HERSHE
Y’S
Brand Audit
Rebecca Buddingh, Robyn Wolfish, Stephanie Carpenter, Stanley Ho, Winnie
Xu
POSITIONING
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Points of Parity,
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Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
POSITIONING STATEMENT
Hershey’s is the only
chocolate candy brand in the
United States that offers low
price, convenient, easy-to-find
products uniquely associated
with feelings of nostalgia and
the idealized American dream.
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Brand Strength
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Feelings
Resonance
5 P’s
IMC
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Competition
Mental Maps
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Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
PERCEPTUAL MAP
Convenience versus Quality
Note: The ratings for Hershey’s and the competing brands
are based strictly on quantitative survey findings
Quality
Convenience
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POINTS OF PARITY AND
POINTS OF DIFFERENCE
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Target Market:
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Nature of Competition/Category:
Class:
Prepackaged food
Category: Candy
Type:
Chocolate
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Young Americans, ages 17 to 25; Generation Y
Points of Parity:
-- Used for snacking or
baking
-- Sweet and indulgent
-- Consistent quality
-- Associated with holidays
(ie: Halloween, Valentine’s
Day)
-- Enjoyed by people of all
ages
-- Variety of types
Points of Difference:
-- “American” image
-- Nostalgic, heritage brand
-- Low price enables daily
consumption
-- Sold in different types of retailers
-- Associated with S’mores
-- Identifiable by Hershey
Kisses
-- Hershey, PA
-- Entertainment & resorts
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Salience
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Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
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Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
CONSUMER PROFILE
The typical Hershey’s
consumer is:
- Young and/or
- Youthful
- Loves chocolate
- American
- Family-oriented
- Happy
- Fun
- Middle Class
- Conservative
- Frugal
* Descriptors taken directly from
v survey respondents
BRAND MANTRA
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MENTAL MAP
Positive
Associations
Suggestions for
Improvement
Appendix
American
Almonds
Milk
Chocolate
Fun
Bite Size
Rectangles
Brown
Yummy
Cheerful
Syrup
Kisses
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
S’mores
Affordable
Craving
Strong
Average
Weak
Candy Bar
Family
Classic
Note: Associations based on survey responses
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MENTAL MAP
Negative
Associations
Appendix
Unsatisfying
Too Sweet
Competition
Mental Maps
Points of Difference
Suggestions for
Improvement
Bland
Fattening
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Consumer Equity Rating
Equity Rating &
vv Summary
Cheap
Low
Quality
Plain
Strong
Average
Weak
Bad
Aftertaste
Note: Associations based on survey responses
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Appendix
CORE BRAND VALUES
Strong
Favorable
- Kisses
- Yummy
- Cheerful
- Milk
Chocolate
- S’mores
- Candy Bar
- Cheerful
- Yummy
- Affordable
Unique
- Kisses
- S’mores
- American
- Classic
- Syrup
- Almonds
- Bite-Size
Rectangles
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BRAND MANTRA
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
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Consumer Equity Rating
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vv Summary
Suggestions for
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Appendix
Hershey’s
Emotional
Modifier
Descriptive
Modifier
Brand
Function
Cheerful
American
Classic
Chocolate
Product
• Cheerful: Based on survey results, Hershey’s ranked significantly
higher than its competitors on the cheerful brand imagery descriptor.
Through its IMC efforts, it is clear that the culture of the company is to
spread joy through chocolate.
• American Classic: According to one survey respondent, “Hershey’s
has the classic, good ole’ American vibe.” The word “American” was
mentioned numerous times by respondents in their description of
Hershey’s products.
• Chocolate Product: Hershey’s was established in the nineteenth
century as a chocolate manufacturing company. “Chocolate” was the
most common response to the qualitative questions about the word
“Hershey’s” on the survey.
BRAND STRENGTH
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Appendix
CBBE MODEL
Strengths
:
Brand Salience:
Hershey’s is extremely wellknown in the chocolate category
and the favorite chocolate brand
for about 1/5 of consumers.
Additionally, Hershey’s has a
75% likelihood of repeat
purchase among respondents.
Brand Performance:
Consumers indicate that they
purchase Hershey’s chocolate
because of its low price,
convenience, easiness of
purchase (available in grocery
stores, convenience stores,
superstores, etc.) and large
variety of products.
