Assignment 6.21. Select a brand. Try to do an informal brand.docx

Assignment 6.2
1. Select a brand. Try to do an informal brand value chain
analysis. Can you trace how the brand value is created and
transferred? What is the role of the multipliers?
2. Pick a product category. Can you profile the brand
personalities of the leading brands in the category using Aaker’s
brand personality inventory? An example of this is
automobiles and I could select a model for each category.
Sincerity (Down-to-earth, honest, wholesome, and cheerful)
Excitement (Daring, spirited, imaginative, and up-to-
date)
Competence (Reliable, intelligent, and successful)
Sophistication (Upper class and charming)
Ruggedness (Outdoorsy and tough)
Note: since an automobile was used as an example, do not use
it. Thank you.
3. Daily Deal Email Exercise
- Select a specific company and provide a brief description.
Coupon sites cannot be chosen.
- Is the company currently offering some type of Deal of the
Day? If so, discuss current promotions.
-Create a Deal of the Day promotion for five consecutive days
(Monday through Friday). Each daily deal has to be unique.
Some natural things to consider are product and price but you
can be creative. Make sure the deals are realistic for the
company chosen.
-Design a message for the email subject line that varies
-Provide the company URL

Please note: this is not a lengthy assignment but much thought
needs to go into it. Do not repeat current deals. Set up as
follows:
Day 1 Email Message subject line:
Deal of the Day:
Day 2 Email Message subject line:
Deal of the Day:
(Repeat for day three through five)
Table of Contents
I. Brand Brief
i. Executive
Summary………………………………………………………………
………...3
ii. Company
History………………………………………………………………
…………….4
iii. Company
Details…………………………………………………………………
…………..5
iv. Product Related
Attributes…………………………………………………………...
…6
II. Brands and Businesses
i. Complete Brand
Portfolio……………………………………………………………….
.7
ii. Campbell’s Soup
Company………………………………………………………………
8
i.
Portfolio………………………………………………………………

…………....8
ii. Product Line
Information…………………………………………………..8
III. Communication, Pricing, Distribution
i.
Communications……………………………………………………
……………………...13
ii.
Pricing.………………………………………………………………
………………………....14
iii.
Distribution…………………………………………………………
……………………….15
IV. Brand Exploratory
i. Customer
Knowledge……………………………………………………………
……....16
ii. Sources of Brand
Equity………………………………………………………………..1
7
iii. Sports &
Culture………………………………………………………………
……………18
iv.
Endorsements…………………………………………………………
………….………...19
v.
Philanthropy…………………………………………………………
……….………..……19
vi.
Competition………………………………………………………….
…………………..…..21
i. POP vs.
POD………………………………………………………………...…

..22
V. Customer Based Brand Equity
i. CBBE
Pyramid………………………………………………………………
……………....22
ii. CBBE
Exploratory……………………………………………………………
…………....23
VI. Recommendations
i. Recommendation #1- Respond to Cultural
Changes……………………….24
ii. Recommendation #2- Canned Vegetable
Line………………………………...25
iii. Recommendation #3- Cookbook
Line………………………………………….…25
iv. Recommendation #4- Increase
Advertising………………………………...….26
VII.
References……………………………………………………………
…………………………………..28
Executive Summary
Purpose of the Report- To conduct a brand audit on an iconic
American brand by examining its brand portfolio and exploring
consumer perceptions of the company.
A 140 year old Company, Campbell’s Soup Company, has
played a role in American history, American families and
American meals. This brand dominates the soup market in
market share and sales. The equity of the brand can be found
through the company’s product lines, philanthropic activities
and its dedication to nourishing lives everywhere.
For the past 140 Years Campbell’s Soup Company has been in
business. In 1869 Joseph Campbell, who was working as a fruit
merchant, teamed up with a gentleman named Abraham

Anderson, an icebox manufacturer. These two men in Camden,
New Jersey, started what they called the Joseph A. Campbell
Preserve Company. Not unlike the current product offerings of
Campbell’s, the Campbell Preserve Company produced: jellies,
soups, condiments, mined meats and canned tomatoes
(Campbell’s, 2009).
Twenty-eight years later, a man by the name of Arthur Dorrance
was the general manager of Campbell’s. He hired his nephew,
Dr. John T. Dorrance, who was a trained chemist. Dr. Dorrance
not only made his mark on Campbell’s, but on history with his
invention of ‘condensed soup’. This invention of his proved to
be ideal. By eliminating the water in the soups, Campbell’s was
in an advantageous situation to save money on packaging costs,
shipping costs and storage costs. The condensed version was
also cheaper for consumers to buy. Originally a can cost the
customer around 30 cents, but with the invention of condensed
soup, the can was a mere 10 cents. In an uncertain economic
climate during the Great Depression, this made Campbell’s a
very attractive brand, and soup sales soared.
In 1900, Campbell’s won a gold medal at the Paris Expositions.
This gold medal is still featured on the cans today. Campbell’s
acquired Franco-American Food Company in 1915. In 1922,
Campbell’s officially made ‘Soup’ part of its corporate name
The Campbell’s soup can has become an icon of American
history, art and pop culture. In 1898 a Campbell’s executive
attended a Cornell University vs. University of Pennsylvania
football game. Struck by the red and white colors on the jerseys,
the executive went back to work and convinced Campbell’s to
adopt the red and white color scheme on their cans. The cans
haven’t changed since (Campbell’s, 2009).
There are very few companies that have been able to prosper for
as long as Campbell’s Soup Company. This brand has certainly
passed the test of time.
Company Details

