Abstract:

Lion Bar is currently on a test market in the Yorkshire region. The aim of the research reported here was to examine the brand image which Lion Bar is creating and to see from the point of view of the consumer how Lion Bar is settling into the confectionery market. In particular, research was required to investigate how each of the elements of the marketing mix-product, pack, name, advertising contribute to the brand image. Of particular interest was the perceived level of cohesion between the various elements, probing for any possible weaknesses.