Brand Management and Positioning of Bega Cheese

Bega Cheese

BEGA CHEESE 1
Brand Essence
Bran essence is a core characteristic of brand which makes it different from its
competitors.
Brand vision and mission
The mission of the brand is to become the icon in the Australian Diary Industry. In
order to achieve the vision, the brand develops the mission statement and it is adopting the
changes in order to build the future (Bega, 2019a).
Brand management
Brand management is a function that helps to promote the product line or brand value
over time. It is observed that the Bega Cheese is extremely disciplines in terms of into the
cash and capital management. The company gives respond to the domestic Australian market
for new products in order to attract the large number of people towards it services. The
company interact directly with the farmers in order to manage the supply and to ensure the
quality of milk so that the customer will get the high satisfaction (Bega, 2019c).
Brand positioning
Bega Cheese is in the position to take the advantage of growth opportunities in the
dairy and food (Australian Food News, 2013).

BEGA CHEESE 2
(Source: By Author)
The company provides the healthy product with the affordable prices as compare to
its competitors.
Brand strategy
The company adopts the flavouring strategy, pricing strategy, advertisement strategy
in order to grab the high market share in the market. The business strategies of the company
help the brand to grab the high market share and also help to attain the competitive advantage
in the market.
Brand explanatory
Brand explanatory is the analysis of the consumer prospection towards the brand. It is
essential to conduct the insight research in order to acquire consumer’s feelings and
perceptions. Bega Cheese is considered as the one of the fast growing food companies as it
has high demand of consumers towards it services. The brand signed the various contracts for
Brand
Positinoning
Expensive
Healthy
Affordable
Less Healthy
Bega
Cheese
The a2 milk
company
Bellamy
Organic