Campbell’s Soup Company is a publicly traded company on the
New York Stock Exchange and is represented by the ticker
symbol CPB. Campbell’s employs 19,400 people and fiscal
year 2008 had sales of almost 8 billion dollars. Campbell’s is
ranked #309 in Fortune 500 and is part of the S&P 500
(Hoovers, 2009).
“Together we will build the world’s most extraordinary food
company by nourishing people’s lives everywhere, every day” is
Campbell’s mission. Up until 1995, Campbell’s did not have a
mission statement in the traditional sense. Campbell’s prided
itself on listening to the consumer and providing solutions to
consumers’ wants and needs (Campbell’s, 2009). By having a
publicly traded company Campbell’s has allowed its consumers
and shareholders to have an input. This has been an integral part
of Campbell’s 140 years of success. By being a public company
Campbell’s must be aware and responsive to the dynamic needs
of the consumer and the fluctuations of the market to survive.
Product Related Attributes
Campbell’s has prided itself as a family brand. Advertisements
and marketing campaigns have been designed specifically to
invoke feelings of family and home. In 1904, Campbell’s
introduced the “Campbell’s Kids”. These kids were the face of
Campbell’s up until the 1940’s. Collector’s items were made of
the ‘kids’ (Campbell’s, 2009). The Campbell’s Kids are not the
only children Campbell’s supports.
One of the biggest product related attributes for Campbell’s is
their “Labels for Education” program. For “more than 30 years,
Labels for Education has been awarding free educational
equipment to schools in exchange for proofs of purchase from
the Campbell family of brands” (Labels for Education, 2009).
Consumers simply cut the UPC’s off of the Campbell’s brand
products they are already buying and submit the earned points
for educational supplies for their schools. Consumers can sign
their own school up to be the beneficiaries of the education

points they themselves have earned. Campbell’s is providing
school equipment to over 80,000 schools and has provided over
$100 million dollars to American schools to date (Labels for
Education, 2009). This program reinforces the ‘family’
orientated nature of the company and “families and members of
the community work together for a common goal” (Labels for
Education, 2009).
Along with Campbell’s extensive product line of soups, broths,
and meals, Campbell’s also offers their brand as a collectible.
The Campbell’s logo and bright red color can be found on items
from beach towels to Christmas ornaments. Campbell’s products
are best sellers, proving that the brand is extremely powerful.
Campbell’s is a multi-billion dollar corporation that is
composed of several companies that Campbell’s has acquired or
created over the past 140 years. Campbell’s products can be
found in over 120 countries world-wide. Figure 1.0 shows the
company breakdown from Campbell’s United States
Campbell’s Soup Company is the foundation of Campbell’s. It
not only is the oldest company under the Campbell’s umbrella,
it is the company that most consumers think of when they hear
the word ‘Campbell’s’. Figure 2.0 depicts the brand portfolio
for ‘Campbell’s Soup Company’.
The Campbell’s Soup Company is comprised of 10 major ‘lines’
of products. Each line is inspired by the original condensed
soup line, but each targets a different consumer base. This
enables Campbell’s Soup Company to effectively target and
promote products to the consumer despite the numerous product
varieties and contributes significantly to their brand equity.
Campbell’s Condensed Soups- With 154 varieties this is by far

the most extensive ‘line’ Campbell’s manages. This line
includes all flavors included in such soup lines as the Lower
Sodium, Select Harvest, Chunky, Microwaveable and Kid’s
soups. The condensed soup line offers 63 additional flavors.
Products can be used as is, or they can be additions to recipes.
With such a robust selection of flavors, there is a soup for
everyone in the family. This line is suited to all types of
consumers. Condensed soups are also products of convenience.
Initially, Campbell’s targeted working mothers since they more
than any other consumer were strapped for time and needed a
way to provide quick and healthy meals for their children
(Elliot, 2009). Campbell’s saw great success in the Great
Depression due to the fact that when times get tight family
income goes first to the children. With a very affordable price
point, condensed soup goes a long way and provides a cheap
nutritional meal. The children of the depression became the
initial consumer base for condensed soups and that has since
expanded today to the families of this generation. Easily
crossing generations, Campbell’s soups have maintained a
strong market presence for more than a century.
Kid’s Soups- Campbell’s offers 12 varieties of children’s soups.
The cans are more brightly colored than the ‘traditional’ cans
drawing attention to them. Campbell’s marketing strategy for
this line has been successful. Products that are aimed at children
and mothers have stayed the course through tough economic
times. There are two objectives from marketers when it comes
to attracting kids to their products. The company must reach
directly to the children or reaching both the child and mother
(Elliot, 2009). Campbell’s is doing just this. When ‘talking’
directly to the children they are using popular cartoon
characters such as Dora the Explorer, Disney Princesses, Cars
(Cartoon Movie), and Shrek featured on the front of the cans
(Campbell’s ,2009). To maintain attractiveness to mothers the
cans are clearly labeled with health claims such as ‘made with
whole grains’, ‘low sodium’, and ‘MSG free’.

