Source: The Times 100
Abstract:
Kellogg's All-Bran has a long and distinguished history. Like many other famous products, however, it is important from time to time to re-energise its life cycle.
While All-Bran continues to be a powerful brand, a number of other high fibre brands made by Kellogg have not had the promotional support or sales of the All-Bran brand. Kellogg has therefore sought to support these other fibre products by associating them with the masterbrand All-Bran.
Kellogg has looked to raise consumer interest by creating a family of fibre-based cereal brands focused around the All-Bran banner in order to create a powerbrand structure. These bran products have now been marketed as a family. This has added extra strength to each separate product. The decision to create the powerbrand was a strategic change, made at a high level. It involved managers at Kellogg planning for the long term future. It also needed heavy resource commitments e.g. to finance and market the initiative.
