The purpose of this paper is to describe the attributes and benefits of branded bread as perceived by the consumers.
Previous research on bread is illustrated briefly. The concepts of brand identity and image are introduced, and the brand as a product is presented and subsequently a value proposition is described and used as a theoretical model.
The findings indicate that nine types of attributes and six types of benefits as perceived by the consumers were found. The types of attributes were related to raw materials, taste, manner of baking, characteristics of the bread, outward appearance, quality, origin, package, and comparison with competing breads. The types of benefits were classified as functional, emotional, self‐expressive, and social. Furthermore, two types of price benefits emerged (positive and negative). The targeted brand identity by the bakery and the perceived image of the branded bread by the consumers were compatible. The brand image as perceived by the customers was varied.
The bakery can utilize the findings in its marketing communication, advertising, campaigns, and when planning the assortment. The findings offer valuable information also for the advertising agency when designing the advertising messages and the unique selling propositions for the case bread.
Compared to the existing research on bread, the contribution of the results is that the bread was analysed from the point of view of the attributes and benefits it offers.
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