Chunky Soups and Chili’s- This line of hearty soups have been
marketed towards the consumer who wants a more substantial of
filling soup. Most promotions target men using famous football
players as endorsers.
Lower Sodium Soups- This line of soups is Campbell’s response
to the ever growing health concerns for a large portion of the
population who have high blood pressure and those who are
concerned about their sodium intake. This is particularly
strategic when marketing towards the baby boomer generation
who grew up on Campbell’s and is still very much a huge
consumer base for the company. This group however may have
health concerns that make the traditional or regular condensed
soup an unhealthy choice for them. With 10 varieties, including
the most popular varieties, Campbell’s offers its consumers both
the flavor they love with lower sodium levels.
Microwavable Soups- This line is for the person on the go. Easy
to transport, fits in most car cup holders and comes in 17
flavors, the microwaveable soup from Campbell’s provides an
extremely convenient product. Not only is this product
convenient, it is in keeping with Campbell’s low price point
making this an excellent choice for work lunches. With families
cutting down on ‘restaurant’ lunches and dinners this product
provides an affordable and healthy alternative to eating out
when on the go.
SpaghettiOs- Advertised to both children and parents,
SpaghettiOs provide a full serving of vegetables, grains and six
essential vitamins in each serving. This product provides a
quick, healthy and affordable lunch or dinner option for
families. This is in keeping with Campbell’s family emphasis
and is made in 10 varieties.

Select Harvest Soups- This line of soups has been designed for
the consumer who wants an all natural soup. With 24 varieties
this line is not only well diversified, but lacks unpopular
ingredients such as MSG and artificial flavors and colors. With
the health food craze that has captivated the nation, Campbell’s
has certainly offered a line of soups that will satisfy even the
most critical shopper. Target towards the health conscious
consumer, Select Harvest Soups continue to be healthy and
affordable.
Gravies- Campbell’s offers a line of gravies that come in 13
different varieties. From cream based gravies to broth based
gravies, Campbell’s has created a product that is a quick and
easy solution to the ever popular mashed potato and meat
dinner. Targeted towards the family ‘chef’, the gravy line is
touted as the finishing touch to your perfect dinner.
Tomato Juice- Comes in both concentrate and regular tomato
juice. Unlike Campbell’s other brand V8, this product is simply
made from vine-ripened tomatoes whereas V8 is a vegetable
blend of many different types. The tomato juice is marketed
towards the consumer who is health conscious and looking for a
high source of anti-oxidants. Much like the Select Harvest
Soups, the Tomato Juice comes in lower sodium, regular,
healthy request and organic. The 4 varieties provide a juice
source for the avid tomato juice drinker and anyone trying to
find a way to get more vegetables into their daily diets.
Supper Bakes- Supper bakes are dinner kits that require very
little preparation time and are perfect for the busy American
family. The kits come in 8 different varieties. Campbell’s
markets the product as a “wholesome delicious meal in minutes”
(Campbell’s, 2009). Using ingredients similar to their soup line
they continue to foster popular flavors of condensed soup in
new creative ways, but staying true to the convenience and

healthy attributes that are consistent across all product
offerings.
Of these 10 product offerings, Campbell’s has not only kept
competition at a distance, they have continually developed the
brand as a family brand that provides easy, convenient and
nutritional products for today’s busy families. The brand offers
a wide variety of products. However, through the diverse
offering by Campbell’s they have been able to not only weather
tough economic times, but they have developed a brand
portfolio that really addresses most consumers in the market.
The product line extensions that Campbell’s has made have
been well thought out, and have been complementary to the
existing product line. This demonstrates Campbell’s skills, and
brand equity.
Communications, Pricing and Distribution
Communications
The Campbell’s brand image has been maintained by their
family centered focus. Advertisements focus on the brand’s
convenience, health related properties, and wholesome family
nature. From the early advertisements that appeared over 100
years ago, to the ads that run today, Campbell’s has shown how
their brand is useful and a household need. Advertisements can
be found on television, magazines, radio and newspapers.
In 1906 Campbell’s started the Campbell’s Kids advertising
campaign. The kids were the work of an illustrator who was
popular at the time. The kids were seen in both newspapers and
magazines, and soon became a pop culture phenomenon.
Campbell’s created a myriad of promotional products with the
Kids: postcards, lapel buttons, and dolls. The Kids were seen on
commercials during Lassie (TV Acres, 2009). The Kids
continued the 1930’s slogan “M’m! M’m! Good!”. This is still
well known today, and contributes significantly to the brand
value of Campbell’s. The Kids campaign stayed strong until the
early 1950’s. In the early 1990’s the Campbell’s Kids made
their second debut when they rapped about the qualities of

