Brand Evaluation

Abstract

In this study we try to explore the concept of brand evaluation in a holistic context. The main focus of the research is on the products and their relation with their components and product life cycle. The research also analyzes many aspects of new product development and tries to gauge its effect on a new product. Finally the research analyses the need for brand evaluation and how it affects a company in maintaining their competitive advantage.

Table of Contents

Introduction4

Discussion4

Mrs Barid's Acti-Fiber Sliced Wheat4

Components5

Product Life Cycle5

Thomas's English Muffins6

Components6

Product Life Cycle6

Udi's Whole Grain Hamburger Buns7

Components7

Product Life Cycle7

New-Product Development7

Conclusion9

References10

Brand Evaluation

“Our success is a direct result of knowing how to market a brand and having the right people representing the brand.” -Greg Norman

Introduction

Brand evaluation is a method which is designed to determine the tangible and the intangible assets of a product or organization. Brand evaluation is the process which is necessary to be conducted in order to find out the current market position and the scope of the product in a defined industry as compare to the customer satisfaction and competitor's market share. Companies are intended to carry out research on their brands so that they can formulate respective strategies to ensure growth, competitive advantage and sustainability. This research paper is going to identify the brand product components, their current stage in the product life cycle and the new product development strategies.

Discussion

Mrs. Barid's Acti-Fiber Sliced Wheat

Components

Mrs. Barid's Acti-Fiber wheat bread is a product with the main idea of serving customers with health efficiency. It is said to be a premium quality sliced whole grain bread complying the health benefits. Mrs. Barid's Acti-Fiber bread is rich in pre-biotic fiber, which promotes the growth of beneficial bacteria which aid in the digestive system and is a good source of calcium; hence, it improves digestion process and facilitates health benefits. The packaging of the Bread is recently redesigned and is available in new packaging. It is available in the 24 oz. bag in the market. Mrs. Barid's bread combines the goodness of whole grains with digestive health benefits, which is a first in local aisle (www.pressrelated.com, 2008).

Product Life Cycle

Mrs. Barid bread was the first of its kind which aid digestive system in the whole aisle. According to the marketing manager of Mrs. Barid's bread, he said that in order to stay competitive they need to come up with some unique feature and comply the demands of the customers. That is what they did in their product. According to the statistics of 2012, Mrs. Braid's bread has grown by 8.6% in 2012 with the turnover of $81.8 million. Among the 18.5% of the total market, it has 1.1%; although, the rate is relatively low but the sales are increasing, so it's a positive sign. However, the demand for the Acti-fiber bread has increased to 375% from 2005 to 2007, and because of the increasing demand and awareness among the people, Acti-Fiber bread is in the growth phase ...