Brand Development of Vegan Food Brands : Identity, values, Consumer–Brand Identification and the effects of culture on international brand development

Abstract

In the past few years, the vegan food industry has grown considerably. Environmental concerns, ethical considerations and health reasons have all factored in creating a demand for products called meat substitutes. Consumers have become more aware of the benefits of a plant-based diet and of the negative effects meat consumption has on the environment.

The vegan food phenomenon is a current topic, but it has not been properly researched from the perspective of the companies producing vegan food. This study aims to find how vegan food brands develop, how they create a brand identity and what role values play in brand development. Furthermore, the concept of Consumer–Brand Identification is compared to the brand development of the vegan food brands to analyse whether it explains their success. The effects of culture on the international brand development of these brands are also investigated. Together, these themes form the theoretical framework of the paper. In addition, the vegan food industry itself is examined and analysed.

Four vegan food companies were interviewed for this study. It was found that vegan brands are predominantly based on their values, which shape the brand’s identity to a large extent, making a strong brand identity their main competitive strength. It was also found that the concept of Consumer–Brand Identification explains the success of these brands, as they have managed to place their attractive brand identity within the same value-based social group as their consumers, leading to a high level of identification between the consumer and the brand. The companies were found to have differing approaches to international brand development, as cultural adaptation and standardisation of the brand were both present, and some companies thought it was more important to appeal to the vegan consumer culture, while others preferred appealing to the local country’s culture.