Campbell’s soups (Foltz, 1990). The kids have also changed
with time from their initial angelic look, to hippie kids, to a
slimmer, healthy shaped child. Campbell’s has also diversified
the Kids as well accounting for other ethnicities. In the late
1990’s, Campbell’s ran its “first umbrella TV ads…and touted
as the largest-ever outlay on a single campaign” to help boost
sales (Pollack, 1998).
On each add that is in print, the iconic Campbell’s logo and red
and white can are present. As one of the most recognizable
brands world-wide, Campbell’s takes the time to continually
reinforce the brand and the brand image in every ad. This has
certainly proven successful for Campbell’s and results show a
very high brand recognition. Campbell’s also reaches out to its
consumers to hear what they have to say and think.
Recently Campbell’s has reached out to consumers via their
website. With a new portal, Ideas for Innovations, Campbell’s is
soliciting innovative ideas from its consumer base. By joining
forces with outside sources Campbell’s is open to great ideas
despite whether they originate inside or outside of the company
(Drug Week, 2009).
Pricing
Campbell’s has maintained extremely affordable price points for
all product offerings. The price points do not isolate any portion
of the consumer market making their products useful and
accessible to everyone. Most 10oz cans can be purchased for
under $1.50 a can with most other soups costing consumers
$3.00 or under in most areas. Campbell’s is only slightly more
expensive that competitors giving the notion that the consumer
is getting more when they buy Campbell’s. “Today, Campbell’s
soup remains one of the best-known and least expensive meal
items in the grocery stores. Unlike many other products, it faces
little threat from cheaper, private-label brands” (Jargon, 2009).
Campbell’s is priced very well for any economic time. Recent
reports indicate a 15% drop from a year earlier are indicative of
grocery stores not carrying as much inventory at one time.

Campbell’s is moving product, but due to grocery store
inventory reductions has tried to be creative to move more
products. They have developed new flavors such as Braised
Beef with Shallots that echo restaurant type flavors (Jargon,
2009).
Distribution
Campbell’s relies on grocery stores and convenience stores to
distribute its products to consumers. With the recent economic
downturn, Campbell’s has been finding ways to stand apart from
the competition. In the fall of 2008 despite a crumbling
economy, Campbell’s launched 44 new flavors in their Select
Harvest Soup line. Grocery stores “are ‘cleaning up the clutter’
by cutting back on the number of branded products in its
average store by roughly 30%. Brands that are truly great will
stay” (Lewis, 2009). Campbell’s ‘Ideas for Innovation’ is just
one way Campbell’s is trying to find out what the consumer is
thinking and then applying those findings to maintaining a
productive relationship with grocery store distributors
nationwide.
Brand Exploratory
Customer Knowledge
Campbell’s has been very successful in recognizing how strong
the Campbell’s name, slogan and logo truly are. Campbell’s is
the world’s leader in soup manufacturing. Campbell’s
interviews “50,000 consumers a year, visiting homes to peek
inside cabinets and refrigerators. Campbell’s researchers also
go grocery shopping with consumers and attend dinner parties
to understand how different people cook” (Jargon, 2009).
Customers utilize the product in many different ways. They use
the soup for casseroles and other recipes. Consumers also
consume the product as is; a hot bowl of soup. Customer brand
associations for Campbell’s can be seen in Figure 3.0.
If we observe the brand mantra “Nourishing People’s lives,

Everywhere, Everyday”, we can see that some of the same
concepts appear on the mental map (Campbell’s 2009). Their
‘Labels for Education’ and Breast Cancer Research
Contributions show how Campbell’s is truly nourishing more
than just stomachs. The company mantra is not just something
that Campbell’s says, but it is something they act on globally.
This contributes significantly to the brand’s equity.
Sources of Brand Equity
The Campbell’s brand is almost synonymous with family. The
brand enjoys high levels of brand recognition. The red and
white can is a key element to the brand equity. Cans are
featured in advertisements and its unchanging appearance
contribute significantly to the iconic and historic nature of the
brand. Consumers are taken back to their childhoods when they
see an ad or a can in their pantry. The gold medallion of
excellence that was awarded to Campbell’s 110 years ago is still
on the label. The company has invested millions of dollars in
advertising that highlights the ‘family’ notion of the brand.
Family recipes that call for Campbell’s Cream of Mushroom
soup are part of most American recipe books. The brand means:
home, family, warmth and health. Campbell’s supports schools,
breast cancer and many other good causes. Their philanthropy
has contributed greatly to their brand equity.
This family oriented brand is a staple of the American pantry.
We all recall the Christmas commercial of the snowman that
comes inside and has a bowl of Campbell’s Chicken Noodle
soup and melts into the All-American-Boy. Campbell’s slogan
of “M’m! M’m! Good!” is catchy and has worked with all
products they have ever released. Through all of these actions
Campbell’s has created great brand equity that has passed the
tests of time.
In the United States 90% of households purchase Campbell’s
soup. Campbell’s has shown that their product is versatile as
well. Cooking with soup is very popular and it is estimated that
one in ten household dinners are made with Campbell’s soup

