BRANDS: ... Bonne Maman ! (Brands Value Assessment continues)

After assessing the Michel & Augustin brand, let's have a closer look on Bonne Maman and how it has developed its brand for it to be such a success nowadays ! Since 1971, Bonne Maman has tried hard to make its core business unique and attrative to a lot of consumers... and it has been amazingly done! But how has Bonne Maman achieved this?


Below is the customer-based brand equity pyramid applied to the brand Bonne Maman. Indeed, this is the results of analysing and establishing the brand awareness and the points-of-parity and points-of-difference of Bonne Maman, but also by looking deeply into this brand aspects and main characteristic.

Therefore, after analysing Bonne Maman brand's salience, performance and imagery but also feelings and judgments that customers can have about it and finally its salience (according to the customer-based brand equity pyramid from Keller), we can conclude that Bonne Maman has created a really strong customer base on which it can rely upon thanks to an effective marketing-mix but also to a continuous communication strategy that tries to deeply enhance and spread its values of tradition and authenticity and touch the feelings of its customers.

Offering high quality product is one key element of building a strong brand but it's not the only one. Bonne Maman has understood that and therefore has performed all along its existence both by delivering premium quality products and by focusing its strategy on emotional branding, mixing not only a strong brand personality but also emphasizing the affection side of its brand which really matters for its customers.

Sources: 
- http://www.marketing-made-simple.com/articles/brand-building.htm#.UofQDtJWySo
- http://www.tns-gallup.no/arch/_img/9082421.pdf
- http://www.bonne-maman.com/
- http://www.mariefrance.fr/cuisine/sos-chef/comment-faire-les-desserts-comme-bonne-maman-28278.html
- http://www.strategies.fr/actualites/marques/222482W/bonne-maman-met-ses-recettes-a-l-honneur.html

Photo: 
http://www.momes.net/recettes/recette-bonne-maman.html

 Author : Fraise