International Branding Effectiveness: The Global Image of Nestlé's Brand Name and Employee Perceptions of Strategies and Brands

Much has been written about the effects of various branding strategies involving the use of brand names, logos, fighting brands, and links of branding to the success of certain products, however, little attention has been paid to the success of branding strategy based on employee perceptions. This s...

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Bibliographic Details
Published in:Journal of global business issues 2009-07, Vol.3 (2), p.17
Main Authors: Banutu-Gomez, Michael Ba, Coyle, Patrick T, Ebenhoech, Sandy J, Fallucca, Kevin A, Minetti, Chris M, Sarin, Michele M
Format: Article
Language:English
Subjects:
Brand image
Brand names
Co-branding
Consumer goods
Consumers
Employees
Hypotheses
Logos
Marketing
Perceptions
Studies
Success
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Summary:Much has been written about the effects of various branding strategies involving the use of brand names, logos, fighting brands, and links of branding to the success of certain products, however, little attention has been paid to the success of branding strategy based on employee perceptions. This study explored various employee perceptions within the Nestlé Corporation, such as branding strategy, importance of the name, effect on sales, and costs vs. benefits of the company logo on their perceptions of the global image based on both current and future branding. The results indicate that stand alone brands owned by Nestle may not necessarily need to carry the Nestle brand name for success in the marketplace and that there would be more benefits of adding the Nestle logo to struggling brands than costs, based on employee opinions. There is a statistically significant and positive relationship between the collective global image of Nestle, based on current brand offerings, and the over-all branding strategy. This suggests that Nestlé's current global image based on their brands is a product if the collective perception of its employees. [PUBLICATION ABSTRACT]
ISSN:1931-311X