(Campbell’s, 2009). American households are estimated to have
eleven cans of Campbell’s soup in their pantries at any given
time. Campbell’s soup is also one of the top 10 items sold at
grocery stores. When it comes to market share Campbell’s
dominates. The brand has 69% share of the wet soup market and
has sales over 3 billion cans of soup a year. Stats of this nature
emphasize the extent of Campbell’s brand equity.
Sports and Culture
Campbell’s is involved in both cultural and sports activities in
the United States. In their founding town of Camden, New
Jersey, Campbell’s Soup Company has the naming rights to the
Camden Riversharks Stadium (Entertainment Newsweekly,
2009). Campbell’s is also one of the sponsors for the Harlem
Globetrotters “Spinning the Globe” World Tour. Their support
of both the Riversharks (Baseball Team) and the Globetrotters
continue to target the family consumer group.
Campbell’s has significantly impact American culture. The
Campbell’s kids are now collectibles that are worth a fair sum
of money. Probably the most influential cultural piece that
features Campbell’s is the work of world renowned artist Andy
Warhol. His work draws world eyes on an American iconic
brand. In a tribute to Andy Warhol, Campbell’s soup introduced
limited edition Andy Warhol soup cans. This project created a
fun, whimsical can that paid homage not only to a great artist,
but also generated buzz around a strong brand. This marketing
strategy showed the depth of Campbell’s brand in American
culture. Not only are the images produced by Warhol extremely
popular, but Campbell’s embraced what Warhol had created and
also paid a tribute to him through their fun and exciting Warhol
cans.
Endorsements
Over the years Campbell’s has had many celebrities, cartoon
characters, athletes and even presidents endorse their products.
The power behind these endorsements show how wide reaching

this brand really is, and how Campbell’s is truly the brand for
anyone and everyone. The brand has seen endorsements from a
wide array of NFL football players and their mothers who are
trying to give their sons a good meal before the big game.
Philanthropy
Campbell’s has donated over $100 million dollars to American
schools. This is an impressive action by any company. Clearly
investing in the future of our country and the future workforce,
Campbell’s Labels for Education is a fantastic philanthropic
program. Reaching over 80,000 schools and countless students,
this program empowers students to help their own schools, but
also encourages consumers to purchase products from the
Campbell’s brand portfolio. If one recalls Campbell’s brand
mantra, “Nourishing People’s lives, Everywhere, Everyday”, it
is clear that their philanthropic activities are inline with their
mantra. This signifies a company that is not only doing great
deeds, but one that is being true to the company’s culture as
well.
Another philanthropic activity that Campbell’s has invested in
is Breast Cancer Awareness. The month of October is breast
cancer awareness month, and starting in 2007 Campbell’s
produced 14 million cans of their most popular selling soups
with the breast cancer pink on the can instead of the iconic red
and white. Nationwide, in October, grocery stores stock pink
cans drawing attention to Campbell’s products on the shelves,
but also encouraging consumers to support a good cause. Again
Campbell’s is investing in truly ‘nourishing’ peoples lives.
Campbell’s is also investing in educating children on healthy
eating habits. With obesity on the rise in the US, Campbell’s is
making a huge effort by going into schools and conducting
“Wellness Workshops”. These workshops, starting this year,
show children how to prepare and eat healthy foods while
making it a fun and enjoyable activity. Cooking show
celebrities have gotten involved and show up at schools to do
interactive cooking demonstrations. Campbell’s VP Joe Kiely
states that “kid’s love Campbell’s products, and our expanded

portfolio of wellness soups and snacks is enabling schools to
provide children with their favorite, nourishing foods away
from home…through this initiative we are taking our
commitment to childhood nutrition one step further”(Pediatrics
Week, 2009).
A relatively unknown fact about Campbell’s is that they grow
their own tomatoes. One of their best sellers is Campbell’s
Tomato Soup. Not using other avenues to obtain produce,
Campbell’s is able to closely monitor and control the tomatoes
that go into their products. Campbell’s has a specially
cultivated seed they have used for their tomatos for over 100
years. This year Campbell’s is making its specialty seeds
available to the public. Consumer can submit UPC’s to redeem
their free Campbell’s Tomato Soup Seeds. When consumers
request their seeds, Campbell’s donates seeds to communities
and schools across the nation. Campbell’s committment to the
National FFA Organization shows their dedication to
developing future leaders in agricultural education (Newsday,
2009).
Competition
Campbell’s biggest competitor is Progresso Soups owned by
General Mills. Progresso Soups are different from Campbell’s
in that they are marketing ‘ready to eat’ soups meaning the
consumer doesn’t have to add water. Progresso Soups have a
market share around 30%. With 69% of the wet-soup market and
sales of over 3 billion cans a year, Campbell’s definitely
dominates the market. However, recent increase in consumer
awareness of natural, artificial ingredients and sodium content
in canned soups has prompted a soup revolution. Both brands
have offered newer healthier versions. Campbell’s Select
Harvest is their response. Campbell’s has taken an aggressive
stance on this through their advertising by attacking Progresso’s
MSG content in their soups. This has helped Campbell’s out sell
Progresso, but this ‘smear’ campaign is a new tactic for the
food advertising and marketing industry.

