The Sweet Secret to Nestle’s Global Branding Success

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Posted on February 10, 2016, at 10:00 p.m.
by Mackenzie Lyng.

When you think of Nestle brands, you probably envision tasting the flaky, peanut-butter-flavored center of a Butterfinger or smelling freshly baked Toll House cookies. But the Swiss food conglomerate’s products do more than just satisfy a sweet tooth. Nestle’s international branding success has turned the company into a leading force in the global consumer market.

As the world’s largest food manufacturer, Nestle is deeply committed to serving its loyal customers. Nestle’s corporate promise of “Good Food, Good Life” provides customers with delicious, healthy food choices, while contributing to a consumer’s quality of life. In today’s increasingly complex digital world, sustainable brand equity and consumer engagement are imperative to strong modern branding. So how does the maker of everything from Purina Dog Chow to NESCAFÉ successfully maintain its global brand empire?

BuildingNestle’s iconic bird’s nest serves as the company’s official coat of arms worldwide. However, the famous icon falls second behind the company name. For Nestle, name recognition yields greater international success than a visual trademark.

NESCAFÉ Marketing Associate Aisha Coradin said the name is naturally more recognized than the corporate logo. “The name Nestle is incorporated more prominently across a multitude of brands in different consumer categories,” Coradin explained. “By default, the name becomes more recognizable than the small nest logo.”

editedNescafeDue to the culturally diverse nature of Nestle’s global audience, the Nestle name carries different connotations across the world. “Some of categories are stronger in different markets,” Coradin said. “We are associated with some much-loved brands abroad.”

With a rich history in food and nutrition science, research drives Nestle’s product development and innovation. Research provides the foundation for Nestle to respond to consumer and business needs.

Angie Yoshimura, communications manager at Nestle USA, explained how research is essential in any kind of marketing, regardless of audience. “Research allows you to examine a particular market and assess what drives that market’s consumer behavior,” Yoshimura said. Research not only provides market and consumer insights; it also is an investment that pays off.

Coradiin described how a small investment in research is highly profitable. “One dollar in research is worth $100 every time.” Coradiin said. “For example, NESCAFÉ Clásico’s partnership with international singer and actor Ricky Martin was a result of understanding consumer needs and then finding a celebrity with values that matched those of the brand.” Specific research for NESCAFÉ Clásico’s celebrity endorsement included reviews of past performances, historical data on successful promotions and public opinion polls on celebrities aligned with target consumers.

From an organization founded on the success of infant formula, Nestle has become the global leader in nutrition, health and wellness. Nestle’s globalization has helped to improve millions of lives in over 197 countries. So how does Nestle successfully communicate across social, cultural, ethnic, religious and linguistic backgrounds. Coradin blames products themselves.

“In any medium you may have a linguistic constraint, but the only tool that fully discounts that is the product itself,” Coradin said. “When a consumer tastes, touches and views our products they can discern the quality and the care that is put into each product before it touches their mouths. This is why quality and safety are of the utmost importance for the company.“

In a global market, brands must translate to different languages and cultures. The rise of smart, mobile and social technology breaks down traditional communication channels and transforms how brands effectively speak to modern consumers. In a highly interconnected world, international brands face new challenges as they look to succeed in the global market.

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