Title

Nescafé: The marketing & branding strategy

Creator

Ioannidou, Nikandra

Abstract

In today’s society, brands face many challenges due to the rapidly changed macro-environment. However, this case study propose ways to turn them to opportunities in order to strengthen the brand and build a strong brand image. Cultural and Social contexts profoundly contributes to crafting marketing and branding strategies that would elevate brand positioning and brand equity too.
Furthermore, this case study explores Nescafe brand and strategic recommendations regarding branding and marketing activations in order to enhance brand loyalty, strengthen brand image and differentiate towards competitors.
The Case study also present the key brand elements and how they work together to build brand equity. In this paragraph, suggestions regarding leveraging brand values and CSR actions in digital platforms are suggested, so the brand equity be fostered.

Keywords

challenges on branding

brand and marketing strategy

brand equity

Date Available

May 28, 2026

Type

Oral presentation

Course

MK 3134 B1 Brand Management

Session

Oral presentation

Location

Art Center Auditorium

Event

Year 2026 | 10th Annual Student Research and Creative Arts Symposium