recently for
the case of copycat (DWF, 2014). The case ended with Aldi has to put down their
product from the shelves (Smee, N. 2014). To anticipate the same problems in the
future, the company needs to create a new brand strategy.

To Differentiate and Add Value

According to Riezebos (2003), there are two fundamental concepts on which every
brand is based. The two factors are differentiation and added value. Analyzing the
problems faced by The Saucy Fish Co., it is assumed that these two variable needs to
be maximized. To achieve the objectives, performing a celebrity endorsement should
be necessary.

The broad segment of the Saucy Fish Co. product needs a differentiation to
distinguish its product from another brand. It is believed that performing a marketing
communications activities can be used to differentiate the product. By maximizing the
exposure of Nigella through advertisement and by placing her picture in the product
cover, it will increase the differentiation of the product from another product on the
market shelves.

Added value refers to the fact that the brand has more value to offer than the bare
product. The brand must position itself as a meaningful brand to the customer
(Riezebos, 2003). With the availability of Nigella, it can bring flexibility to the brand
on developing a strategy to build added value to the brand.

For the functional value, one example is that the company can make a competition for
their customer, and later on the winner can have the privilege to cook with Nigella.
On the other side (non-functional value), by giving a role to Nigella Lawson as the
brand ambassador for The Saucy Fish Co., it can give trustworthy to customer about
the quality of the product, considering the reputation of Nigella in the food world.

Source Credibility Model

Source Credibility Model refers to a message perceived from a source that from an
expertise to show trustworthiness (Kelman and Hovland, 1953). It is assumed that
high credibility sources created more attitude change than low credibility sources
(Tormala, 2006). Therefore, considering the reputation of Nigella Lawson as a book
writer, she will play a role as a spokesperson in the radio interview, press conference
television, and print advert to build trust about the product from the customer
perspective.

Source Attractiveness Model

The effectiveness of delivering the message depends on the source attractiveness to

the respondent (Ohanian, 1990). To get the attention from the consumer, Nigella will
act as an endorser in the Saucy Fish Co. advertisement.
Meaning Transfer Model

McCracken (1989) proposes that the company must transfer the meaning from
celebrity to the brand in order to drive the endorsement outcomes. One example is the
age and the gender of Nigella suits the main buyers for the brand. Therefore, if the
company could successfully align the brand with the celebrity, later on Nigella
Lawson affiliates will influence consumer beliefs and attitudes towards the brand.

To Build Brand Equity

Brand Equity is a set of assets and liability linked to a brand (Aaker, 1991).
Moreover, he divides it into a group of five categories, which is brand awareness,
brand assets, brand loyalty, perceived quality, and brand associations (see Appendix 2
for the model). The role of the Nigella Lawson will be discussed below.

1. Brand Awareness
Brand Awareness refers to the presence of the brand in customer mind (Aaker,
1991). To build the awareness of the product, Nigella Lawson will be on the
cover of The Saucy Fish Co. It is believed that the presence of Nigella on the
ad will increase the remembrance of the ad in the respondent mind (See
Appendix 3 for Visual).

2. Brand Loyalty
Nigella Lawson is a worldwide famous celebrity. With the loyalty of her fan
base, it is expected that her fans will follow Nigella by eating The Saucy Fish
Co. instead of another brand. This can bring additional sales to the company.

3. Perceived Quality
It is believed that the presence of Nigella Lawson in the brand marketing
activities will show the customer about the quality of the product. Considering
that the product is food, the customer will be confident to buy the product.
Nigella Lawson will give testimonial in the advert about the quality of the
product.

4. Brand Associations
The best way to build the brand equity is by associating a public figure as a
spokesperson (Keller, 1993). Therefore, with the credibility of Nigella Lawson
as a prominent figure in the food world, the brand must be linked to Nigella
Lawson through repeated exposure.