Brand Imagery:
Hershey’s has a wide variety of usage
situations (S’mores, cooking, snacking),
associations with holidays and an
exceptionally high sense of nostalgia and
history.
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Salience
Performance
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Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
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Equity Rating &
vv Summary
Suggestions for
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Appendix
CBBE MODEL
Weaknesse
s:
Consumer Judgments:
Though consumers trust
Hershey’s as a company, they
question the quality of the
products. Hershey’s is not
usually preferred when premium
chocolate brands are available,
but considered “a quick fix for a
chocolate craving,” as one
respondent said.
Consumer Feelings:
Hershey’s fails to evoke strong
feelings among consumers.
Levels of happiness and
satisfaction are raised slightly
after consuming Hershey’s
products, but does not
compare to competitors in
other feeling categories.
Consumer Brand Resonance:
Though Hershey’s consumers exhibit some
behavior loyalty, they do not actively engage
with the brand or recommend it to others.
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BRAND SALIENCE
Depth:
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
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Appendix

When asked to name the first three chocolate brands
that come to mind, 85% of survey respondents listed
Hershey’s in the top three, while 61% listed Hershey’s
first. Therefore, Hershey’s has a high degree of
unaided recall and strong associations in the chocolate
category.
Breadth:
- Also on the survey, 22% of people listed Hershey’s as their favorite
chocolate brand.
- When asked to rank Hershey’s against its competitors in “likelihood to
purchase in the future,” Hershey’s came in 2nd place (after Ghirardelli), but
was least likely to be ranked last by respondents.
- 84% of people said they had purchased a Hershey’s product within the last
6 months, and 75% said they were “likely” to purchase Hershey’s again. This
is an extremely high margin of purchase consideration.
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BRAND PERFORMANCE
Primary Characteristics and Supplementary
Features:
On average, survey respondents listed “taste” and “quality” as
their two top considerations when purchasing chocolate.
However, Hershey’s ranked last among competitors in both the
categories of “quality” and “taste.” On the other hand,
Hershey’s was the clear winner in the categories of
convenience, variety of product line and transferability across
Product:
cultures.
Hershey’s was heavily favored over competitors when survey respondents were
asked whether or not they trusted Hershey’s and the company’s chocolate
manufacturing abilities.

Style and Design:
When asked about packaging, the average respondent was neutral about
Hershey’s packaging (it did not evoke positive nor negative feelings). In regards to
the design of the product itself, consumers enjoy the breakable pieces and small
portions.
Competition
Mental Maps
Points of Difference
Price:
Consumer Equity Rating
Equity Rating &
vv Summary
When compared to competitors, Hershey’s was listed as the least expensive or
most affordable by a large margin of difference. Respondents cited affordability as
one of the best aspects of Hershey’s products.
Suggestions for
Improvement
Appendix
Respondents ranked Hershey’s first among its competitors in: variety of products, convenience, affordability
and transferability, and last in quality and taste. They were neutral about the packaging design.
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Appendix
BRAND IMAGERY
User Profiles:
Survey respondents identified Hershey’s consumers as youthful,
American, family-oriented, holiday-oriented, conservative, frugal,
happy, fun and average.

Purchase and Usage Situations:
Hershey’s is unique in that it has the largest variety of uses. The
majority of survey takers said they use Hershey’s for snacking,
baking and making S’mores. Alternatively, Dove and Ghirardelli
were used mainly for snacking, while Nestle was used almost
exclusively for baking.
Personality and Values:
In a list of personality attributes (sophisticated, old-fashioned, conservative, youthful,
cheerful, feminine, outdated, popular), Hershey’s ranked far ahead of its competitors in
the following categories: Old-fashioned, Conservative, Cheerful, Popular
History, Heritage and Experiences:
In addition to the personality attributes above, Hershey’s ranks significantly higher than
competitors in evoking memories and creating nostalgia among consumers. This might be
intrinsically linked to the company’s association with holidays. Many respondents said
Hershey’s reminded them of their childhood or particular memories with friends or family.
This sense of nostalgia helps shape the company’s image. When asked the projective
question, “How old Hershey’s would be if it were a person?”, over 50% of people
responded with 50 or older.
