The Breakfast Club Initiative by Kelloggs Assignment

The Breakfast Club Initiative by Kelloggs - Assignment ExampleBrand record is defined as the range of traits and characteristics that differentiate the make from its competing brands (Pearce and Robinson, 2010). If there is a high threat of competitive rivalry in the market that a company operates in, then that company batch develop a competitive edge for its product through brand personality. Brand personality push aside guide the development of a marketing shamble and the communications process is conducted accordingly. Consumers are more comfortable with purchasing a specific brand if its personality is similar to their own. Therefore brand personality can increase a products market share. In order to face a competitive threat, a company and its products must develop confirmatory public awareness. This objective is achieved through the development of a brand personality. A brand personality enables consumers to identify with a specific brand. Kelloggs brand personality is d efined by its multi-platform campaign to communicate with internal and external stakeholders. The internal stakeholders overwhelm Kelloggs employees while the external stakeholders include schools, the media, parents, MPs and the public. Through sundry(a) channels of communication, Kelloggs promotes its brand personality of emphasizing the importance of breakfast to school children. This is incorporated in the Help give a child a breakfast campaign launched in October 2011. Kelloggs product personality is represented through its support for breakfast clubs. Important components of Kelloggs product personality include emphasizing the importance of breakfast, on the positive impact of breakfast clubs and its support for breakfast clubs since 1998 through Kelloggs Corn Flakes. By combining the two concepts of brand and product personalities, the company has aimed to get its message across to the charge audience. Kelloggs brand and product personality have enabled the company to expr ess and represent itself to the target audience.