Recommendations for the Future Positioning of Carman Kitchen Firm
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Recommendations for the Future Positioning of Carman Kitchen Firm
The assessment of a firm’s brand equity is a vital strategy in predicting its future performance in line with its management over a particular duration. In the case of Carman’s Kitchen firm, consumer-based brand equity meaning portrays the firm as being consistent in responding to unique customer needs, but in a way that reduces brand identity. Similarly, the company’s perception identifies the brand as being diverse and lacking consistency and continuity in product categories and brand promotional strategies. The firm attributes the inconsistency to the lack of enhanced communication between the consumers and the business.
Generally, the company has not managed to establish a better brand identity due to the diversity of the products available to customers. For instance, Museli Bar offers different flavors which consumers tend to associate with (Carman’s Kitchen.com, 2020). Similarly, many kitchen products available to customers makes it difficult to associate the Carman’s Kitchen with specific products. Even though the customers’ perception of brand equity is that Carman is consistent in brand communication, there is a lack of distinctiveness in the brand elements and marketing programs such as promotion, people, price, and place. For instance, there is no distinction between the old generation’s promotional strategies and the approaches targeting the young generation of buyers.
Overall, the brand management of Carman’s Kitchen has been sub-optimal for a long time in the past. The limitation results from a lack of enhanced communication with customers. Additionally, the lack of universality and distinction between the needs of old and young consumer generations limits brand equity. Finally, the brand image of the firm lacks a clear consistency with its identity.
Based on the above evaluation, Carman’s Kitchen can consider some measures to rejuvenate and revitalize its brand. Mainly, the firm should strengthen brand recognition among customers by enhancing communication with customers, which can succeed by encouraging more feedback sharing. Brand logo and packaging need modification to match the desired brand cultur, hence, enhanced brand identity. Thirdly, the management should foster interaction of the brand with a younger generation. Targeting young people gives the company a more extensive customer base and identity in the future (Coelho et al., 2018). The business should implement the suggested strategies in totality to transform brand performance over the next five years.
References
Carman’s Kitchen.com, (2020). Museli Bars. Retrieved from https://www.carmanskitchen.com.au/product-category/muesli-bars/
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.