Haribo
- PriceLow — accessible
- TargetBroad / all ages
- DistributionWide — supermarkets, corner shops
- AwarenessVery high — iconic sub-brands
- USPFun, recognisable, affordable
- EthicsNot a key selling point
Candy Kittens
- PriceHigher — premium
- TargetHealth / ethically conscious
- DistributionSelective — fewer outlets
- AwarenessLower — growing niche
- USPVegan, ethical, quality ingredients
- EthicsCore part of brand identity
Key Exam Point
Brand is the most important factor in justifying premium positioning. People pay more for a perceived premium product — the brand story creates that perception.
Perceptual Positioning Map
Hover over dots to see each brand's position relative to price and market reach.
Using This in an Exam
A perceptual map is a great analysis tool for 'assess' and 'evaluate' questions. Plot brands on two axes (e.g. price vs quality, or niche vs mass) to visually support your comparison.
Tony's Chocolonely — Brand Story as Strategy
Tony's Chocolonely positions itself as "slavery-free chocolate". The brand name itself implies a mission, and the entire marketing strategy is built around ethical sourcing.
The premium price isn't just about better ingredients — it's about the psychological incentive the brand story creates. By positioning as slavery-free, Tony's implies that other chocolate brands may not be, giving consumers a moral reason to pay more.
Tony's demonstrates that brand story can be more powerful than product features. Customers pay for the values a brand represents, not just the product itself.
The Analogy: Cadbury vs Lindt
Just as Haribo → Candy Kittens in sweets, think Cadbury → Lindt in chocolate.
The premium product justifies its higher price through better ingredients, quality perception, and brand positioning. A Lindt truffle and a Cadbury Dairy Milk may both be chocolate, but the brand creates different expectations and willingness to pay.