Question

What kind of marketing research might have led Muller to adopt a strategy that was contrary to the style used by existing yoghurt brands in the UK?

The brand acts as a focus for all marketing activities; consumers identify with brands and have a mental image of what the brand means not only in terms of its utilitarian values, but also in terms of intangible values such as prestige, value for money or self-image. For example, research shows that in blind taste tests most people prefer Pepsi Cola to Coca-Cola, but when they are able to see the can or bottle (and hence identify the brand) most people prefer the Coke.

For many years, managers have recognised that such brands have a value that is independent of the physical product and most firms have tried (for internal accounting purposes) to place a value on the 'goodwill' generated by the brand

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