Department of Management

A study on brand confusion in the milk sector

Research output: Contribution to conferencePaperResearch

  • Department of Marketing and Statistics
  • MAPP - Centre for Research on Customer Relations in the Food Sector
Multiple branding is becomming more and more common in the food sector. In this study, we use as an example Minimælk, a low fat organic milk manufactured by Arla Foods in Denmark. The product carried the Arla Foods brand, a seperate brand for Arla Foods' organic product line, a generic brand for organic products, and finally the name "Minimælk", which in itself has achieved brand-like status. We measure associations by number, valence and uniqueness, and relate the to brand equity as measured by a conjoint task. We believe that this methodology is suitable to clarify how various brand components in a multiple branding context contribute to the overall product value as perceived by consumers, and that the word association methodology is worthwhile for diagnosing reasons for these contributions.
Original languageEnglish
Publication year2002
Publication statusPublished - 2002
EventMarketing Communication Strategy: Marketing Communication Strategies in a Changing Global Environment - Hong Kong
Duration: 22 May 200224 May 2002

Conference

ConferenceMarketing Communication Strategy: Marketing Communication Strategies in a Changing Global Environment
CityHong Kong
Period22/05/200224/05/2002

    Research areas

  • MAPP, Branding, Brand equity, Food sector, Organic milk, Arla Foods, Minimælk, Consumer perception, Brand

See relations at Aarhus University Citationformats

ID: 32333053