The role and importance of branding in the achievement of increased sales is explored. The growth of 'own-labels' in the UK is considered and the different reaction of competitors to this growth in popularity. The major brands have responded in different ways and these approaches are discussed in detail. Consider carefully the different approaches of Kelloggs and Weetabix.
This clip could be used a case study on branding in the food industry. Students will be able to investigate the idea and the value of brands in relation to ‘own-brand’ products versus branded cereal products. The clip could also be used as a starting point for a discussion – ‘why is competition ‘healthy’ for consumers?’