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Appendix
CONSUMER JUDGMENTS
Brand Quality:

Brand
Superiority:
Hershey’s
ranked last in
superiority to its
competitors.
Overall satisfaction with Hershey’s chocolate ranked at 5.63,
on a 7-point scale. This average lies between “somewhat
satisfied” and “satisfied.” The only chocolate brand that ranked
higher than Hershey’s was Ghirardelli, with an average ranking
of 6.03. This can be attributed to the perception that Hershey’s
chocolate is lower in quality than Ghirardelli and other premium
brands.
Though consumers’ questioned Hershey’s quality, they did feel
that they were getting a good value because the brand is one
of the least expensive chocolate options.
Brand Credibility:
Among its competitors, consumers listed Hershey’s as the
most “trustworthy” chocolate brand. This may be attributed to
the company’s inviting approach to chocolate manufacturing
(i.e. factory tours in Pennsylvania, heritage of the company,
etc.). For this reason, Hershey’s was also ranked high when
consumers were asked whether they felt the company was
knowledgeable about chocolate making practices.
Brand Consideration:
As mentioned in the Brand Salience section, 75% of respondents
indicated that they were “likely” to purchase Hershey’s again in the future.,
and thus where satisfied with their initial purchase.
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Appendix
CONSUMER FEELINGS

When comparing brand feelings, Hershey’s ranked
second (behind Ghirardelli each time) in the categories
of “happiness,” “social approval,” “self confidence,”
“indulgence,” “sentiment” and “overcoming sadness.”
Ultimately, however, Hershey’s highest “feelings” ratings were in the
categories of “happiness” and “indulgence.” Respondents felt sufficiently
happier and more indulged after eating Hershey’s, but were neutral or
unchanged in each of the other categories. This is disappointing for
Hershey’s as a brand because it indicates that the company has
captured the “mind” of the consumer, but is failing to capture their
“hearts.”
Survey Respondents Said:
"Hershey's makes me happy because it reminds me of Valentine's Day
and Christmas"
"Hershey's quality isn't as good as other chocolate brands, but I still feel
satisfied after I eat it."
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Appendix
CONSUMER RESONANCE

Behavior Loyalty:
When consumers were asked whether they felt loyal to
Hershey’s, the average response fell between “somewhat
disagree” and “neutral.” However, as shown in lower parts
of the pyramid, 75% of people intend to purchase Hershey’s
again, therefore their behavior might be more indicative
than their own perceived loyalty.
Attitudinal Attachment:
Though most consumers indicated that they “would miss Hershey’s if it was taken
off the market,” they showed no other types of attitudinal attachment toward the
brand. As a whole, they did not agree that they loved Hershey’s products or found
them to be special.
Sense of Community and Engagement:
Survey respondents said they felt no connection with other Hershey’s consumers
and had no interest in flaunting their feelings for the brand, recommending it to
friends/family or purchasing merchandise with the Hershey’s logo.
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Appendix
5 P’S
Tangible Benefits:
PRODUCT
- More than any of its competitors,
Hershey’s can be used on multiple
different occasions. The majority of
respondents said they use Hershey’s for:
Snacking (84%), S’mores (82%) and
baking/cooking (63%)
- Consumers’ response to package design
was neutral. They did not feel that standard
brown and silver foil packaging evoked
positive feelings or was more effective than
the competitors.
- Respondents ranked Hershey’s last in
chocolate-quality, tying with Nestle. Multiple
respondents felt that Hershey’s was “plain,”
“dull” and/or “bland.”
- Many respondents mentioned that they
enjoyed the portion size of Hershey’s. The
chocolate candy bars come pre-portioned
into smaller rectangles, making servings of
chocolate easier to consume.
Intangible Benefits:
- Hershey’s ranked higher than any
competitor in variety of products.
Consumers cited Hershey’s Milk, Dark and
Cookies and Cream chocolate bars, syrup
and other Hershey’s brands (Kisses,
Reese’s, Kit Kat) as reasons they enjoyed
Hershey’s.
- When rating Hershey’s brand
performance, respondents listed Hershey’s
as more “trustworthy” than competitors.
