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The success of Tootsie Roll in the U.S. for the past 19 years is attributable to the strong consumer awareness of the company’s brand name and brand loyalty. Over time, Tootsie Roll has neither diluted the quality of its products nor failed to deliver consistency in its brand extension through strategic acquisitions. Notwithstanding such success, management must not overlook the inherent danger that a potential blow to such differentiation could engender. It must recognize that as the parental base loyal to the ‘Roll’ begins to disappear, subsequent parental groups may not be able to communicate the special quality of the ‘Roll’ to their children, since they may not possess the positive and familiar image of their predecessors...
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