Paula Frank

We, at Baking Management, are excited to reveal our redesigned magazine this month. Naturally, building brand equity was foremost in our minds as we launched into this project nearly a year ago.

In building brand equity, we want to respond to what we see happening in our industry and, in so doing, reflect that in our magazine's design. Though many wholesale bakers continually face tough economic challenges, the industry as a whole remains vigilant as it responds to consumer demand for innovative, value-added products. Value is often the key, as bakers find ways of reducing costs, improving production efficiencies or developing more healthful products.

We feel our redesign, with its streamlined, consistent look throughout, provides value for our readers by making practical and useful information easily accessible. In addition, our new logo and clean uniform sections convey the message that Baking Management is a serious and objective business magazine for the wholesale baking industry.

As you read through this month's issue, you'll notice that brand equity is a recurring theme. MexAmerica Foods, St. Marys, Pa., the subject of our operations review, is driving its growth and expansion on the quality reputation of its award-winning tortillas. And, the R&D Applications article on improving shelf life shows how bread that maintains its softness and elasticity throughout its extended shelf life can enhance consumer perception of the brand's value.

But what is brand equity? “Marketing-speak aside, brand equity is how your customer recognizes why you are different and better than the alternative,” says Mike O'Toole, executive vice president and partner at PJA Advertising & Marketing, and author of “Five Steps to Building Brand Equity for the Small Business.”

“Brand equity is built on that customer's direct experience with your product or service,” O'Toole adds. “This experience, repeated over time, creates equity or value in your brand. And it serves as a shorthand in the buyer's mind that separates you from everyone else. Brand equity is what creates loyalty that carries beyond price or the occasional product or service bump in the road. It is the quality that motivates your customers to recommend their friends or colleagues to you.”

Brand equity is key to your business' success as a wholesale bakery and ours as a trade publication. As we strive to bring you a high quality product, we hope the newly designed magazine continues to earn your loyalty as it has during the last 12 years.

Still, a redesign is a work in process and is only a tool to better communicate with you, our readership of volume bakers. So let's open up a dialogue. Let us know what you think, good, bad or otherwise. Your feedback matters.