The Customer-Based Brand Equity Pyramid
Resonance- Campbell’s enjoys an extremely loyal customer base
due to its huge proliferation of the canned soup market. Most of
us grew up on Campbell’s soups, so as adults we tend to
purchase that what we know and are familiar with. Campbell’s
evokes childhood memories, and is a main ingredient a much of
American cooking. One consumer has on average 11 cans in
their pantry. Campbell’s is an American tradition.
Judgments- Campbell’s is seen as an extremely affordable
product that is nutritious as well. It is a product that is easy to
use, quick to prepare and really hasn’t changed much over the
past 140 years. Campbell’s is not seen as a gourmet product, but
is seen as a family friendly product. With a consistent product
offering, consumers are much more loyal.
Performance- Campbell’s product has a very long shelf like
making it extremely easy for consumer to buy as much as they
want without having to worry about spoilage. The brand is very
consistent in its packaging, colors and sizes. Campbell’s
maintains a consistent offering of popular flavors and does not
try to update its classic recipes. A performance enhancement
that Campbell’s made to its can was an easy open pull top, but
everything else about the cans remains the same traditional
look.
Feelings- Campbell’s evokes feelings of family, tradition,
warmth, and comfort. The brand has over decades continued to
nurture the feelings that the product evokes in its consumers.
Advertising and Marketing campaigns have all emphasized these
feelings in one way or another. Feelings are very powerful to
consumer so when a brand is able to evoke positive/pleasant
feelings they bond with the consumer more than they would
other wise.

Imagery- Images that the brand evokes in consumers are those
of family, friends, childhood, and mom’s cooking. The image of
the red and white can have permeated American pop culture and
American minds. The images that the brand elicits are a critical
component to brand equity. If the images are positive that
provides a better return for the company. If the images are
negative, the company will suffer. Campbell’s evokes such
positive memories along with positive images due to its long
and well established history.
Recommendations
Recommendation #1- Campbell’s has done a fantastic job
listening to the consumer. The brand has progressed to have
many lines and many different product offerings that are a very
natural extension of the brand. Campbell’s must continue to do
this. It would be recommended that the brand create a 100%
organic line of soups, ethnic line of soups and make all soups
MSG free. With an organic line Campbell’s would then be
available in all grocery stores. For example, Whole Foods
would not carry Campbell’s as is. Thus the super health
conscious consumer who shops exclusively at Whole Foods
would not be exposed Campbell’s products. This could expand
their already dominant distribution channels.
The demographic in the United States is changing. With a more
diverse population Campbell’s could incorporate some of the
offerings they are currently selling overseas to the US
consumer. This would enable immigrants who are already
familiar with Campbell’s Asia, Campbell’s Latin America and
Campbell’s Europe to continue to enjoy their favorite
Campbell’s products in the United States. This would
compliment the product offerings that are available in the US
without Campbell’s incurring further manufacturing costs.
Recommendation #2- Campbell’s produces its own tomatoes for
its soups. A very logical next step for Campbell’s would be to
launch a canned tomato line. Since Campbell’s markets to the

home cook, usually mom, they could provide a product that
could be used for homemade sauces, stews and casseroles.
Campbell’s tomato soup is their number one seller. Campbell’s
could use their strong tomato popularity to sell the canned
vegetable. Since they grow their own produce, they would be
able to sell their canned product for less than the competitors
due to fewer costs incurred in the manufacturing process. It
would be recommended that they use the traditional can and
colors for the tomatoes. This will not only create immediate
credibility, it will also help the canned vegetables stand out
amongst the plethora of cans in the canned vegetable aisle.
Recommendation #3- Campbell’s has maintained a strong
market presence due to the fact that families use Campbell’s in
their recipes. For example, recipes passed down from most
American grandmothers include at least one can of Campbell’s
soup. Americans then buy Campbell’s to make their
grandmother’s recipes. This is true for so many Americans.
However, one does not come across recipes that use Campbell’s
as much as one’s grandmother used Campbell’s. It would be
encouraged that Campbell’s through their “Wellness
Workshops” not only teach children to eat healthy, but provide
or sell a children’s cookbook that would teach them how to
prepare healthy foods using Campbell’s products. This way the
company is grooming future consumers who will one day have
purchasing power. Not only would this encourage a new
generation to love Campbell’s, it could also show mom’s how to
make more modern recipes with Campbell’s ingredients.
Recommendation #4- The last recommendation for Campbell’s
is to expand their television and magazine advertising. Right
now Campbell’s is running the Progresso smear campaign
commercials where a women is sitting a table blindfolded and is
describing what she is eating. When eating the Progresso soup,
she is listing chemicals. When she is enjoying Campbell’s, she
is listing whole grain pasta, all natural white meat chicken and
so on. It is recommended that Campbell’s stop this type of

