3 simple questions for each brand to go through at a market level
Danone endorser strategic framework
ENDORSEMENT IMPACT
Would a Danone endorsement negatively impact purchase intent or brand image (both ways)?
EQUITY RELATION
Is the brand strength of Danone Heritage brand higher than the product brand for the foreseeable future?
SIMPLIFICATION THROUGH MIGRATION
Is the core offer in line with Danone heritage brand (similar benefits, consumer targets & occasions), with low incrementality?
Danone endorser strategic framework
Danone endorser strategic framework
Danone endorser strategic framework
Suggested data source for each strategic question
Danone endorser strategic framework
Endorsement Impact
Image pack study w/ and w/p the Danone endorser logo to assess any potential risk
Recommendation
PRS InVivo study as per the below
Alternatives
Similar study to PRS InVivo (if PRS not possible, then any study on Danone brand image perception - less recommended)
PRS InVivo output example
Equity relation
Equity data to assess and compare the brand strength
Recommendation
BHT (Brand Health Tracker)
Alternatives
Brand Z, local brand trackers
BHT output example
Simplification through migration
Data to assess a brand’s role within the total portfolio
Recommendation
1. Brand tree and Brand JTBD
2. Portfolio Strategy exercise for brand mapping against Occasions and Consumer Targets
Brand tree and JTBD template
3 Danone endorsement examples
- Migration into heritage brand
- Danone endorsement
- No Danone endorsement
Next steps after the decision-making progress is finalised
Decision of migration
Engage with the Danone Heritage brand team
Decision of endorsing with Danone
Refer to the on-pack guidelines document
Masterbrand
Tools for CBU assessment of the Danone endorser implementation readiness
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