Branding Comes to Kosher Big Time
As a marketing expert, I am quite impressed by a growing trend in kosher, to develop strong brands. I am not only referring to brand names in consumer products but branding in stores and shops. The brands are a very positive development because they facilitate a positive relationship between the customer and the brand. In my community, there are now four Perizzia pizza stores. Bravo is yet another emerging brand for kosher pizza. The large independent stores like Evergreen, Bingo, Season’s, and Gourmet Glatt have of course changed the landscape for retail. Bakeries have bought into branding as well as Korn’s has done in Brooklyn.
I have always counseled my clients about the positive aspects of developing a brand but have also cautioned them about maintaining superior quality and service. There simply is more at stake when an entire brand is involved but the upside can be very attractive especially if managed well.