advertising. It is negative and is reminiscent of political
campaign commercials which most people do not care for. For a
family friendly brand that has secured such high brand equity,
these ads make the company look mean and vindictive towards
competitors. Simply, it is not becoming of an American iconic
brand.
There are not enough TV commercials either. Campbell’s should
increase the number of spots they buy for TV. As a consumer, it
seems that the only time one finds out what is ‘new’ from
Campbell’s at the grocery store, but not before.
They should also update their commercials. During Christmas,
we are all familiar with the snowman that melts into a little boy.
This commercial has been running for over 20 years. It is old
and the film quality is grainy. Although a classic, Campbell’s
needs a clean and simple ad campaign that is family friendly
and modern.
Campbell’s is very successful and has garnered such a huge
percentage of the soup market that it is clear that they have
made smart decisions over the past century. A very strong
brand, with high levels of brand recognition, Campbell’s really
is “M’m! M’m! Good!”. One of the few companies that is
making money during the most recent recession, Campbell’s
will again endure hard times while nourishing lives,
everywhere, everyday.
References:
Campbell’s (n.d.) History. Retrieved May 12, 2009, from
http://careers.campbellsoupcompany.com/History.aspx
Campbell’s Soup Company (n.d). News Wire. Retrieved May
12,2009 from http://hubpages.com/hub/CAMPBELLS-SOUP-
COMPANY
Campbell’s (n.d.) History. Retrieved May 12, 2009 from
http://www.campbellsoup.com.au/about/history.aspx
Campbell Soup Company. (1, May). Hoover's Company

Records, 10287. Retrieved May 12, 2009, from Hoover's
Company Records database. (Document ID: 168151071).
Campbell’s (n.d.) Campbell’s Kids History. Retrieved May 12,
2009 from http://www.campbellsoup.com/kids_holiday.asp
Labels for Education (n.d.) About. Retrieved May 12, 2009
from http://www.labelsforeducation.com/about.aspx
Campbell Soup Sales Fall as Stores Cut Inventory. (2009,
February, 23). The New York Times. Retrieved on May 12,
2009 from http://www.nytimes.com/2009
/02/24/business/24soup.html?scp=1&sq=campbell's%20soup&st
=cse
Advertising-Dueling Brands Pick up Where Politicians Leave
Off . (2008, November, 3). The New York Times. Retrieved on
May 12, 2009 from
http://www.nytimes.com/2008/11/04/business/media/04adco.htm
l?scp=8&sq=campbell's%20soup&st=cse
Stuart Elliott. (2009, March 17). Campaigns for Challenging
Times Put Children and Mothers First :[Business/Financial
Desk]. New York Times (Late Edition (east Coast)), p. B.3.
Retrieved May 12, 2009, from Banking Information
Source database. (Document ID: 1661997641).
Judann Pollack. (1998, February). Campbells lavishes biggest
budget ever on new soup ads. Advertising Age, 69(6), 3, 41.
Retrieved May 12, 2009, from ABI/INFORM Global database.
(Document ID: 26121610).
Advertising Mascots (n.d.) Campbell’s Soup Kids. Retreived on
May 13, 2009 from
http://www.tvacres.com/admascots_campbells.htm
Foltz, Kim. (1990, August 30). Campbell’s Kids to Utter First
Words Since 1958. New York Times. Retrieved May 13, 2009
from http://www.nytimes.com/1990 /08/30/business/media-
business-advertising-addenda-campbell-kids-utter-first-words-

since-1958.html?n=Top/Reference/Times%
20Topics/Subjects/S/Soups
Campbell Soup Company; New Campbell Web Site Designed to
Attract Innovative Ideas. (2009, April). Drug Week,1903.
Retrieved May 12, 2009, from Research Library database.
(Document ID: 1675389851).
Julie Jargon. (2009, April 22). News in Depth: Food companies
cook up ways to combat rare slump in sales --- Campbell's
response shows how the industry is taking the downshift. The
Wall Street Journal Asia,p. 14. Retrieved May 12, 2009, from
ProQuest Newsstand database. (Document ID: 1683190271).
Lewis, Helen. (1 March). Issues, trends and challenges facing
the food and drink industry - forecasts to 2014: Evolving
consumer demands: Focus on simplicity. Just - Food: Issues,
trends and challenges facing the food and drink,44-48.
Retrieved May 12, 2009, from ABI/INFORM Global database.
(Document ID: 1667794861).
Campbell Soup Company; Campbell Soup Company & Camden
Riversharks Extend Partnership Agreement. (2009, April).
Entertainment Newsweekly,66. Retrieved May 12, 2009, from
ABI/INFORM Trade & Industry database. (Document
ID: 1678987301).
Campbell Soup Company; Campbell Soup Company Sponsors
"Wellness Workshops" at Schools Throughout the U.S. to Help
Educate Students about Healthy Eating. (2009, March).
Pediatrics Week,40. Retrieved May 12, 2009, from ProQuest
Health and Medical Complete database. (Document
ID: 1651803501).
JESSICA DAMIANO. (2009, May 3). Campbell's puts on a
push to produce more tomatoes. Newsday (Combined
Editions), G.14. Retrieved May 12, 2009, from
Newsday database. (Document ID: 1696312321).
Cookies