The heritage and American origin of the
company lead consumers to believe
Hershey’s is knowledgeable about
chocolate.
- Respondents ranked Hershey’s much
higher than competitors in convenience of
attaining the products.
- When asked if they were loyal to
Hershey’s, the average respondent said
they were “somewhat unloyal.” However,
84% have purchased a Hershey’s product
within the last six months, and 75% said
they were at least “likely” to do so in the
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5 P’s
IMC
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vv Summary
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Appendix
5 P’S
PRICE
Hershey’s uses value pricing. Products are
priced low, as not to deter customers from
purchasing a higher-quality chocolate. Thus,
Hershey’s adequately succeeds in the area
of price/value relationship. One of the most
common words respondents associated
Hershey’s with was “affordable” or “cheap.”
Because of the low-price precedent set
by Hershey’s, consumers are less willing
to pay a premium price for Hershey’s.
When asked how much they would be
willing to pay for a Hershey’s chocolate
bar, 42% of respondents said they would
pay $1.01 to $2.00, while 33% of people
said they would only pay $.50 cents to
$1.00.
What respondents said about
Hershey’s pricing :
- “It tastes good and it’s
cheap”
- “You get a lot for your
money”
- “It’s a cheap choice for
a quick chocolate
craving”
How Much Would You Be
Willing to Spend on a
Hershey’s Bar?
More than
$3.01
$2.01 - $3.00
$1.01 - $2.00
$.50 - $1.00
Percentage
of…
$0 - $.50
0
20
40
60
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Appendix
5 P’S
PLACEMENT
Hershey’s has a mass placement strategy (as opposed to class
placement) to sell its products. The chocolate is available through
indirect channels, mainly retailers. Respondents said Hershey’s is the
most widely-available chocolate and can be purchased at most gas
stations, grocery stores, convenience stores, discounters, etc.
Push vs. Pull Strategies:
Hershey’s generally relies on pull strategies, such as advertising
and point of purchase promotions. However, they do use push
methods such as cooperative advertising and quantity discounts in
dealings with their retailers.
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Appendix
IMC
Advertising History
In what ways have you seen
Hershey’s advertised? Check all
that apply.
88% TV commercials
47% Newspapers or Magazines
43% in TV shows or movies
40% Online
28% Outdoors
10% mail ads/circulars
TV Commercials: The majority of respondents answered they had seen Hershey’s
advertised through television commercials. The most recent IMC campaign depicts a
chocolate “family” in a chocolate world dancing and celebrating to the song “I’ll Stop the
World and Melt with You.” The slogan associated with this campaign is “Pure Hershey’s.
Pure Happiness.” This campaign is directly associated with Hershey’s 2009 announcement
that they would increase advertising spending by 20%. Prior to this, Hershey’s launched a
series of Kisses commercials during the 2006 Holiday season, using the slogan “Happy
Holidays from Hershey’s.”
Throughout the 1970s, 1980s and 1990s, Hershey’s commercials focused on the brand as
the “Great American Chocolate Bar.” Images depicted cowboys, astronauts, football players
and other exclusively American “heroes” eating Hershey’s candy bars. Ultimately,
associations with happiness, the holidays and America have always been prevalent in
Hershey’s commercials.
Cooperative Advertising:
In addition to a strong presence on television,
Hershey’s has been known to advertise products in mail circulars and newspapers via
companies such as Walmart, Kmart, Kroger and Target. In these circulars, food retailers
highlight their best deals on items such as Coca-Cola, produce and snack foods. Hershey’s
is often seen as an advertised item. However, respondents listed mail
advertisements/circulars as the location they were least likely to see Hershey’s advertised.
This can be attributed to the trend of new technologies and younger generations’ lack of
familiarity with printed media.
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IMC
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vv Summary
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Appendix
IMC
Sales Promotions and Point of Purchase Promotion: Similar to
their cooperative advertising practices, Hershey’s is known to offer
coupons as an incentive to purchase. These are distributed by mail,
newspaper or even as in-store coupons. Additionally, Hershey’s utilizes a
fair amount of point of purchase promotions. This entails large displays in
grocery stores around holidays (such as Halloween, Christmas and
Valentines Day), as well as in-store signs offering a discounted price on
Hershey’s chocolate items (an example of Hi-Lo pricing).
