Endorsement Strategy
Endorsement Strategy
As more value is being injected into the Danone heritage brand, we want that value to ‘travel’ across our brands
Leverage Danone as an endorser to drive value across the portfolio
Leverage Danone as an endorser to drive value across the portfolio
So why building a Danone as an endorser?
The benefits of the Danone endorsement strategy
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VALUE & EQUITY
Drive greater value and generate reciprocal equity benefits between Danone & product brands
RATIONALISATION
Where beneficial, find potential for portfolio simplification.
COHESION
Create greater cohesion across brands.
EFFICIENCIES
Drive halo effects across the portfolio.
Danone as an endorser strategy
Leverage Danone logo as the key DBA
Reinforce Danone’s DBAs to establish them as memory structures.
Ensure simplicity in execution
Develop a solution that is easy to implement, without fundamental design changes for product brands.
Improve brand salience and portfolio shelf visibility
Ensure greater visibility for Danone on shelf to drive purchase and leadership.
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