Sell Yourself
Branding can become a vital component of your marketing strategy, helping to communicate information about your product or service in a logo and/or 'strapline'.
The brand identity of Marks & Spencer (M&S) is very well known and is particularly strong in the food sector. The brand value at M&S extends through its collaborative supply chain to include fishermen, who recognise the importance of maintaining resources through sustainable fishing. Coldwater Shellfish and M&S have to ensure that the highest quality produce is presented, at the right price and specification, to satisfy M&S customers.
Scottish branding of pork has only recently come to the fore as a way to add value throughout its supply chain. For producers, this means that they are directly associated with the Scottish brand and are the vital first link in the supply chain. The members of Scottish Pig Producers and Wholesome Pigs (Scotland) Ltd, decided that to grow their businesses profitably over the long term, a strategic meat quality and marketing investment was necessary.
Mackays has two brands - "Mackays", the everyday premium brand marketed through supermarkets and "Mrs Bridges", a deluxe range marketed through independent retailers. Reputation, artisan manufacturing and product quality all contribute towards Mackays' premium proposition.
"Scottishness" is another significant part, and the inclusion of the finest jam-making Scottish berries, grown locally in Tayside, helps to reinforce this.
Prince Charles launched the "Mey Selections" brand of North Highland Products in 2005. The success of this brand is down to the collaboration between producers, processor Dunbia and retailer Sainsbury's, all working together to capture a market opportunity for premium branded product.
Key points from this case study:
- Brand value requirements extend right across the supply chain, from supplier to retailer
- Collaborative chains can develop and market new or improved products more efficiently
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