(This diagram shows branding decisions)
Nescafe is one branch of Nestle, which is the professional global brand who creates and maintains brand equity. “Nescafe 3 in 1” is the one type product of Nescafe which easy to make message. 3 in this product includes coffee, creamer and sugar, all of ingredient are in one pack. The 3 in 1 is a phrase that represents recognition that people can think immediately that the goods will be formed.
In advertising of Nescafe, especially on TV commercial the story is about a good relation between co-workers by using a cup of coffee that made from Nescafe 3 in 1 to convey the message. Therefore, Nescafe 3 in 1 attempt to make a value brand.