Peperami is investing heavily in its category to broaden appeal and showcase the brand as being far more than its traditional product.
Investment in marketing has helped PepsiCo improve “perceived value”, meaning it has been able to raise prices without losing customers.
There is an “evident loophole” in rules allowing brands to create “pester power” for sugary products through packaging which appeals to children, says Action on Sugar.
Batchelors grew revenue by 20% in its most recent financial year, something which brand director Naomi Shooman attributes to continued investment, consistency, innovation and its ability to tap into new occasions.
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
The brand value of UK companies fell 14% this year, compared with 1% growth in 2022, according to BrandZ’s latest UK ranking.
Boohoo expects revenues to decline by between 12% and 17% in its full 2024 financial year but says it remains committed to investing in marketing for the long-term health of its brands.
Gender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.