Crackers
Breakfast
Fresh Breads & Rolls
Frozen Breads
Desserts & Puff Pastry
Meals & Accompaniments
Goldfish Crackers
V-Fusion Juices
V8 100% Vegetable Juice
V8 Splash
Organic Broths

Low Sodium Broths
Chicken and Beef Stock
Organic Pasta Sauces
Heart Smart Sauces
Chunky Garden Sauces
Traditional Sauces
Figure 2.0
Salsas
Picante Sauce
Queso

Organic Salsa
Figure 1.0
Complete Brand Portfolio
Condensed Soups
154 Total Varieties
Chunky Soups & Chili’s
28 Varieties
Microwavable Soups
17 Varieties

Kid’s Soup
12 Varieties
Tomato Juice
4 Varieties
SpaghettiOs
10 Varieties
Gravies
13 Varieties
Lower Sodium Soups

10 Varieties
Supper Bakes
8 Varieties
Select Harvest Soups
24 Varieties
Figure 2.0
Brand Portfolio
Negative
Families
Mothers

Children
No Class Limits
Socially Responsible
Values Education
Wholesome
Family Oriented
Icon/Historic
A company for Everyone
Not Gourmet
Cheaper Competitors
MSG in some soups

Fresh
Comforting
Wholesome
Hearty
Taste
People
Image
Figure 3.0
Mental Map

History and Tradition
Inexpensive
Easy Open Cans
154 Varieties
Bigger Grocery Store Displays
Made with high quality ingredients
Eliminating MSG from products
Smaller cans ‘condescended soup’=greener production
Points of Difference (POD)

Points of Parity (POP)
Figure 4.0
POP vs. POD
Figure 5.0
CBBE Pyramid
Comforting
Tradition
Resonance
Salience

Performance
Feelings
Judgments
Imagery
Doesn’t Spoil
Consistent
Easy to Use
Family
Friends
Childhood/Children

Mom’s Cooking
Red and White Cans
Extremely High Brand Recognition regardless of consumer
purchase behavior
Traditional Product
Affordable
Easy
Unchanging
High Customer Loyalty

Found in 90% of Homes
PAGE
1
BRAND AUDIT
PROJECT GUIDELINE
Southwest Airline
EXECUTIVE
SUMMARY…………………………………………………………
…………………...
A. Purpose of the
Report…………………………………………………………………
...
B.
Brand…………………………………………………………………
………………….
I.
INTRODUCTION……………………………………………………
……………………...
A. Brief History and Background
………………………………………………………....
II. Marketing Mix
…………………………………………………………………………
……..
A. Product
…………………………………………………………………

……….
B.
Price…………………………………………………………………
………….………..
C. Promotion
…………………………………………………………………...
............
D.
Place…………………………………………………………………
……………..……..
III. COMMUNICATION
………………………………………………………………………..
A. Website
…………………………………………………………………………
……….
B. Other Forms of Communication
………………………………………………………….
IV. BRAND INVENTORY
……………………………………….………………..
A. Brand Attributes
………………………………………………………………....
B. Brand
Portfolio………………………………………………………………
…………...
C. Brand Line Extensions – Inventory
………………..…………………………… …
V. BRAND EXPLORATORY
A. Customer
Knowledge…………………………………………………………..
………..
B. Mental Map
Graph…………………………………………………………………
…….
C. Sources of Brand Equity
………………………………………………………..
D. Marketing Activities (Endorsements and other )

…………………………….….…….
E. Points of Parity and Points of Difference
………………………………………
VI. CBBE PYRAMID
…………………………………………………………………
……….
A. Customer Brand
Resonance………………………………………………………….…
..
B. Customer
Judgments…………………………………………………………..…
……....
C. Customer
Feelings………………………………………………………………
….........
D. Brand
Performance…………………………………………………………
…………....
E. Brand Imagery
…………………………………………………………………
……….
F. Salience
…………………………………………………………………
……….
VII. BRAND
ANALYSIS……………………………………………………………
…………..
A. Core Competencies and Sustainable Competitive
Advantages……………………………...
B. SWOT Analysis
…………………………………………………………………
……….
a.
Strengths………………………………………………………………
……………
b.

Weaknesses…………………………………………………………
………………
c.
Opportunities…………………………………………………………
…………….
d.
Threats………………………………………………………………
………………
C. Long Term Brand Value – Brand Mantra
.……………………………………………….….
VIII. Competition
…………………………………………………………………………
……….
IX.
Recommendations……………………………………………………
……………………..
X.
REFERENCES………………….……………………………………
……………………...
LIST OF
TABLES…………………………………………………………..…
…………………………..
APPENDIX
………....................................................................................
..................................................

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