The Breakfast Club Initiative by Kelloggs Assignment

The Breakfast Club Initiative by Kelloggs - Assignment Example Brand personality is defined as the set of traits and characteristics that differentiate the brand from its competing brands (Pearce and Robinson, 2010). If there is a high threat of competitive rivalry in the market that a company operates in, then that company can develop a competitive edge for its product through brand personality. Brand personality can guide the development of a marketing mix and the communications process is conducted accordingly. Consumers are more comfortable with purchasing a specific brand if its personality is similar to their own. Therefore brand personality can increase a product’s market share. In order to face a competitive threat, a company and its products must develop positive public awareness. This objective is achieved through the development of a brand personality. A brand personality enables consumers to identify with a specific brand. Kellogg’s brand personality is defined by its multi-platform campaign to communicate with internal and external stakeholders. The internal stakeholders include Kellogg’s employees while the external stakeholders include schools, the media, parents, MPs and the public. Through various channels of communication, Kellogg’s promotes its brand personality of emphasizing the importance of breakfast to school children. This is incorporated in the ‘Help give a child a breakfast’ campaign launched in October 2011. Kellogg’s product personality is represented through its support for breakfast clubs. Important components of Kellogg’s product personality include emphasizing the importance of breakfast, on the positive impact of breakfast clubs and its support for breakfast clubs since 1998 through Kellogg’s Corn Flakes. By combining the two concepts of brand and product personalities, the company has aimed to get its message across to the target audience. Kellogg’s brand and product personality have enabled the company to express and re present itself to the target audience.