Iconic branding as a strategy for private and national fast moving consumer good brands
Degree GrantorUniversity of Canterbury
Degree NameMaster of Commerce
This thesis looks at iconic branding in the context of fast moving consumer goods (FMCG) in New Zealand. Iconic branding has been studied in a broad overall context but has not yet been considered for individual brand types. Although iconic branding literature covers a variety of brand types, it does not go into specifics on if, and how, each iconic brand type differs. This thesis studies the development of iconic brands in the context of FMCG and presents the process as a strategy option for FMCG brands. Currently there is no iconic branding literature that discusses these types of brands in a private or national brand context. Likewise, in FMCG literature discussing private and national brands there is no mention of iconic brands as either a concept or a strategy. As there is no overlap between the two literature streams this thesis breaks ground by integrating the concepts. Specifically, this research looks at iconic FMCG brands to find out how they are formed, how they differ from non-iconic FMCG brands, how consumers perceive them, and how brand managers can develop them. Data has been gathered with focus groups where consumers discussed their perceptions of iconic and non-iconic private and national FMCG brands. The use of projective focus group techniques allowed the researcher to uncover perceptions that consumers may not have expressed through traditional question and answer methods. Thematic analysis was then used to analyse the data and interpret themes. The findings revealed that iconic FMCG brands differ to non-iconic FMCG brands in three key ways. Iconic FMCG brands were found to have attachments with consumers, while displaying aspects of New Zealand cultural heritage, and greater visibility. This study presents iconic FMCG brands as a new sub-topic of study in iconic branding literature for future studies to explore further. This thesis contributes to FMCG literature by proposing iconic branding as a new strategy for both private and national brands. In addition, the benefits of this strategy that apply to private brands and how they can be used to combat any perceived gap between private and national brands is discussed.