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ERIC Number: EJ978478
Record Type: Journal
Publication Date: 2012
Pages: 6
Abstractor: As Provided
Reference Count: 17
ISBN: N/A
ISSN: ISSN-1559-5676
Building the School Nutrition Program Brand Personality within the School Setting
Rushing, Keith; Asperin, Amelia Estepa
Journal of Child Nutrition & Management, v36 n1 Spr 2012
Purpose/Objectives: The objectives of this project were to investigate the application of brand personality concepts in the school nutrition (SN) setting and to explore high school students' awareness and acceptance of these branding initiatives. Methods: An embedded, multiple-case replication design included structured interviews with SN directors and managers focused on the process, strategies, and challenges of building the SN brand personality. An on-site branding checklist was used to evaluate visible uses of branding strategies in the cafeteria. SN managers were requested to take photos of elements that gave the cafeteria personality or character, while high school students were asked to react to these pictures using a standardized set of probing questions during focus group sessions. Results: Results showed that to create an SN program's brand personality, four primary methods have been utilized singularly or in combination. Districts that have obtained additional internal and/or external funding have established the brand personality primarily through aesthetics, focusing on creating a more commercial and contemporary dining environment. Programs with limited resources focused the SN brand around the staff and the manner in which they interact with the students. Other SN programs have focused the brand on nutrition-related themes in all promotional materials, including the cafeteria's brand name. Lastly, elements depicting school spirit (e. g. school-related logos, fonts, colors, mascots, tag lines, athletic gear) were utilized in the decor, menu, staff uniforms, and promotional materials for the SN program. Applications: As the number of meals eaten outside the home continues to increase, SN programs vie for brand recognition against competitive foods and retail food outlets located in close proximity to schools. Results from this study provide sustainable and successful practices for creating a competitive and appealing brand personality for the SN program. (Contains 3 tables.)
School Nutrition Association. 120 Waterfront Street Suite 300, National Harbor, MD 20745. Tel: 301-686-3100; Fax: 301-686-3115; e-mail: servicecenter@schoolnutrition.org; Web site: http://schoolnutrition.org
Publication Type: Journal Articles; Reports - Research
Education Level: High Schools; Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A