helps reinforce the message and the recognition of the brand
white on a contrast background color which can be slightly altered to suit the packaging of any product N’s stroke covers all the rest of the letters to create unity letter style is strong and bold, thus represents the strength of its quality, but yet also implies sophistication of its taste through the use of Serif font. the little stroke above the letter E suddenly makes the word café be seen as one separated word The words “NESTLE” combines with the sense of fun and warmth of a “CAFÉ”
Brand Equity is the intangible added value that a brand provides to a company beyond its physical net assets
For Nestle, mother brand of Nescafe, which is established for 131 years, to create and maintain brand equity is not matter. It has seen as one of the most professional global brand .
Nescafe, especially in Thailand, is perceived to be higher-price coffee relative to its competitors due to its high image of TVC that intend to inspire C/D people by use B/C look. Target of Nescafe RTD are those C/D people.
Nescafe wants to maintain its image of cool and trendy
The key messages of Nescafe TVC tend to inspire and encourage those C/D people to become B/C group. Its promise is keeping people active throughout the day. However, Nescafe cannot say its promise directly in the TVC because it may raise conflicts with FDA. So it can only convey through the use of emotional appeal.
According to TVC tone and manner of higher-class perception, people have higher-price perception of Nescafe in mind relative to its competitors. People are willing to pay more.
Ambition flirter “ Your cup your way, Your day your way” 2007 22-17—Life seeker “ Your day doesn’t really start until you have your Nescafe Red Cup” 2006 25-28—Spirit seeker “ Wake up the spirit with Nescafe Red Cup” 2005 Target Year Young cosmopolitans with contemporary lifestyle “ Better coffee with better morning” 2008