Brunsø, Karen5; Andersen, Karina B.4; Grunert, Klaus G.5; Kjeldal, Sue-Ellen4
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 unknown5 Department of Management, Aarhus BSS, Aarhus University
Multiple branding is becomming more and more common in the food sector. In this study, we use as an example Minimælk, a low fat organic milk manufactured by Arla Foods in Denmark. The product carried the Arla Foods brand, a seperate brand for Arla Foods' organic product line, a generic brand for organic products, and finally the name "Minimælk", which in itself has achieved brand-like status. We measure associations by number, valence and uniqueness, and relate the to brand equity as measured by a conjoint task. We believe that this methodology is suitable to clarify how various brand components in a multiple branding context contribute to the overall product value as perceived by consumers, and that the word association methodology is worthwhile for diagnosing reasons for these contributions.