NESCAFE – BRAND IDENTITY PRISM (RELATIONSHIP, CULTURE)

As its Slogan states “It all starts with Nescafé” they have created a strong relationship with
customers from the start that .

 Culture − It is the set of values that governs and inspires the brand. Countries of origin,
presence of brand over geographically diverse regions, changing society, etc., play an
important role in building a brand’s culture.

 Relationship − Brands communicate, interact, transact with the consumer. It is the mode of
conduct that defines the brand. This factor is vital for service brands. For example, banking
where the cordial relationship develops faith in the customers when it comes to handling their
money with respect.

RELATIONSHIP –

 Its longevity has been built on connecting with new customers and on earning and
retaining their trust

 They emphasized more on energy of the drink, since coffee is a stimulating drink and
also describe state of mind of a person.

 The company wants to broaden consumption opportunities for coffee, getting

the product to the consumer whenever, wherever and however is wanted.

Culture - Nestle: Creating Shared Value•

 NESCAFÉ is in fact only one brand within the Nestlé family where quality goes well
beyond the product itself.

 Throughout the world and across Nestlé brands, they are involved in a broad range of
social and environmental initiatives that together make quite a difference.

 Caring about the wellbeing of others and the environment is integral to the promise of
Nescafé and improving the quality of life through good food and beverages everywhere.
The brand values are more family oriented. Advertisements usually shown family
reunions.

 Their commitment to great tasting and trusted products has and always will be tied to
our respect for the environment and the people they work with, including the farmers
who supply , employees, consumers and the communities. At Nestlé quality means
more.