Boston: Well known food brands hold many families sway to their recommendations on what is good and what is not under the garb of promoting healthy food culture. This attitude has really got under the skin of many consumer lobbies that are unable able to digest the ingredients, labeling and marketing strategies of these so called household brands.
Is that what brand building is all about? Adopting a sure shot strategy of appealing to the sensibilities of consumers, the big brands garner big bucks in the process. Trying to delve deep into the background of success stories charted by big brands, James Tillotson, PhD, MBA, professor at the Friedman School of Nutrition Science and Policy at Tufts University, says "mega-brands maintain their strong grip on our diet because consumers, food companies, and supermarkets are intertwined in a symbiotic relationship that yields great benefits for all three."
Tillotson has made a reference to the big brands as "fortress brands" because of their consistency in holding fort with their market share against rivals. In his words, "In spite of a deluge of popular press coverage in recent years about pros and cons of following the Dietary Guideline recommendations, consumer surveys continue to report that taste still trumps all other rationales in motivating food purchases by catering to our strong liking for sweets, fats and oils, and salt. Mega-brands are inherently the most-wanted by consumers, so supermarkets must have them to sell. Brand preferences are often passed from grandparents to parents to children and are deeply ingrained in our eating culture."