The food manufacturing, distribution and consumption observatory highlights the attributes of brands
Like Alimentaria 2010, the eighth edition of the International Food Forum will spotlight brands. The forum will be opened on 23 March by Minister of the Natural, Rural and Marine Environment Elena Espinosa, and will include the public presentation of the unpublished study 'What consumers of brands expect. The manufacturer’s role as brand manager', prepared by the consulting firm Synovate.
The Synovate study
The aim of the study is to understand what it is that the Spanish consumer expects of food and beverage brands in order to define as precisely as possible what role manufacturers play as managers of these brands. The study identifies what brands' strengths are and consequently what strategies and messages they must communicate in order to make those value arguments more visible to consumers. 'We work to identify successful strategies for brands,' explains Gerardo Fuksman, business development manager at Synovate.
The study will seek to answer some of the key questions brands are asking themselves today: How is the new economic environment affecting consumer behaviour with regard to brands? What role do brands play in motivation? What strategies should brands follow to get close to consumers?
Strategies and praxis with Instituto Internacional San Telmo
Instituto Internacional San Telmo, a business school dedicated to training top executives from the agri-food sector, with locations in Malaga and Seville, will play a leading role in the more practical side of the International Food Forum.
Directly linked to the previous study, José Antonio Boccherini, manager of the Agri-food Companies Department at Instituto Internacional San Telmo, will explore how today's leading companies are reacting in his presentation 'Manufacturers' strategies in the current environment'. He will do so from a predominantly experiential point of view, at the same time proposing ideas for action based on praxis.
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