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Abstract
Corporate branding has been a key marketing strategy for many decades, but the nature and
focus of branding activities has evolved along with the interests and buying motivations of
consumers, especially in the food sector. An increasing number of food companies are creating
loyal customers by positioning their products in a manner that addresses concerns buyers may
have about the environment, food safety, community issues and other social issues. In this study,
we highlight the common themes that milk consumers may prefer to support with their buying
dollars, some that are common across the whole population (animal welfare) and others that vary
across distinguishable consumer segments (support for economy, environmental impact).