Pepperidge Farm’s marketing slogan is “Good is in the details”. This marketing slogan makes complete sense for Pepperidge Farm because the brand is premium, connotates a “baker’s touch”, and carefully bakes its breads, cookies, and snacks with fine detail to deliver great tasting product (not an endorsement). Therefore, the Pepperidge Farm brand is targeting consumers that seek the premiumness that you can find at the bakery. However, it is more convenient then the bakery because you can find its products at the grocery along with the rest of the items on your grocery list, rather then making a separate trip to a bakery. As you can see, there is an emotional benefit to the brand (quality, taste, premium) and a functional benefit to the brand (convenience).