New Promotional Trends: Hershey’s is a company that follows the
traditional promotion model. They rely on television commercials, mail and
newspaper advertisements as well as point of purchase promotions. However,
they have not yet become immersed in the “new media” trend. Hershey’s uses
their website to publicize occasional contests or other incentives to get people
to purchase their products. They do not maximize the potential of any social
media platforms; they have a limited Facebook presence and have not yet
established themselves on Twitter. In spite of this, Hershey’s continues to rely
on point of purchase displays and in-store impulse buying to drive its sales.
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BRAND ELEMENTS
Memorability
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Name:
Hershey’
s
Brown
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
Meaningful
Appealing
Protectability
Transferability
Adaptability
-Extremely
memorable
- 85% of
respondents
listed
Hershey’s
name as one
of the 3 first
chocolate
brands they
could think of
- Great
meaning as
it is the
founder’s
name
- No initial
association
to chocolate,
but has built
meaning
throughout
the years
- Without
the
chocolate
association
, the
name
holds
itself no
special
value
Trademarked
-Can be
applied to any
product
- Not specific
to candy,
chocolate,
food, clothing,
etc.
- Hershey’s
as a brand
transcends
generations
- Frequent
association in
the survey
- Color of iconic
Hershey’s
chocolate bar
- Solely
represents
the color of
chocolate
- Plain
- Appeal
lies in
traditional
image
- Not
protectable
because it is
too basic of
a color
-- Also used
by
competitors
- Can be used
on other
products and
packaging
- Timeless
- Not in
danger of
losing
relevance
with
consumers
- Officially
trademarked
in the food
category
- Very
protectable
- Able to
create new
product lines,
such as
- Shape
remains
relevant
over time
consumers
associate
with brand
Kiss
Shape
- Most common
association on
the survey
- Unique to the
chocolate
market
- No
significant
meaning,
but has
established
over time
-Wellliked by
consumers
- Guiltfree
portion
- Easy to
protect
“Hugs”
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
BRAND ELEMENTS
Memorability
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
Foil
Packagin
g
Block,
Upperca
se Font
Rectangle
with
BiteSize,
Breakabl
e Pieces
Meaningful
Appealing
Protectability
Transferability
Adaptability
- Not
mentioned by
survey takers
-Has become a
point of parity;
used by
companies
such as Dove
- No
significant
meaning
- Liked by
consumer
s due to
its
easiness
of
opening
- Not
protectable
- Can be
used by
multiple
companies
and/or
brands
- Can be used
on a wide
variety of
chocolate
candy
products
- Can easily
be changed
for different
products
(ie: dark
chocolate in
gold
wrapper)
- Extremely
memorable
- First
association
respondents
gave when
asked about
Hershey’s
packaging
- No
significant
meaning
- Simple,
but not
overly
likable
- Font is
officially
licensed
- Can be use
don any
products
associated
with
Hershey’s
- The font
has
potential to
be slightly
changed to
update the
brand if
necessary
-Mentioned
throughout the
survey for its
easy-to-eat,
determined
portions
- Associated
with making
S’mores
- No
meaning
associated
with the
brand
- Makes it
easy to
consume,
and easy
to limit
how much
one
consumes
- Not a
trademarked
feature
- Can be
used by
competitors
- Can be used
for some other
chocolate
products, but
not all
- Won’t lose
appeal over
time
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
SECONDARY SOURCES
Hershey’s
Kisses
Betty Crocker
Products
Type: Other Brands, Company
When asked what words respondents associate with
Hershey’s, the majority of respondents listed
“kisses” as one of their top five choices. The strength
of this secondary brand helps to increase brand
awareness, meet the strategic goal of selling more
products and provide a distinct point of difference
among competitors.
Type: Other Brands, Ingredient Branding
74% of respondents had purchased a Betty Crocker
cake, cookie or brownie mix with Hershey’s chocolate
in the past. Regardless of whether they had
purchased these products before, the average
respondent was between “somewhat likely” and
“likely” to do so in the future. Therefore, this
secondary source association helps strengthen the
Hershey’s brand, meets the strategic goal of selling
more products and exhibits the transferability of the
Hershey’s name.
