Salience
The breadth of brand awareness is weak as consumers generally do not consider NESCAFÉ when choosing beverages, or even coffee. Instead, the brand has a more limited perceived consumption situation among Singaporean consumers, who tend to consider NESCAFÉ only in situations where they need an instant caffeine fix. The depth of brand awareness is strong as the brand exhibits high top-of-mind recall among consumers when choosing instant coffee, its main product category. NESCAFÉ’s category membership also resonates strongly and clearly among consumers, who specifically identify the brand as an instant coffee brand.
Performance
NESCAFÉ is dedicated to producing quality coffee that can be enjoyed anytime, by anyone. Arabica and Robusta coffee beans sourced from all over the world are used to produce coffee that is consistently rich and full flavored. The brand is also committed to its mission of making good coffee available to everyone. NESCAFÉ products can be found almost anywhere in Singapore, at supermarkets, convenience stores, school canteens, and vending machines. NESCAFÉ’s diversity of coffee products also ensures that there is something for everyone. With its coffee products priced at approximately $0.20 to $1.00 per serving, NESCAFÉ makes quality coffee affordable for everyone.
Imagery
NESCAFÉ has a strong brand history, having been established in Singapore for more than 70 years. The association NESCAFÉ shares with its parent company NESTLÉ and its diversity of coffee products of different flavors also strengthens its image as a truly international brand. The consistent use of the brand logo and its signature red mug since its introduction creates a sense of timelessness. NESCAFÉ pitches itself as a brand for the Everyman who enjoys connecting with people. The brand exudes a sincere, down-to-earth, and comforting “coffee-next-door” image, as a companion for all your moments.
NESCAFÉ 