Communication on food, health and nutrition: A cross-cultural analysis of the Danonino brand and nutri-tainment

Gram, Malene; Ville, Valérie-Inès de la; Roux, André Le; Boireau, Nathalie; Rampnoux, Olivier

doi:10.1080/13527260903342803

Cited by 8 publications

(2 citation statements)

References 7 publications

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“…In addition, brand character metaphorically symbolises brand's territory: by analogy it signifies brand's attributes, both functional and symbolic (Biel, 1993). To illustrate this, Danone's leading brand targeting children, Danonino, features a small dragon in its advertisements to promote nutritional benefits of its dairy products: when eating a Danonino product, the small dragon grows and becomes stronger (Gram et al, 2010). Lastly, endowed with human or animal characteristics, brand character gives life to the brand and enriches it with personality traits (Aaker, 1997;Fournier, 1998).…”

Section: Brand Character a Brand Identity Cuementioning

confidence: 99%

Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints

Hemar‐Nicolas¹,

Gollety

2012

Young Consumers

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Brands that target children frequently use a brand character to improve children's recall and recognition and to develop a relationship with young consumers. This paper aims to explore the reasons why marketers use brand characters to target children and how children perceive and understand them.Design/methodology/approach -This work investigates both managers' and children's experiences, in order to compare them. Two studies are carried out: one with managers in charge of brand characters and another one with children aged between six and ten. In both cases, a qualitative approach based on semi-focused interviews is adopted.Findings -This research contributes to a better understanding of the way children infer brand image from brand character. Second, it highlights a success key factor of brand character: its ability to build a close relationship with children. In addition it points out how this relationship can be fostered.Originality/value -By exploring managers' and children's viewpoints, this research suggests some levers to build children's relationship with brand character and improve children's brand loyalty. This article gives an insight into the way brand character establishes a close relationship with children. In particular, it underlines that a child feels all the closer to a character if the character is used in the long-term and has experiences that resonate with his/her life.

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Section: Brand Character a Brand Identity Cuementioning

confidence: 99%

Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints

Hemar‐Nicolas¹,

Gollety

2012

Young Consumers

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“…Branding packaged foods with licensed characters substantially influence young children's taste preferences (Roberto et al, 2010). Drawing on the concept of "nutri-tainment" or "eater-tainment", marketers often try to combine nutrition and entertainment when targeting children (Gram et al, 2010;Elliott, 2011): offering a cookie with cereal and in the shape of Dora the Explorer™ provides taste enjoyment and nutritional benefits while projecting children in a fantasy world.…”

Section: Children's Knowledge Of Food Brandsmentioning

confidence: 99%

“What brand do you eat?” The influence of food brands within children’s peer groups

et al. 2015

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Purpose – This paper aims to explore the role played by food brands within children’s peer groups when they have a meal together. Design/methodology/approach – Sixty-four elementary-aged children participated in one of ten organized snack times (five with unbranded products, five with branded products). Based on a qualitative methodology, data collection methods comprise observations and focus groups with the children. Findings – Children mostly select the products according to their taste preference regardless of the brand name. They make individual decisions and are hardly influenced by their peers. Children use food brands as a common language to designate products, but they do not use them to convey their self-identity and enhance social integration. Research limitations/implications – This research contributes to a better understanding of the way children use food brands within peer group, and may be helpful when considering the future of children’s food marketing and tackling the issue of childhood obesity. Originality/value – Whereas prior research has mostly studied the social value allocated by children to durable goods’ brands, such as clothing and electronic items, very few previous studies have focused on food brands.

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“We Chinese just want meat!” An analysis of Chinese netizens’ reactions to vegetarian advocacy

Zeng,

Chen,

Zhong

2024

Food Quality and Preference

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Communication on food, health and nutrition: A cross-cultural analysis of the Danonino brand and nutri-tainment

Cited by 8 publications

References 7 publications

Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints

Using brand character when targeting children: what for? An exploration of managers' and children's viewpoints

“What brand do you eat?” The influence of food brands within children’s peer groups

“We Chinese just want meat!” An analysis of Chinese netizens’ reactions to vegetarian advocacy

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