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
SECONDARY SOURCES
Other Hershey’s
Brands:
Reese’s, Almond
Joy, Bliss, Kit Kat
Hershey,
Pennsylvania
Type: Other Brands, Company
According to the survey, all of these secondary
brands were ranked as well liked among consumers.
Overall, consumers were very favorable toward
Reese’s and Kit Kat. Though these brands don’t
specifically bring attention to the Hershey’s brand
name—like Hershey’s Kisses does—they do provide
more profit for the company.
Type: Other Brands, Company
55% of respondents knew that Hershey’s was
headquartered in Pennsylvania. Though this was
not as high as expected, the location association
does help to bolster the American image of the
company. The association with Hershey, PA allows
for a tourist attraction and theme park—uniquely
pushing the product to American consumers.
Additionally, Hershey’s has proactively branded
Hershey, Pennsylvania as “the sweetest place on
earth.”
COMPETITION
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
MENTAL MAPS
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Maps
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
Strong
Average
Weak
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
POINTS OF DIFFERENCE
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Map
Points of
Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
- Most widely used
chocolate chip
- “The baker’s
chocolate”; not
used as much for
snacking
- Strong
association with ice
cream sundaes
- Decadent, upperclass chocolate
brand
- International
recognition
- San Francisco
heritage
- Strong
association with hot
chocolate
- Premium pricing
- “The woman’s
chocolate”; most
feminine brand
available
- Strongest
association with
Valentines Day
(due to heart
shape)
- Fortune
messages/quotes
inside wrappers
CONSUMEREQUITYRATING
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Map
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
EQUITY RATING AND
SUMMARY
Overall Equity Rating:
7
CBBE Model: Hershey’s is extremely successful in the lower half of the CBBE pyramid, but
fails to build equity in the three upper regions: consumer feelings, consumer judgments and
consumer brand resonance. Hershey’s could benefit from improvement in these categories.
5P’s: Overall, Hershey’s 5 P’s are strong. The price and placement strategies are near perfect
and, although quality is sometimes questioned, consumers understand the product and the
needs it is meant to fulfill.
IMC: Hershey’s has relied on a traditional IMC model: advertising through television
commercials and in-store sales promotions. Hershey’s has developed a good relationship with
retailers over the years, but fails to draw consumers in through its communication practices.
Brand Elements: One of Hershey’s biggest problems is a lack of brand elements. Though
the name and color have built equity, they have no consistent slogan or character like their
competitors do (ie: consumers link Nestle products with the rabbit that is on its packaging, and
the slogan “the very best”). Hershey’s has failed to capture the consumers in this regard.
Secondary Sources: Hershey’s has done a fantastic job of leveraging the brand through
ingredient branding, its sub-brands, the attraction of Hershey, Pennsylvania and amusement
park. These secondary sources keep the brand as a top-of-mind association among
consumers.
Positioning
Positioning
vvvStatement
Perceptual Map
Points of Parity,
vvvPoints of Difference
Consumer Profile
Brand Mantra
Mental Map
Core Brand Values
Brand Mantra
Brand Strength
CBBE Model
Salience
Performance
Imagery
Judgments
Feelings
Resonance
5 P’s
IMC
Brand Elements
Secondary Sources
Competition
Mental Map
Points of Difference
Consumer Equity Rating
Equity Rating &
vv Summary
Suggestions for
Improvement
Appendix
SUGGESTIONS FOR
IMPROVEMENT
- Introduce a new line of premium products comparable to Ghirardelli
and Godiva; there is a market for these products among the target
audience we surveyed
- Play off nostalgia in IMC efforts (like television advertisements)
- Utilize the company’s American heritage in communication with the
consumer; highlight the company’s longevity and trustworthiness on a
new and improved packaging design
- Use new media (the Internet, social networking, etc.) to engage
consumers through contests and an ongoing dialogue; this will help to
improve brand resonance
Improvement Ideas from Respondents:
• “Improve the packaging to make it more visually appealing”
• “Create a more expensive and sophisticated dark chocolate brand that is less
sweet than the traditional milk chocolate”
• “Make the image younger”
• “Improve the taste of plain milk chocolate bars”
• “The Hershey’s Kisses need a richer taste”