Brand Authenticity - Haigh's Chocolates

Doubtless to say, Haigh's Chocolates is one of the most successful South Australia original brand, not just popular in Adelaide, it expand to other big cites of Australia. When i travel in Melbourne, i found Haigh's open their stores in the most crowded commercial streets, i can see the  old ladies take a Haigh's bag in the Botanic Garden. At this memont, my confusion is how Haigh's make differentiation to other competitors. After last brandM, i found using the brand authenticity is a good way to identify and assess.

From Michael's view, brand authenticity include three attributes, Quality leadership, Heritage, and Sincerity. So, i use these three features in Haigh's brand authenticty analysis. 

Quality leadership
Look at the strong mission 'To be the national retailer of choice of our own premium hand made chocolates'. Even customers can't find the words like 'the best chocolates in Australia', the clear positioning make Haigh's successful abtatin their target customers when their price much higher than the chocolates which sold in supermarket. Using the hand made technology to make their products and keep the chocolates tradition and high grades, more importment, their technology keep the quality, that is the reason Haigh's generously open their factory to the vistors. 

Heritage

When people mention Haigh's Chocolates, the first thing come into mind is the history. Exactly,  Alfred E. Haigh's  first cholocates shop, on the "Beehive Corner" of Rundle Mall and King William Street is still in operation.

 Not only the building keep the traditional style, look at the store inside, gorgeous decoration make customers feel noble and high grade. The packing of products, using the beautuful tinfoil and packing bag. All this marketing action is to build up a 'Heritage' inpression.

Sincerity

Haigh's successful lives up to its values and commitments. Haigh's proveide the premium hand made chocolates nearly 100 years. They keep to transfer their sincerity in their products and services. Haigh's not only sell the chocolates in store, they also provide the chocolates making visit in their factory, teach the visitors the knowledge of chocolates, the history of chocolates. Obviously, it is a good way to build up the long-term relationship between Haigh's and their customers.

Jiale Wang