Page 31 - Fisherman's Friend Teaching Note

Brand

Some brands survive and thrive, by being stubbornly

resistant to change e.g. Tunnock’s Caramel Wafers being

built on staying familiar. But most brands are compelled

towards rejuvenation and reinvention, to maintain both

appeal and relevance. Fisherman’s Friend is a case in

point. At first glance it appears that nothing had changed

on its iconic pack in the last 50 years. But a closer

inspection shows that actually, it has been subtly

renewing its appeal on a regular basis, with tweaks and

touches that keep it contemporary enough to appeal to

audiences across the globe (see Timeline & Appendix 2).

The brand goal is to increase both segments and markets
over the long term. To achieve this LOF has addressed

the components of brand equity.

.
LOF

Brand Equity

Brand Awareness

Brand Association

Brand Loyalty

Other Brand

Assets
Perceived Quality