How positive perceptions are helping Western brands with their strategic partnerships

Nestle recently announced plans to partner with Starbucks to launch 24 products made from 100% Arabica Coffee across various markets across Asia, Europe, Latin America, the Middle East and the US.

As recently evidenced by GlobalData’s 2018 Q4 global survey, 62% of consumers associate European countries with high-quality food and beverage products and more than a third (35%) associate US brands with high-quality food/drinks, suggesting that Western brands are typically perceived to offer superior quality.

Importance of brand image

Source: GlobalData Global Consumer Survey Q4 2018

Leading fast moving consumer goods companies are capitalising on this sentiment to boost their positivity and improve brand image – for instance, global giant Nestle recently announced plans to partner with Starbucks to launch 24 products made from 100% Arabica Coffee across various markets across Asia, Europe, Latin America, the Middle East and the US.

The new range is expected to return Nespresso sales to a minimum of 10 per cent annual revenue increase.

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