MG624 Strategic Marketing: Brand Performance & Imagery - Creams Cafe

This report provides an analysis of Creams Cafe's strategic marketing approach, focusing on its brand performance and imagery. It discusses Creams Cafe's franchising model and its impact on expanding the business, including its entry into markets like Poland. The report also evaluates the challenge...Read More

MG624 Strategic Marketing

TABLE OF CONTENT
MAIN BODY...................................................................................................................................3
Identification of brand, its performance and brand imagery........................................................3
REFERENCES................................................................................................................................5

MAIN BODY
Identification of brand, its performance and brand imagery
Creams cafe which is a UK based small-sized firm is known to be the first UK franchise
which took over the 2 years of meticulous research for planning and establishments. Franchise is
a business which gives licence of its operations to another business for its products and services.
It is considered to be the essential for the growth of the product, brand and knowledge in
exchange for a franchise fee. It is the franchisor that grants the business licence for the growth of
its business. For an organization such as Creams cafe which is does a small business it is a very
effective way of expanding its name across different markets. It is known as a unique and
independent food brand that aims to hold the aesthetically valuing of the peace. It is a franchisee
which is unique and has it own independent food brand. This business is known for a black and
purple colour scheme alongside its distinctive lightings which influences the customers towards
enjoying the trendy and unique look of design and feel. It has a wide range of food items in its
menu in which there is a presence of sundaes, smoothies, juices and desserts which contain
recipes that indulge in flavours which can be experiences. This is a franchisee which is open
during any time of the day and is considered to be suitable for all sorts of age group.
Its main objective is to become a leader and be the consumers main brand of choice in the
gelato/coffee segment. This business franchisee is able to gain a very signifiant share for the
QSR which is being quick service restaurant in the gelato/ coffee market. This business is able to
deliver a better results that allows the delivery of stakeholders in the top quartile of the QSR
sector. Creams cafe utilizes the strategy of establishing golden standards for better experiences
from the customers. Its main aim is to stretch the brand's compatibility format for products and
distribution of points through franchising in different areas. It aims to grow the brand presence
through a franchisee centric mix. It is considered to be the main reason behind the development
of the company (Angle and et.al., 2017). The performance of this organization in UK has been
with multiple ups and downs that has created doubts in the ways in which it impacts the
organizational operations. It has been suffering due to the Covid impacts due to which its
business has experienced very bad results. It is said that that due to the operations of this
business the management of the organization has been in loss. The franchising methods of this

business has allowed the organization in expanding its business in the other markets such as the
Poland. In Poland this brand would have to face issues if it directly entered the market. However
through a franchising method the business is able to increase its business through expansion
which helps the organization in the development of the business practices (Mete and Davies,
2017). Brand Imagery is known as that aesthetic appearance which the brand has for its core
towards messaging. It is that idea about the brands operations which helps the in understanding
the what is seen, touched, tasted and smelled for the brand's imagery. It can be said as the
connection of the messages from the company and their connection with the target audience such
that they have strong feelings towards encountering the brand imagery. This is important as it is
the complex conglomeration of the different images that make shows the feel of the company.
APPLICATION OF CUSTOMER BASED BRAND EQUITY MODEL
Customers based brand equity model is model which used for showing the success of the brand.
There are different CBBE models out of which the best known model is the Keller Model.
This model is the pyramid shaped which shows the ways in which the business can build a strong
foundation of their brand identity towards their sufficient and positive relationship.
The application of this model in the Creams Ltd for its expansion in Poland can be used with the
help of understanding the sufficiency of the positive relationship with the customers.
This model divides four levels such as,
Brand Identity : It is the establishment of brand name in the market. For this company getting the
customers in Poland to recognize its brand. This can be done through franchising in which the
utilization of the marketing campaigns can be very effective practice.
Brand meaning :
it is also essential for the customers to understand the awareness of the brand which will
help the organization in featuring the style, reliability and durability of the customer experience.
Brand response :
According to this model understanding the response of the marketing campaign is very
important for judging the relevancy of the brand.
Brand Resonance :

Reacting to the response can help the business to develop ever better brand loyalty of the
customers.

REFERENCES
Books and Journals
Angle, J.W., and et.al., 2017. Activating stereotypes with brand imagery: The role of viewer
political identity. Journal of Consumer Psychology. 27(1). pp.84-90.
Mete, M. and Davies, G., 2017, October. A comparative study on brand image measurements. In
Global Conference on Services Management (GLOSERV 2017) (Vol. 291).